Taste the Coca-colonization of Filipino Music: Glocalization through Non-traditional Advertising in Coke Studio Philippines

TITLE: Taste the Coca-colonization of Filipino Music: Glocalization through Non-traditional Advertising in Coke Studio Philippines

CITATION: Galvez, R. P. (2019). Taste the Coca-colonization of Filipino Music: Glocalization through Non-traditional Advertising in Coke Studio Philippines (Unpublished undergraduate thesis). University of the Philippines Diliman, College of Mass Communication.

ABSTRACT:

This study seeks to understand how advertising can become a tool to reconstruct local culture. Specifically, it examines how Coke Studio Philippines, a 25-minute television show and Coca Cola’s latest marketing initiative, employs non-traditional advertising to glocalize the distinctively American brand of Coca-Cola within the Philippine locale. Currently, studies on this method of advertising are sparse, and are often situated abroad. Therefore, I aim to enrich our local literature on non-traditional advertising by determining what type of media this blend of advertisement and entertainment falls under.

Guided by Robertson’s theory of glocalization, I aim to understand how the show’s utilization of traditional values and affects can reconstruct the Filipino concept of ‘home.’ I simulate a mini affective economy within the media text, which is the show, by assigning the role of producer and ‘the global’ to Coca-Cola, and the role of consumer and ‘the local’ to the show’s artists and fans. I strive to understand the socio-cultural implications of associating the local concept of ‘home’ with the international product of Coke. Through this study, I hope to emphasize the importance of media education in informing the consuming public of the implications of non-traditional advertising, which may have subtle but far reaching ramifications to our culture.

KEYWORDS: Coca-Cola, branded entertainment, glocalization, affective capitalism, home

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