De Coca Colonization

A novel theoretical account of globalization, this book argues that we must move away from top-down visions of the processes and concentrate on how ordinary people locked out of power structures create "globalities" of their own.

Coca-Colonization and the Cold War: The Cultural Mission of the United States in Austria After the Second World War

First Published in 2004. Routledge is an imprint of Taylor & Francis, an informa company.

Mexican cuisine has emerged as a paradox of globalization. Food enthusiasts throughout the world celebrate the humble taco at the same time that Mexicans are eating fewer tortillas and more processed food. Today Mexico is experiencing an epidemic of diet-related chronic illness. The precipitous rise of obesity and diabetes—attributed to changes in the Mexican diet—has resulted in a public health emergency. In her gripping new book, Alyshia Gálvez exposes how changes in policy following NAFTA have fundamentally altered one of the most basic elements of life in Mexico—sustenance. Mexicans are faced with a food system that favors food security over subsistence agriculture, development over sustainability, market participation over social welfare, and ideologies of self-care over public health. Trade agreements negotiated to improve lives have resulted in unintended consequences for people’s everyday lives.

In the 1960s, the governments of Colombia, Peru, and Bolivia launched agricultural settlement programs in each country’s vast Amazonian frontier lowlands. Two decades later, these exact same zones had transformed into the centers of the illicit cocaine boom of the Americas. Drawing on concepts from both history and anthropology, The Origins of Cocaine explores how three countries with divergent different mid-century political trajectories ended up with parallel outcomes in illicit frontier economies and cocalero cultures. Bringing together transnational, national, and local analyses, the volume provides an in-depth examination of the deep origins of drug economics in the Americas. As the first substantial study on the shift from agrarian colonization to narcotization, The Origins of Cocaine will appeal to scholars and postgraduate students of Latin American history, anthropology, globalization, development and environmental studies.

For much of the twentieth century, Americans had a love/hate relationship with France. While many admired its beauty, culture, refinement, and famed joie de vivre, others thought of it as a dilapidated country populated by foul-smelling, mean-spirited anti-Americans driven by a keen desire to part tourists from their money. We'll Always Have Paris explores how both images came to flourish in the United States, often in the minds of the same people. Harvey Levenstein takes us back to the 1930s, when, despite the Great Depression, France continued to be the stomping ground of the social elite of the eastern seaboard. After World War II, wealthy and famous Americans returned to the country in droves, helping to revive its old image as a wellspring of sophisticated and sybaritic pleasures. At the same time, though, thanks in large part to Communist and Gaullist campaigns against U.S. power, a growing sensitivity to French anti-Americanism began to color tourists' experiences there, strengthening the negative images of the French that were already embedded in American culture. But as the century drew on, the traditional positive images were revived, as many Americans again developed an appreciation for France's cuisine, art, and urban and rustic charms. Levenstein, in his colorful, anecdotal style, digs into personal correspondence, journalism, and popular culture to shape a story of one nation's relationship to another, giving vivid play to Americans' changing response to such things as France's reputation for sexual freedom, haute cuisine, high fashion, and racial tolerance. He puts this tumultuous coupling of France and the United States in historical perspective, arguing that while some in Congress say we may no longer have french fries, others, like Humphrey Bogart in Casablanca, know they will always have Paris, and France, to enjoy and remember.

Counter-Cola charts the history of one of the world’s most influential and widely known corporations, The Coca-Cola Company. Over the past 130 years, the corporation has sought to make its products, brands, and business central to daily life in over 200 countries. Amanda Ciafone uses this example of global capitalism to reveal the pursuit of corporate power within the key economic transformations—liberal, developmentalist, neoliberal—of the twentieth and twenty-first centuries. Coca-Cola's success has not gone uncontested. People throughout the world have redeployed the corporation, its commodities, and brand images to challenge the injustices of daily life under capitalism. As Ciafone shows, assertions of national economic interests, critiques of cultural homogenization, fights for workers’ rights, movements for environmental justice, and debates over public health have obliged the corporation to justify itself in terms of the common good, demonstrating capitalism’s imperative to either assimilate critiques or reveal its limits.