Between Incas and Indians

Inca Kola and the construction of a Peruvian-global modernity

Bibliographic Data

ID12698481
AuthorsM Cristina Alcalde (0009-0007-3228-8650, University of Kentucky, corresponding author)
Year2009
Volume9
Issue1
Pages31-54
Publication date2009-02-24
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueJournal of Consumer Culture (JOURNAL)
Journal identifiersISSN: 1469-5405 • E-ISSN: 1741-2900
PublisherSAGE Publishing (PUBLISHER • US)
DOI10.1177/1469540508099700
OpenAlexW2108121271
LanguageEN
Citations received7
References cited35

Inca Kola is the only national cola to outsell Coca-Cola in its own territory. This article situates the marketing and success of Inca Kola within broader theoretical debates on the relationship between the local and the global and underscores the usefulness of more nuanced understandings of the local by bringing to the forefront internal heterogeneity and local hegemonic discourses. I suggest that Inca Kola is successful in large part because it bridges the gap between the local and the global and the traditional and the modern by presenting an alternative to Coca-Cola's American-global modernity through the construction of a Peruvian-global modernity. I then complicate notions of the local by analyzing how the Peruvian-global modernity represented in Inca Kola's ads is internally hegemonic and suggest that Inca Kola's marketing is better understood in terms of its embeddedness in urban white-mestizo racial hierarchies

Archaeology · Coca · Cola (plant · Embeddedness · Hegemony · Modernity · Political science · Sociology · White (mutation · Anthropological Studies and Insights · Anthropology · Gender Studies · Global trade, sustainability, and social impact · History · Law · Migration, Ethnicity, and Economy

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