Coca-Capitalism

 In the documentary The Pervert's Guide to Ideology, philosopher Slavoj Zizek ingeniously breathes life into ideology by examining the media around him and capturing his observations. By examining popular films that his audience is likely familiar with, he enables an easier introduction to more complex theories behind "ideology". The most fascinating of these ideological principles he brings up was on the topic of Coca Cola.

 

Zizek also uses Coca Cola, a product that almost everyone on Earth is familiar with due to over-advertising, to demonstrate how enjoyment becomes a corrupt beauty. Normally, when one completes an act such as drinking a beverage, it’s for a purpose, one drinks water to quench thirst, but with a product such as Coca Cola, it no longer means that. Coca Cola does not quench thirst, in fact, it heightens it, causing a strange paradox. It seems the more one drinks Coca Cola, the more one wants it. The enjoyment no longer becomes about the product itself, instead, it is replaced with a desire to continue consumption meaning that it has become a desire for the sake of desire. 

 

This paradox most likely leads towards the gargantuan popularity of Coca Cola and other similar beverages in a multitude of countries globally. This desire for desire’s sake is a phenomenon that has grown significantly in recent years following the rise of Capitalism. As things become easier to produce and easier to obtain, the focus has been shifted away from a desire for the product itself. Without desire, things start to feel empty, and therefore our lust for desire has turned in on itself.

 

This product, which leads to so many negative effects with very few positive ones, has somehow become a staple of American culture.
 

Please reload

Our Latest Stories

May 29, 2019

 The Gabriella Foundation was founded twenty years ago to honor Gabriella Axelrad, who loved to dance. Unfortunately, Gabriella passed away in a biking accident in Grand Teton National Park while on a biking trip with her family in 1999. A report in the Los Angeles Tim...

May 29, 2019

Heritage is an important asset in which everyone should value. 2019 marks the 100th year since Koreans protested in a non-violent declaration for the rights of independence. 

The March 1st Movement, also called Sam-Il Jeol, is an important date that is widely celebrated...

May 29, 2019

Elon Musk has designed exciting products over the last few years, and as of a few weeks ago under his electric car company has released a surfboard.

The surfboards, however, will cost you a pretty penny initially selling for $1500, they are now reselling for around $250...

May 29, 2019

Most people know what optimism and pessimism are: optimism being when people act positively, and pessimism being when people act negatively. However, very few people really know what they are in regard to your brain's functionality and how they impact your life.

To begi...

May 29, 2019

Our personal lives highly revolve around technological advancements. 

The CEO of Ory Laboratory, 27-year-old Kentaro Yoshifuji, grew up suffering physically and mentally due to stress and illness. He was not able to attend primary school for three and a half years becau...

May 29, 2019

Guy Montag is a firefighter in a dystopian society set in the distant future. However he does not put out fires, he starts them. Fahrenheit 451, in which Guy Montag is the protagonist, was written by Ray Bradbury and was published in 1953.

The government has people like...

Katniss Everdeen is a sixteen-year-old girl living in the distant future, in a fictional version North America. This area, called Panem, is split into twelve districts. Each district has its own specialization -- such as luxury items in District 1,  or lumber in Distri...

May 29, 2019

The blowout at the Aliso Canyon oil field in Porter Ranch became one of the worst environmental disasters in U.S history. It lasted for 108 days from October 2015 through February 2016. This large uncontrolled natural gas leakage was escaping from the Canyon’s undergro...

May 29, 2019

Coffee is currently the most prominent drug in the world, it is also the number two traded commodity. As these facts indicate, coffee has become a worldwide product, but what makes coffee so popular, and what caused it to become as widespread as it is today.

According t...

May 29, 2019

With Unicorns becoming more and more popular in modern culture, I decided to begin a search to find out where they came from, and how they became so popular.

Unicorns were first depicted in early Mesopotamian artworks but gradually made its way up to China, and India. U...

Please reload

THE STUDENT-RUN PUBLICATION BY TREE ACADEMY'S JOURNALISM LAB