https://iskomunidad.upd.edu.ph/api.php?action=feedcontributions&feedformat=atom&user=Rpgalvez 2026-06-29T23:04:10Z User contributions MediaWiki 1.45.1 https://iskomunidad.upd.edu.ph/index.php?title=Taste_the_Coca-colonization_of_Filipino_Music:_Glocalization_through_Non-traditional_Advertising_in_Coke_Studio_Philippines&diff=61190 2019-05-23T13:13:49Z

<p>Rpgalvez: </p> <hr /> <div>TITLE: <br /> Taste the Coca-colonization of Filipino Music: Glocalization through Non-traditional Advertising in Coke Studio Philippines<br /> <br /> CITATION: Galvez, R. P. (2019). Taste the Coca-colonization of Filipino Music: Glocalization<br /> through Non-traditional Advertising in Coke Studio Philippines (Unpublished undergraduate thesis). University of the Philippines Diliman, College of Mass Communication.<br /> <br /> ABSTRACT:<br /> <br /> 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.<br /> <br /> 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.<br /> <br /> KEYWORDS: Coca-Cola, branded entertainment, glocalization, affective capitalism, home<br /> <br /> View Thesis:<br /> [http://iskwiki.upd.edu.ph/flipbook/viewer/?fb=2015-06015-Galvez,-#page-1 View Thesis]<br /> <br /> [[Category:Theses]][[Category:CMC Thesis]][[Category:Department of Broadcast Communication Thesis]][[Category:2019 Thesis]][[Category:Thesis--Glocalization in Advertising]][[Category:Thesis--Non-Traditional Advertising]]</div>

Rpgalvez https://iskomunidad.upd.edu.ph/index.php?title=Taste_the_Coca-colonization_of_Filipino_Music:_Glocalization_through_Non-traditional_Advertising_in_Coke_Studio_Philippines&diff=61178 2019-05-23T10:03:30Z

<p>Rpgalvez: Created page with &quot;TITLE: Taste the Coca-colonization of Filipino Music: Glocalization through Non-traditional Advertising in Coke Studio Philippines CITATION: Galvez, R. P. (2019). Taste the ...&quot;</p> <hr /> <div>TITLE: <br /> Taste the Coca-colonization of Filipino Music: Glocalization through Non-traditional Advertising in Coke Studio Philippines<br /> <br /> CITATION: Galvez, R. P. (2019). Taste the Coca-colonization of Filipino Music: Glocalization<br /> through Non-traditional Advertising in Coke Studio Philippines (Unpublished undergraduate thesis). University of the Philippines Diliman, College of Mass Communication.<br /> <br /> ABSTRACT:<br /> <br /> 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.<br /> <br /> 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.<br /> <br /> KEYWORDS: Coca-Cola, branded entertainment, glocalization, affective capitalism, home<br /> <br /> View Thesis:<br /> [http://iskwiki.upd.edu.ph/flipbook/viewer/?fb=2015-06015-Galvez,-#page-1 View Thesis]<br /> <br /> [[Category:Thesis]][[Category:CMC Theses]][[Category:Department of Broadcast Communication Thesis]][[Category:2019 Thesis]][[Category:Thesis--Glocalization in Advertising]][[Category:Thesis--Non-Traditional Advertising]]</div>

Rpgalvez