ISSN (Print) - 0012-9976 | ISSN (Online) - 2349-8846

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Cultural Politics of Hope and Coke

As the recent Coca Cola advertisements in Pakistan show, global commodities are decreasingly cast as western. As a consequence, they are more entrenched in Pakistan's national-cultural imagination than ever before. Global corporations are beginning to assign strategic importance to "vernacularising" the image and experience of their commodities.

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