In 2013 The Coca-Cola Company announced their latest corporate social responsibility (CSR) project: the EKOCENTER. Envisioned for communities lacking access to safe drinking water, the EKOCENTER kiosks contain vaccine storage, wireless communication technology, clean drinking water, and Coca-Cola products under the premise of "social enterprise."� In light of the global water crisis, a textual and visual analysis of the CSR press release materials produced by The Coca-Cola Company in addition to media coverage highlights the ways in which Coca-Cola utilizes public concern about the environment and public health in order to safeguard their position as the world's largest beverage distributer. The EKOCENTER's discourse exemplifies "bluewashing"� rhetoric that contests negative perceptions of Coca-Cola. Furthermore, the EKOCENTER discourse glosses over the contradiction between Coca-Cola's reliance on water access for their business model and Earth's limited fresh water supply. The EKOCENTER embodies a precarious deferment of water stewardship and governance to transnational corporations.
University of Minnesota M.A. thesis. May 2015. Major: Communication Studies. Advisor: Mark Pedelty. 1 computer file (PDF); iii, 86 pages.
The EKOCENTER: A Case Study in Coca-Cola, Corporate Social Responsibility, and Bluewashing.
Retrieved from the University of Minnesota Digital Conservancy,
Content distributed via the University of Minnesota's Digital Conservancy may be subject to additional license and use restrictions applied by the depositor.