Browsing by Author "Hamilton, Joy"

Now showing 1 - 2 of 2
  • Thumbnail Image
    Item
    The EKOCENTER: A Case Study in Coca-Cola, Corporate Social Responsibility, and Bluewashing
    (2015-05) Hamilton, Joy
    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.
  • Thumbnail Image
    Item
    The Ideal Tourist: Power, Identity, and Environmental Privilege in Tourism Marketing
    (2021-10) Hamilton, Joy
    Many states in the U.S. are competing to attract wealthy travelers through magazines, commercials, and elaborate branding campaigns. To keep pace, governments increasingly employ corporate advertising methods that target ideal consumers. Using Colorado as a case study, “Ideal Tourist: Power, Identity, and Environmental Privilege in Tourism Marketing,” uncovers the content and circulation of tourism media and the public-private partnerships that drive taxpayer-supported tourism promotion and research. Although tourism offices view their work as apolitical, this project reveals that tourism media reinforce other systems of inclusion and exclusion and thus exercise political power in assigning worthiness to identity groups in relation to who can travel where and under what circumstances.