The fanta-sy of global products: fizzy-drinks, differentiated ubiquity and the placing of globalization

Abstract

If globalization is conceived as an outcome of negotiations between places and relational processes, how do researchers capture such amorphous complexity? Drawing upon the framework of assemblage theory this paper unpicks the plethora of processes and practices encompassed within the problematic term ‘globalization’. Focusing on the ‘banal’ object of a can of Fanta, we demonstrate how this exists in an assemblage which maintains coherence across space (i.e. is universally recognizable) yet is spatially differentiated in its components. Shedding light on how these processes coalesce in place we argue for the acknowledgement of the ‘ubiquitous’ in making place and the importance of difference in underpinning the ‘global’.