Historian examines Coca-Cola, Latin America diplomacy and globalization
How does Coca-Cola help us explore questions of globalization and U.S. business and diplomacy in Latin America?
Posted: October 22, 2009
Prof. Julio Moreno
Julio Moreno, a research fellow at the Institute for Historical Studies and associate professor of history and Latin American studies at the University of San Francisco, will examine this question in a talk titled "What Global Capitalism Leaves to the Nation: Coca-Cola, Latin America, and the United States."
Moreno looks at how American corporate executives and policy makers throughout the 20th century read local cultures abroad and how their reading informed American capitalist expansion and foreign policy.
His analysis of how local and global factors impact American corporate expansion and how such impact evolved as conditions changed throughout the twentieth century is critical and timely, as government officials, corporate executives, and the American public are increasingly concerned and interested in understanding the nature of corporate America and its relationship to the state and civil society at home and abroad.
A specialist in modern Mexican history as well as the social and cultural history of Latin America, Dr. Moreno’s first book Yankee Don't Go Home! Mexican Nationalism, American Business Culture, and the Shaping of Modern Mexico, 1920-1950 (University of North Carolina Press, 2003) examines American business in mid-20th century Latin America. He is currently writing two books: one that looks at the fascinating history of Coca-Cola in Latin America and the other that deciphers the nature of American business and diplomacy in Latin America during the Cold War.
Moreno will also participate in a symposium on Oct. 29-30, titled "Latin America in the Cold War"
Public Affairs Specialist, College of Liberal Arts