Coca-Colonization and Hybridization of Diets among the Tz'utujil Maya

Abstract

Biomedical health professionals express increasing concern that rising consumption of soft drinks and processed foods in Mayan and Latin American eating patterns may lead to detrimental nutritional and health consequences. Scholars debate whether the pervading presence of Coca-Cola and Pepsi in developing countries represents “Coca-Colonization,” synonymous with cultural imperialism, or cultural hybridization. Using mixed qualitative and quantitative research methods, including participant observation and semi-structured interviews, this study explores the development of Coca-Colonization and cultural hybridization among the Tz'utujil Maya of Santiago Atitlán, Guatemala. By specifically examining biomedical perspectives, cycles of conquest, the political economy, religion, celebrations, and the physical environment through the lens of soft drinks, this study finds that Coca-Colonization and cultural hybridization are complementary rather than mutually exclusive processes that contribute to dietary transitions, economic development, and differential health beliefs related to soft drink consumption.

Keywords:

• Guatemala
• Latin America
• Maya
• Coca-Colonization
• dietary change
• nutrition transition
• carbonated beverages

ACKNOWLEDGMENTS

Thanks to Nathan Smith, Mamie Guidera, Mary Summers, Stanley Ulijaszek, Elisabeth Hsu, Caroline Potter, Renee Betancourt, Lisa Gatti, Edward Berchick, Susan Lindee, and David Barnes for mentorship, advice, and editorial assistance. Insights into Tz'utujil culture and on-site guidance were greatly appreciated from Luz de Maria Cabrera, Denisse Guzman Cabrera, Juan Estuardo Velasquez Cabrera, Randy Gomez Sanchez, Rebeca Chiyal Lacan, and staff members of the Hospitalito Atitlán and the Centro de Salud of Santiago Atitlán. This research was made possible by several grants from the University of Pennsylvania: The Ernest M. Brown, Jr. College Alumni Society Research Grant, the Mellon Research Fellowship, the Riepe College House Fellowship, and the Hewlett Award for Innovation in International Offerings from the Office of the Provost. Finally, this research was conducted under the auspices of the University of Pennsylvania's interdisciplinary Guatemala Health Initiative.

Notes

¹“Soft drinks” included any Coca-Cola, Pepsi, or Super Cola soft drink product.