Coke as Queer Utopianism

“What’s great about this country is that America started the tradition where the richest consumers buy essentially the same things as the poorest. You can be watching TV and see Coca-Cola, and you know that the President drinks Coke, Liz Taylor drinks Coke, and just think, you can drink Coke, too. A Coke is a Coke and no amount of money can get you a better Coke than the one the bum on the corner is drinking. All the Cokes are the same and all the Cokes are good. Liz Taylor knows it, the President knows it, the bum knows it, and you know it.”
-Andy Warhol, The Philosophy of Andy Warhol

“In it’s everyday manifestation such an object would represent alienated production and consumption. But Warhol and O’Hara both detect something else in the object of a Coke bottle and in the act of drinking a Coke with someone. What we glean from Warhol’s philosophy is the understanding that utopia exists in the quotidian. Both queer cultural workers are able to detect an opening and indeterminacy in what for many people is a locked-down dead commodity.”
-José Esteban Muñoz, Cruising Utopia: The Then and There of Queer Futurity

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