Cola Beach Quotes

…anyway it wasn’t your reading that started this. It was the laugher, the carefree laughter, the three dimensional Coca Cola advertisement that you were, the try-anything-once friends, the imperviousness to all that came before you, the chain phone calls, the in-jokes, the instant success, the beach houses, the white lace underwear, the private dancing, the good-graced acceptance pf part-time shift work, the apparent absence of expectations, the ever-changing disposable cults of the rural, the family, the eastern, the modern, the postmodern, the impoverished, the sleekly deregulated, the orgasm, the feminine, the feminist, and then the way you canceled with the air of one making a salad

He nearly called you again last night. Can you imagine that, after all this time? He can. He imagines calling you or running into you by chance. Depending on the weather, he imagines you in one of those cotton dresses of yours with flowers on it or in faded blue jeans and a thick woollen button-up cardigan over a checkered shirt, drinking coffee from a mug, looking through your tortoiseshell glasses at a book of poetry while it rains. He thinks of you with your hair tied back and the characteristic sweet scent on your neck. He imagines you this way when he is on the train, in the supermarket, at his parents' house, at night, alone, and when he is with a woman. He is wrong, though. You didn't read poetry at all. He had wanted you to read poetry, but you didn't. If pressed, he confesses to an imprecise recollection of what it was you read and, anyway, it wasn't your reading that started this. It was the laughter, the carefree laughter, the three-dimensional Coca-Cola advertisement that you were, the try-anything-once friends, the imperviousness to all that came before you, the chain telephone calls, the in-jokes, the instant music, the sunlight you carried with you, the way he felt when you spoke to his parents, the introductory undergraduate courses, the inevitability of your success, the beach houses, ...

A second element in the creation of commercial value is scarcity, the separation of people from whatever they might want or need. In artificial environments, where humans are separated from the sources of their survival, everything obtains a condition of relative scarcity and therefore value. There is the old story of the native living on a Pacific island, relaxing in a house on the beach, picking fruit from the tree and spearing fish in the water. A businessman arrives on the island, buys all the land, cuts down the trees and builds a factory. Then he hires the native to work in it for money so that someday the native can afford canned fruit and fish from the mainland, a nice little cinder-block house near the beach with a view of the water, and weekends off to enjoy it. The moment people move off land which has directly supported them, the necessities of life are removed from individual control. The things people could formerly produce for their survival must now be paid for. You may be living on the exact spot where a fruit tree once fed people. Now the fruit comes from five hundred miles away and costs thirty-five cents apiece. It is in the separation that the opportunity for profit resides. When the basic necessities are not scarce—in those places where food is still wild and abundant, for example—economic value can only be applied to new items. Candy bars, bottled or chemical milk, canned tuna, electrical appliances and CocaCola have all been intensively marketed in countries new to the market system. Because these products hadn’t existed in those places before, they are automatically relatively scarce and potentially valuable.

For previous generations, progress in life so far would have meant going through the motions prescribed by caste and class: together, the imperatives of education (inevitably vocational), marriage (nearly always arranged, with love regarded as a folly of callow youth), parenthood and professional career (with the government) imposed order, without too many troubling questions about their purpose and meaning. Regional and caste background dictated culinary and sartorial habits: kurta-pyjamas and saris or shalwar-kameezes at home, drab Western-style clothes outside; an unchanging menu of dal, vegetables, rotis and rice leavened in some households with non-alcoholic drinks (Aseem’s first publication in the IIT literary magazine was Neruda-style odes to Rooh Afza and Kissan’s orange squash, Complan, Ovaltine and Elaichi Horlicks). We belonged to a relatively daring generation whose members took on the responsibility of crafting their own lives: working in private jobs, marrying for love, eating pasta, pizza and chow mein as well as parathas, and drinking cola and beer, at home, taking beach vacations rather than going on pilgrimages, and wearing jeans and T-shirts rather than the safari suits that had come to denote style to the preceding generation of middle-class Indians. Our choices were expanded far beyond what my parents or Aseem’s could even imagine.

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