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Societies are rebuilding themselves systemically in the symbolic universe generated by the integration of the processes of globalization. The context, coupled with mass culture, promoted brands the complex cultural symbols. Inspired by Foucault’s archeology, this photoethnographic study revealed ordering the discursive field of a global brand presence in everyday practices. The discursive formations are pointed governed by two general rules: rhetoric and dialectic.As sociedades vêm se reconstruindo de forma sistêmica no universo simbólico gerado pela integração dos processos de mundialização e de globalização. O contexto, aliado à cultura de massas, promoveu as marcas a símbolos culturais complexos. Inspirados na arqueologia foucaultiana, este estudo fotoetnográfico revelou a ordenação do campo discursivo da presença de uma marca global em práticas cotidianas. As formações discursivas apontaram estarem regidas por duas regras gerais: a retórica e a dialética

Bidimensionalidade mundana no lado Coca-Cola da vida: um estudo arqueológico fotoetnográfico