Or you doesn't shout No Logo! For its 10th anniversay Naomi Klein has updated this iconic book. The financial power corporations derive from their brands gives them a great deal of leverage, which they use to bend national governments to their will, forcing them to drop trade barriers, lower taxes, deregulate markets and eliminate environmental protections. In a remarkably self-aware passage, she points out that there has to be more to environmentalism than an Energy Saver sticker on your computer monitor, and more to social justice than a Fair Trade logo on your coffee mug. It worked so beautifully, word about the book spread across campus, and other students were begging to read it in their sections of the course. As America faces a second economic depression, Klein's analysis of our corporate and branded world is as timely and powerful as ever.
That he has failed to deliver is almost beside the point. Es existiert ein gewaltiger Unterschied zwischen dem Logo, dem Image einer Marke und dem Produkt selbst. Whenever corporate bad faith was exposed, the need to preserve shareholder value forced companies to make sure their corporate deeds aligned with their marketing. But, gradually, tentatively, a new generation is beginning to fight consumerism with its own best weapons; and it is the first skirmishes in this war that this abrasively intelligent book documents brilliantly. I used it to illustrate contemporary applications of complex cultural theories in an introductory social science sequence. Klein argues that large consider the marketing of a brand name to be more important than the actual manufacture of products; this theme recurs in the book, and Klein suggests that it helps explain the shift to production in countries in such industries as clothing, footwear, and computer hardware. I used it to illustrate contemporary applications of complex cultural theories in an introductory social science sequence.
Forget about your job, your church or your family, what matters—at least in terms of social status and personal identity—is the brands you consume. Naomi Klein tells a story of rebellion and self-determination in the face of our new branded world. Translations from the original English into several other languages have also been published. But you won't be happier for it. Equal parts journalistic expose, mall-rat memoir, and political and cultural analysis, it vividly documents the invasive economic practices and damaging social effects of the ruthless corporatism that characterizes many of our powerful institutions.
A 10th anniversary edition was published by Fourth Estate that includes a new introduction by the author. How much would one expect Paramount Pictures, for example, to protest against Blockbuster´s policies, given that they are both divisions of Viacom? She writes a weekly column in The Globe and Mail, Canada's national newspaper, and is also a frequent columnist for the British Guardian. The book then shifts back to , where the lack of manufacturing jobs has led to an influx of work in the service sector, where most of the jobs are for minimum wage and offer no benefits. Klein argues that this is part of a trend toward targeting younger and younger consumers. Of course, all brands are built around a promise or selling proposition, but as Klein argues, whatever a brand is supposed to stand for, it has little to do with how the product is manufactured. Klein is a contributing editor for Harper's and reporter for Rolling Stone, and writes a syndicated column for The Nation and the Guardian.
It worked so beautifully, word about the book spread across campus, and other students were begging to read it in their sections of the course. A copy of No Logo is even used in the official video for the song. It tells a story of rebellious rage and self-determination in the face of our branded world, calling for a more just, sustainable economic model and a new kind of proactive internationalism. Her analysis is thorough and thoroughly engaging. But from eco- to organic, fair trade to locally sourced, sweatshop safe to dolphin-friendly, sales pitches that would have reeked of patchouli oil and set the Red baiters on full alert ten years ago are now thoroughly mainstream.
This is a book about that much-maligned, much-misunderstood generation coming up behind the slackers, who are being intelligent and active about the world in which they find themselves. Her analysis is thorough and thoroughly engaging. Along the way, the brands attempted to associate their names with everything from movie stars and athletes to grassroots social movements. Since her book The Shock Doctrine was published last year, Klein, now thirty-eight, has become the most visible and influential figure on the American left-what Howard Zinn and Noam Chomsky were thirty years ago. The global companies claim to support diversity but their version of ´´corporate multiculturalism´´ is merely intended to create more buying options for consumers. In both cases, the problem she diagnoses is that a profoundly corrupt system remains intact, and any suggestion that things might have changed for the better is dismissed as more marketing spin.
The first three deal with the negative effects of brand-oriented corporate activity, while the fourth discusses various methods people have taken in order to fight back. According to Klein, in response to an economic crash in the 1980s due to the , , the , and the , corporations began to seriously rethink their approach to marketing and to target the youth demographic, as opposed to the , who had previously been considered a much more valuable segment. No Logo: Taking Aim at the Brand Bullies is a book by the Canadian author. In No Logo, Klein patiently demonstrates, step by step, how brands have become ubiquitous, not just in media and on the street but increasingly in the schools as well. Im Zeitalter des globalen Kapitalismus verkauft uns die Produktwerbung all das, was wir im täglichen Leben vermissen: Selbstverwirklichung, Freundschaft, Kommunikation, Freiheit, Sicherheit, Glücksgefühle und Spiritualität.
Klein certainly recognizes how much things have changed over the past decade, and she opens her new introduction with two telling examples. The second angle has to do with the political sphere. She is a frequent media commentator and has guest-lectured at Harvard, Yale, and New York University. Also discussed is the way that corporations abuse in order to silence anyone who might attempt to criticize their brand. Less radical protests are also discussed, such as the various movements aimed at putting an end to labour.
As far as she is concerned, the Obama brand circa 2009 is just as hollow—and ultimately as inauthentic—as the corporate brands she X-rayed a decade earlier. Includes a New Introduction In ihrer scharfsinnigen Studie offenbart Naomi Klein die Machenschaften multinationaler Konzerne hinter der Fassade bunter Logos. Archived from on 2 October 2007. But as time went on, what I clearly saw was a movement forming before my eyes. In the last decade No Logo has become an international phenomenon.