No Logo: Taking Aim at the Brand Bullies
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As global corporations compete for the hearts and wallets of consumers who not only buy their products but willingly advertise them from head to toe—witness today’s schoolbooks, superstores, sporting arenas, and brand-name synergy—a new generation has begun to battle consumerism with its own best weapons. In this provocative, well-written study, a front-line report on that battle, we learn how the Nike swoosh has changed from an athletic status-symbol to a metaphor for sweatshop labor, how teenaged McDonald’s workers are risking their jobs to join the Teamsters, and how “culture jammers” utilize spray paint, computer-hacking acumen, and anti-propagandist wordplay to undercut the slogans and meanings of billboard ads (as in “Joe Chemo” for “Joe Camel”).
No Logo will challenge and enlighten students of sociology, economics, popular culture, international affairs, and marketing.
“This book is not another account of the power of the select group of corporate Goliaths that have gathered to form our de facto global government. Rather, it is an attempt to analyze and document the forces opposing corporate rule, and to lay out the particular set of cultural and economic conditions that made the emergence of that opposition inevitable.”—Naomi Klein, from her Introduction
company but a specialized task — somebody else's "core competency" that is better left to the experts, while the real business is tended to by an ever-shrinking number of workers, as the next chapter wil show. Yes, but...Won't Bill Gates Save Us? Any discussion of the plight of corporate temps, UPS couriers, outsourced GM workers, Gap greeters, MTV interns and Starbucks "baristas" leads inevitably to the same place: Yes, but... what about all the great new jobs in the growing
everyone should have their own billboard, but they don't," says Jack Napier (a pseudonym) of the Billboard Liberation Front. On the more radical end of the spectrum, a network of "media col ectives" has emerged, decentralized and anarchic, that combine adbusting with zine publishing, pirate radio, activist video, Internet development and community activism. Chapters of the collective have popped up in Tal ahassee, Boston, Seattle, Montreal and Winnipeg — often splintering off into other
is running a seminar called "Ending Sweatshops at Home and Abroad" as part of a conference on globalization. Every time Foo runs a seminar on sweatshops, she pulls out a pair of scissors and asks everyone to cut the labels off their clothing. She then unfurls a map of the world made of white cloth. Our liberated brand names are sewn onto the map, which, over the course of many such gatherings in several countries, has become a crazy patchwork quilt of Liz Claiborne, Banana Republic,
signed. This has not been the case at other universities where athletic departments have quietly entered into multimillion-dollar deals that contained similar gag orders. The University of Kentucky's deal with Nike, for instance, has a clause that states that the company has the right to terminate the five-year $25 million contract if the "University disparages the Nike brand... or takes any other action inconsistent with the endorsement of Nike products." Nike denies that its motivation is
proudly. "We only kept one small factory which is our global technology centre and makes about 1 percent of total output." Though they don't draw the headlines they once did, more factory closures are announced in North America and Europe each week —45,000 U.S. apparel workers lost their jobs in 1997 alone.) That sector's job-flight patterns have been equally dramatic around the globe. Though plant closures themselves have barely slowed down since the darkest days of the