By Naomi Klein
As worldwide organizations compete for the hearts and wallets of customers who not just purchase their items yet willingly market it them from head to toe—witness today’s schoolbooks, superstores, wearing arenas, and brand-name synergy—a new new release has all started to conflict consumerism with its personal top guns. during this provocative, well-written learn, a front-line record on that conflict, we learn the way the Nike swoosh has replaced from an athletic status-symbol to a metaphor for sweatshop hard work, how teenaged McDonald’s employees are risking their jobs to hitch the Teamsters, and the way “culture jammers” make the most of spray paint, computer-hacking acumen, and anti-propagandist wordplay to undercut the slogans and meanings of billboard advertisements (as in “Joe Chemo” for “Joe Camel”).
No brand will problem and enlighten scholars of sociology, economics, pop culture, overseas affairs, and marketing.
“This e-book isn't really one other account of the facility of the pick out team of company Goliaths that experience amassed to shape our de facto worldwide govt. really, it truly is an try and study and record the forces opposing company rule, and to put out the actual set of cultural and monetary stipulations that made the emergence of that competition inevitable.”—Naomi Klein, from her creation
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Additional info for No Logo: Taking Aim at the Brand Bullies
A 1998 learn of brand-name production within the chinese language specific fiscal zones came upon that Wal-Mart, Ralph Lauren, Ann Taylor, Esprit, Liz Claiborne, Kmart, Nike, Adidas, J. C. Penney and the restricted have been merely paying a fragment of that depressing 87 cents-some have been paying as low as thirteen cents an hour. the one strategy to know the way wealthy and supposedly law-abiding multinational enterprises may well regress to nineteenth-century degrees of exploitation (and get stuck time and again) is thru the mechanics of subcontracting itself: at each layer of contracting, subcontracting and homework, the brands bid opposed to one another to force down the cost, and at each point the contractor and subcontractor targeted their small revenue. on the finish of this bid-down, contract-out chain is the worker-often 3 or 4 occasions got rid of from the corporate that positioned the unique order-with a pay fee that has been trimmed at each flip. "When the multinationals squeeze the subcontractors, the subcontractors squeeze the workers," explains a 1997 record on Nike's and Reebok's chinese language shoe factories. "No Union, No Strike" a wide signal is published at a vital intersection within the Cavite Export Processing region: "DO no longer hearken to AGITATORS and hassle MAKERS. " The phrases are in English, painted in shiny pink capital letters and everybody is familiar with what they suggest. even supposing alternate unions are technically felony within the Philippines, there's a greatly understood - if unwritten - "no union, no strike" coverage contained in the zones. because the signal indicates, staff who do try to set up unions of their factories are seen as troublemakers, and infrequently face threats and intimidation. one of many purposes I went to Cavite is that I had heard this region was once a hotbed of "troublemaking," because of a newly shaped association referred to as the staff' guidance Centre. hooked up to Rosario's Catholic church just a couple of blocks from the zone's front, the centre is attempting to wreck during the wall of worry that surrounds free-trade zones within the Philippines. Slowly, they've been amassing information regarding operating stipulations within the sector. Nida Barcenas, one of many organizers on the centre, advised me, "At first, I used to need to persist with employees domestic and beg them to speak to me. They have been so scared - their households stated i used to be a troublemaker. " yet after the centre have been up and working for a yr, the region employees flocked there after their shifts — to hang around, devour dinner and attend seminars. I had heard in regards to the centre again in Toronto, informed by means of numerous overseas labour specialists that the study and organizing on free-trade zones popping out of this little bare-bones operation is without doubt one of the so much complicated being performed at any place in Asia. the staff' guidance Centre, referred to as WAC, used to be based to aid the manufacturing unit staff' constitutional correct to struggle for higher conditions-zone or no area. Zernan Toledo is the centre’s such a lot extreme and radical organizer, and even though he's in simple terms twenty-five and appears like a faculty pupil, he runs the centre’s affairs with al the self-discipline of a progressive mobilephone.