No Logo: Taking Aim at the Brand Bullies - The Manufacturing of Human Culture.

Essay by devonwUniversity, Bachelor's November 2003

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Naomi Klein's book No Logo: Taking Aim at the Brand Bullies is a study of the reasons behind the backlash against the increasing economic and cultural scope of global companies. It is an examination of a largely secretive system of information for protests and planning. This book took the author four years (1996-2000) to complete and her research took her to many locations throughout the world. She went to Export Processing Zones such as Indonesia and the Philippines and she also visited public institutions such as universities and elementary schools and the Roots Lodge in Ucluelet, Vancouver Island, British Columbia. From her research, Klein discovered that the social problems that emerged include several different things that impact everyone, everywhere. It is a book that shows how the commercial takeover of public space, the destruction of consumer choice, the replacement of real jobs with temporary work, and the democratic opposition arising internationally to challenge the domination of brands.

This led to Klein asking questions: what can people do who are not fans of globalization and branding? What conditions have set the stage for the backlash? What are the forces pushing more and more people to become suspicious of or even downright enraged at transnational corporations? And finally, what is rousing so many people, especially young people, to act on this rage and suspicion? (xx-xxi).

In her book, Klein argues that globalization is a process whereby corporations discovered that profits were not in the making of products (which they outsourced to workers in developing countries), but in creating branded identities that people adopt in their lifestyles. By wearing Nike, they become an athletic person since Nike decided to brand themselves as the "world's best sports and fitness company" (51) instead of being a company that sold shoes. Of course they...