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No Logo: Taking Aim at the Brand Bullies
 
 

No Logo: Taking Aim at the Brand Bullies (Paperback)

de Naomi Klein (Author)
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  • Cet article : No Logo: Taking Aim at the Brand Bullies de Naomi Klein

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Amazon.ca Canadian Essential

Toronto Star columnist Naomi Klein's No Logo, published at the very end of 1999, caught the imagination of the next millennium's first generation of activists, becoming the bible for the international anti-globalization movement. Documenting the ubiquity of brand identities and the harsh labour practices and self-censorship that the megabrands enforce, No Logo is both an encyclopedic expose of the many-tentacled modern corporation and a recipe book for resistance.

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We live in an era where image is nearly everything, where the proliferation of brand-name culture has created, to take one hyperbolic example from Naomi Klein's No Logo, "walking, talking, life-sized Tommy [Hilfiger] dolls, mummified in fully branded Tommy worlds." Brand identities are even flourishing online, she notes--and for some retailers, perhaps best of all online: "Liberated from the real-world burdens of stores and product manufacturing, these brands are free to soar, less as the disseminators of goods or services than as collective hallucinations."

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. (The controversy over advertiser-sponsored Channel One may be old hat, but many readers will be surprised to learn about ads in school lavatories and exclusive concessions in school cafeterias.) The global companies claim to support diversity, but their version of "corporate multiculturalism" is merely intended to create more buying options for consumers. When Klein talks about how easy it is for retailers like Wal-Mart and Blockbuster to "censor" the contents of videotapes and albums, she also considers the role corporate conglomeration plays in the process. How much would one expect Paramount Pictures, for example, to protest against Blockbuster's policies, given that they're both divisions of Viacom?

Klein also looks at the workers who keep these companies running, most of whom never share in any of the great rewards. The president of Borders, when asked whether the bookstore chain could pay its clerks a "living wage," wrote that "while the concept is romantically appealing, it ignores the practicalities and realities of our business environment." Those clerks should probably just be grateful they're not stuck in an Asian sweatshop, making pennies an hour to produce Nike sneakers or other must-have fashion items. Klein also discusses at some length the tactic of hiring "permatemps" who can do most of the work and receive few, if any, benefits like health care, paid vacations, or stock options. While many workers are glad to be part of the "Free Agent Nation," observers note that, particularly in the high-tech industry, such policies make it increasingly difficult to organize workers and advocate for change.

But resistance is growing, and the backlash against the brands has set in. Street-level education programs have taught kids in the inner cities, for example, not only about Nike's abusive labor practices but about the astronomical markup in their prices. Boycotts have commenced: as one urban teen put it, "Nike, we made you. We can break you." But there's more to the revolution, as Klein optimistically recounts: "Ethical shareholders, culture jammers, street reclaimers, McUnion organizers, human-rights hacktivists, school-logo fighters and Internet corporate watchdogs are at the early stages of demanding a citizen-centered alternative to the international rule of the brands ... as global, and as capable of coordinated action, as the multinational corporations it seeks to subvert." No Logo is a comprehensive account of what the global economy has wrought and the actions taking place to thwart it. --Ron Hogan


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3.8étoiles sur 5 (90 évaluations de client)
 
 
 
 
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14 internautes sur 16 ont trouvé ce commentaire utile :
3.0étoiles sur 5 Big Brother vs The Mommy State, Fév 18 2002
Par shorbe (Melbourne, Australia) - Voir tous mes commentaires
This book is certainly a fascinating read, provocative, and stimulating. Those factors in and of themselves make it worth reading, because in the least, it will challenge the reader (as it did with me) to re-evaluate his or her positions on a whole range of issues. This is true even if the reader ultimately rejects some, or all, of the author's arguments.

However, I did find Klein's ability to trip over herself in an attempt to be politically correct, as well as her incessant middle-class, white guilt to be a bit much at times, and she presented a very one-sided argument.

Klein paints a stark picture of the way consumerism runs, and if not for the last few chapters, it would be easy to come away from this book completely depressed and disillusioned with the human situation. Ultimately though, I still came away from this book with discomfort. I think this stemmed not from the corporate activity. I actually found Phil Knight to be the real Machiavellian hero of this book due to his deep and amusing understanding of human nature. My discomfort came from the glaring contradiction in Klein's philosophical and political ideologies.

In the most basic form, Klein seems to dislike globalisation because it essentially impinges on the democratic freedoms of individuals. I agree to that extent (although it also does a lot of good for people). Personally, I think the form of globalisation portrayed in her book is an abomination. The situations described at all stages of the retail industry do seem cripple and stifle individual liberties, although in certain stages, people do have more of an avenue out. Also, not to be discussed here, but Klein cleverly side steps the entire issue that the plight of the third world may not be entirely the fault of colonialism and neo-colonialism, but based on anachronistic and stagnant cultural, religious and philosophical ideals and the tacit acceptance in these and corrupt political systems. That aside though, I'm not justifying the ugly face of globalisation.

It is from here that we disagree though. Firstly, her continuous trumpeting of representative democracy seems to miss a couple of things. Firstly, representative democracy is like three wolves and a sheep deciding what is for dinner (or perhaps even three sheep and a wolf). By definition, it must be about the sacrifice of individual liberties to the will of the majority. I'm neither a wolf nor a sheep, so it certainly isn't to my benefit. That aside though, there is a parallel between this and the economics she describes. Those with less wealth have less economic representation than those with more, in much the same way as three wolves have more say as to the menu than one sheep.

If Klein is to talk about true freedom, then she shouldn't dismiss corporations, yet advocate states. She loves the idea of government though (so long as it's "nice"). From my reading of her book, Klein seems to hate the intrusive and draconian arm of the multi-nationals, yet has no problem with the intrusive and draconian arm of governments in a whole range of areas ranging from political correctness, labour laws, protectionism, taxation, social security, and a whole grab bag of perennial libertarian favourite annoyances. After all, whether a corporation or a government dictates my life, if the decisions are not mine, what is the difference? The difference, of course, is that Klein (and the left generally) doesn't see socialistic governments as intrusive or draconian. They're moral of course!

That is the whole point though- it's all about personal responsibility, and choice (ironically). I'm certainly no fan of Orwellian corporations and I'm no walking billboard (although, there's a fair degree of hypocritical, middle-class existence involved by patronising some corporations on a daily basis). Legislation and the tyranny of the utilitarian majority are no alternatives though, at least not if freedom is the aim. If Klein does value every person as capable of taking charge of his or her own life, then this must surely extend to all facets of an individual's life. Every individual should take charge of his or her own economics, social interactions and morality (often all in the one instance). Rights go with responsibilities though. The last thing we need is to be governed. We're not little kids in need of a governess. Of course though, I think most people really don't want individual freedom, and so whether it's church, state or corporation/logo, people need (and want) to give themselves over.

For those of us who want freedom, the Mommy State is not an improvement on Big Brother, and that's why I found Klein's book ultimately unfulfilling.

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7 internautes sur 7 ont trouvé ce commentaire utile :
4.0étoiles sur 5 A Tale of MNC Domination, Mai 3 2001
Par Jameel (Toronto, ON, Canada) - Voir tous mes commentaires
Whether you're a high schooler just taking interest in the plight of today's Multinational Corporations, or a member of the black-bloc fighting the front lines in Quebec City, this book is a must read. Klein takes aim at the brand phenomenon by dividing her book into four effective parts; NO SPACE, NO CHOICE, NO JOBS, and NO LOGO, going deep into the brief, yet storied history of the brand phenomenon, telling us why "superbrand" corporations dominate our economy today. Klein has basically taken everything you need to know about the anti-corporate movement, sprinkled it with some personal experience and great writing style, and has jammed it into one book that needs to be read by anyone even slightly concerned with the growing dominance of today's Multinational Corporations. While the book is quite lengthy and tends to get quite extensive in terms of detail, her anecdotal use is magnificent. The use of superbrand corporations in those anecdotes, such as McDonalds, Wal-Mart and Nike will keep the average reader interested, instead of the theory x/theory y business which I tend to find quite tedious to read. It will be well worth it to invest your time in reading this book.
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7 internautes sur 8 ont trouvé ce commentaire utile :
4.0étoiles sur 5 Challenging and Sobering, Janv. 9 2004
Par Jeff Strong (Hamilton, Ontario Canada) - Voir tous mes commentaires
No Logo is a sobering report on the current state of globalization and it's potential future impact. The nature of big business is ruthlessly criticized throughout (and rightly so), but is accomplished in such a mature and intelligent way that by the end of the book I was ready to participate in my first anti-globalization rally.

A must-have book for those seeking to understand this current phenomenon and how this process is unfolding for millions around the world.

A call to caution and economic reform, No Logo deserves a read by intelligent, thoughtful individuals concerned about the nature of society and culture at large.

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Commentaires client les plus récents

1.0étoiles sur 5 I struggled through 61 pages before abandoning it !
I expected to learn about the rise of branding and logo placement etc but was sadly disappointed. Klein's writing style is far too wordy, full of meaningless... Read more
Publié le Janv. 26 2006 par Alan Chard

1.0étoiles sur 5 I went for radical and found ridiculous
I like many people am frustrated with the times we live in and i started reading this book hoping for some answers/solutions/new ideas, and i didn't get much of anything. Read more
Publié le Janv. 28 2005 par littlenub

4.0étoiles sur 5 Everyone should read this!
It was really well organized and was a huge eye-opener for me. Some parts were really technical but still gave me a new perspective about corporations.
Publié le Aoû 4 2004

4.0étoiles sur 5 A little more than I needed to know
You definetly get your money's worth. Starts well and keeps you interested for about 350 pages, At that point you wish it was over, unfortunately it continues to limp on for... Read more
Publié le Avril 20 2004

5.0étoiles sur 5 Great and interesting read...
Naomi Klein has successfully documented the growing concern about consumerism in North America and around the world. Read more
Publié le Janv. 25 2004 par C. Horgan

4.0étoiles sur 5 Extremely Enlightening
I picked up author Naomi Klein's book on a whim, after seeing it on sale at Amazon.ca. Thinking that it may give me some insight about the annoying protesters that I always hear... Read more
Publié le Nov. 5 2003 par Mikk LaWatchdog

5.0étoiles sur 5 Paradigm-Altering Masterpiece
This book is a concise yet comprehensive review of the state of corporate avarice and the consumer appetite that mindlessly promotes it. Read more
Publié le Nov. 19 2002 par jdv

4.0étoiles sur 5 The perfect entree into the globalization debate
While this book does its fair share of chronicling the exploits of and exploitation by the chronically greedy, it's not just a big whine. Read more
Publié le Jui 8 2002 par Ben R.

5.0étoiles sur 5 finally one to bind them all...
as an environmentalist, i could see that big corporations were behind much of the political pressure to overexploit our natural resources. Read more
Publié le Mai 19 2002 par sasha mcmahon

4.0étoiles sur 5 I give a sigh of relief
That this book was so clear and stunning, but didn't beat me over the head with grief. I was travelling when I read No Logo, and was pleased to include it my carefully selected... Read more
Publié le Mai 13 2002 par A. Crawford

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