By Naomi Klein
The hotly debated record from the frontlines of mounting backlash opposed to multinational corporations.
A nationwide bestseller, No Logo took Canadians by way of typhoon whilst it used to be released final yr in hardcover. equivalent elements cultural research, political manifesto, mall-rat memoir, and journalistic exposé, it's the first publication to discover a betrayal of the principal gives you of the data age: selection, interactivity, and elevated freedom. No Logo takes aside our packaged and branded international and places the items into transparent pop-historical and monetary point of view. Naomi Klein tracks the resistance and self-determination mounting within the face of our new branded international and explains why essentially the most respected manufacturers on the planet are discovering themselves at the incorrect finish of a bottle of spray paint, a working laptop or computer hack, or a global anti-corporate crusade.
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Additional resources for No LOGO. 10th Anniversary Edition : No Space, No Choice, No Jobs
It was once, like Jordan as opposed to Nike, a conflict of the manufacturers. even if the tune itself is natural cotton sweet, the Aqua case is worthy contemplating since it driven the envelope on copyright bullying, introducing the concept musicians needs to now be cautious not just of direct sampling yet of quite a bit as stating any trademarked items. It additionally highlighted the uncomfortable stress among the expansive common sense of branding —the company wish for complete cultural integration —and the petty good judgment of those criminal crusades. Who if now not Barbie is as a lot cultural image as product? Barbie, finally, is the archetypal area invader, a cultural imperialist in red. She is the person who paints complete cities fuchsia to rejoice “Barbie Month. ” She is the Zen mistress who for the previous 4 a long time has insisted on being every thing to younger ladies —doctor, bimbo, youngster, occupation woman, Unicef ambassador…. the folk at Mattel weren’t drawn to conversing approximately Barbie the cultural icon after they introduced the Aqua go well with, although. “This is a company factor, now not a freedom of speech issue,” a Mattel spokesperson informed Billboard. “This is a $2 billion corporation, and we don’t wish it messed round with, and occasions like this progressively bring about model erosion. ”24 Barbie is a for-profit firm, it’s actual. and types akin to Barbie, Aspirin, Kleenex, Coca-Cola and Hoover have consistently walked a very good line among desirous to be ubiquitous yet no longer desirous to develop into so heavily linked to a product type that the emblem identify itself turns into universal — as simply invoked to promote a competing model as their very own. yet whereas this struggle opposed to erosion turns out average within the context of manufacturers competing with one another, it’s a unique topic whilst checked out throughout the lens of competitive way of life branding —and from that point of view, a re-assessment of the public’s correct to reply to those “private” pictures turns out urgently required. Mattel, for example, has reaped large earnings through encouraging younger women to construct intricate dream lives round their doll, however it nonetheless desires that courting to be a monologue. The toy corporation, which boasts of getting “as many as a hundred diverse [trademark] investigations occurring at any time in the course of the world,”25 is nearly comically competitive in maintaining this formulation. between different feats, its legal professionals have close down a rebellion woman zine referred to as whats up There, Barbie woman! and effectively blocked the distribution of Todd Haynes’s documentary big name: The Karen wood worker tale, a reenactment of the lifetime of the anorexic pop superstar utilizing Barbies as puppets (legal strain additionally got here from Carpenter’s family). it kind of feels becoming that Aqua member Sren Rasted says he bought the assumption for the track “Barbie lady” after traveling “an art-museum exhibition for children on Barbie. ”26 so that it will have its famous person doll inaugurated as a cultural artifact, Mattel has in recent times been mounting touring indicates of previous Barbies, which declare to inform the heritage of the US via “America’s favourite doll. ” a few of these indicates are wear at once by way of Mattel, others via deepest creditors operating heavily with the corporate, a courting that guarantees that disagreeable chapters in Barbie’s historical past —the feminist backlash opposed to the doll, say, or Barbie the cigarette version — are mysteriously absent.