Che's Afterlife: The Legacy of an Image (Vintage Original) (Paperback)

~ (Author)
Key Phrases: tuk tuk, Che Guevara, Latin American, Buenos Aires (more...)

Editorial Reviews

From Publishers Weekly

Casey, Buenos Aires bureau chief for Dow Jones Newswires, tap dances across history and the globe to examine intellectual property and iconography through the lens of the famous image of Che Guevara captured by fashion photographer Alberto Korda. Some say that only the famous photograph of Marilyn Monroe, her skirt rising as she stands over a subway grate, has been more reproduced, writes Casey. The author does not neglect the relevant biographical details or history, but his focus is Che as a brand. He wants to understand why the Korda image remains so compelling to such a wide variety of people and how it continues to represent so many different (and differing) causes; he suggests that the power of Che, the brand, is in its ability to be anything to anyone. The book can feel like a disorderly amalgam of travelogue, visual criticism, biography and reportage—fragments befitting a study of globalized culture. Readers interested in the impact of visual culture or in better understanding the elusiveness of intellectual property rights, particularly in a global marketplace, will find much food for thought. (May)
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Review

“Fascinating. . . . Bracing and keenly observed. . . . Not only a cultural history of an image, but also a sociopolitical study of the mechanisms of fame.”
–Michiko Kakutani, The New York Times

“One of the first books on a rarely discussed aspect of Guevara–his branding and why it has endured for more than four decades. . . . Che’s Afterlife provides a detailed account of the ‘product launch’ of the Guevara brand, with Cuba’s Fidel Castro serving as ‘brand manager.’ In doing so, it offers lessons for Obama on how to rebrand the United States in Latin America.”
–The Miami Herald

“There are those who only know Fidel Castro’s comrade in arms as a commercial image festooned on fashion, bottles of booze, air fresheners and even condoms. Journalist Casey unlocks the iconic image taken by Cuban lenseman Alberto Korda in what Casey calls ‘a frozen millisecond’ in 1960 Havana.”
–New York Post

“Enthralling. . . . About as timely as a book gets. . . . Casey takes off on a quest to find the heart of the definition-of-seminal Che Guevara image. What he comes away with is a fascinating tale of the photographer, the history of the print itself and a global account of the countless places and people that exact image has touched.”
–Weekly Dig (Boston)

“Che’s Afterlife is worth the read for its historical clarity, Casey’s vivid storytelling, and his adroit analysis of the multilayered meaning of photography as both a vehicle for and a destroyer of ideals.”
–DigitalCity.com (America Online blog)

“In this entertaining and provocative book, Michael Casey takes us into the realm where Che’s martyrdom ends and his global branding begins. Che’s Afterlife is also a smart and sassy comment about our life and times; well worth the read.”
–Jon Lee Anderson, author of Che Guevara: A Revolutionary Life

“The definitive account of the birth and dissemination of an iconic image. . . . A riveting tale of art and ambition, of rebellion and merchandising. . . . Illuminating and essential reading.”
–Héctor Tobar, author of Translation Nation

“Lively and informative. . . . Smartly chronicles the explosive Guevara growth industry in the marketplace of ideas and icons.”
–Tom Miller, author of Trading With the Enemy

“Eagle-eyed. . . . Insightful. . . . An evocative and well-written account of All Things Che.”
–Ann Louise Bardach, author of Cuba Confidential and Without Fidel

“A tour de force of pop cultural entertainment and analysis.”
–Professor David D. Perlmutter, author of Blog Wars

“[A] notable history of how the Che Guevara brand was “produced”. . . . Innovative.”
–Jorge Castañeda, author of Compañero: The Life and Death of Che Guevara

See all Editorial Reviews

Product Details

• Paperback: 400 pages
• Publisher: Vintage (April 7, 2009)
• Language: English
• ISBN-10: 0307279308
• ISBN-13: 978-0307279309
• Product Dimensions: 7.9 x 5.1 x 0.9 inches
• Shipping Weight: 12.8 ounces (View shipping rates and policies)
• Average Customer Review: 4.8 out of 5 stars  See all reviews (6 customer reviews)
• Amazon.com Sales Rank: #473,805 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

7 of 7 people found the following review helpful:

5.0 out of 5 stars Great read!, April 20, 2009

By	Meg Murry (New York) - See all my reviews

For anyone who's ever wondered about the real story behind the Che t-shirt, this is the book for you. Casey is a clever, witty storyteller and he takes you from the moment the photo was snapped by Alberto Korda in Havana in 1960 through to the global brand he thinks Che's photo has become today. More a book about icons and branding than a history of Che Guevara, it's well worth the read.

4 of 4 people found the following review helpful:

5.0 out of 5 stars The Enduring Spirit of Che., May 14, 2009

By	Melanie J. Naylor "M Naylor" (Australia) - See all my reviews (REAL NAME)

This superbly executed book examines Che Guevara as global brand, repository for ideals, and deals with the many conflicting accounts of the history of Guevara and the Cuban Revolution. It interweaves the stories of the revolutionary, the powerful Korda image, with well constructed consideration of the political, economic, historical and social factors which have made Che such an enduring icon.

A thoroughly entertaining book, which balances analysis with storytelling.
Beautifully presented, and written with style and humour.

5.0 out of 5 stars A fascinating journey with an amazing cast of characters, August 18, 2009

By	J. Della-Giacoma (Jakarta, Indonesia) - See all my reviews (REAL NAME)

I enjoyed this book immensely. It was a fascinating journey with an amazing set of characters. While journalistic in form, I found it philosophical by nature. The image (and the story of this book) does tell us more about ourselves than Che. Even for those of us who live a world away from the Andes and the struggles of bygone years, the image of Che is part of the lives of so many of us. Following Casey walk in the footsteps of Che makes a ripping yarn in itself. Viva Che's Afterlife. Viva!