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Product Details
Paperback: 544 pages
Publisher: Picador; 10 Anv edition (November 24, 2009)
I read somewhere someone describing Naomi Klein's deconstruction of Roots, the Canadian branded clothing store, and realised only then that her book, No Logo, was written by a thoughtful, academic Canadian who might give me some interesting Chuck Klosterman-like accounts of that weird Canadian branding phenomenon and its perturbed origins and effects. I, like Klein, remember seeing everyone in my grade six class stamped with the same boring Roots sweaters in the cold months, and the same boring Roots t-shirts in the warm months. I could never figure out what Roots was and why people were so fascinated by it. Five letters, a beaver, and you have a youth uniform. Why?
Klein has written a whole book about brands and brand culture. She relates personal histories and interactions with brands, she relates brand anecdotes, she cites statistics and reads trends into them, she discusses awareness and activism, she hypotheses and emits stern warnings about cultural trends that the unthinking masses follow like sheep. Her book is interesting, her ideas often striking, but ultimately she succumbs too often to an urge to ramble; and having read the same or similar points popping up in various parts of the book strengthens my belief that she could have benefitted greatly from a strong editor who could have trimmed the prose, consolidated the points, and chopped out 30% to 40% of the near-400 pages down to a tidy 250 pages or so.
Not all of her ideas are good, though, and while I cannot prove anything, I am suspicious of some of the conclusions she draws from simple statistics - she seldom sounds credible.Read more ›
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In mid-nineteenth century England, poet William Blake indignantly portrayed poor children sneaking a peek from the windows of the factories where they slaved fifteen hours a day, to watch the rich and beautiful cavort in the meadows with their hounds and horses. In the United States of the 1920's, Socialists reveled in contrasting the plight of the downtrodden workers with the opulence of the Robber Barons who lived off their labor. Today, to someone sensitive to the plight of the world's poor, little could be more repugnant than the contrast between the vulgar consumerism of the masses in the advanced capitalist economies and the lowly condition of the destitute third world workers who sew their clothes and craft their sports gear.
Naomi Klein is a prominent spokesperson for those disgusted with this contrast between rich masses in the developed countries and poor masses in the backward countries, the former benefitting obscenely from the low wages and poor working conditions of the latter who work sweatshops on their behalf. Klein wrote in a period when Nike, Wal-Mart, and other mega-corporations were under severe attack for oppressing their domestic and foreign workers. She and fellow activists had hoped this anti-corporate upsurge might turn into a full-fledged revolt that would dramatically improve the lot of low wage workers around the world.
In the second edition of No Logo, which appeared in 2002, she notes that "These struggles may seem slight in retrospect, but you can hardly blame us media merchants for believing that we were engaged in a crucial battle on behalf of oppressed people everywhere: every step we took sparked a new wave of apocalyptic panic from our conservative foes." (p.Read more ›
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Preliminary note: there are some really excellent reviews of this book that I admire and recommend be read as a whole.
Although I have reviewed a number of books on the evil of corporate rule disconnected from social responsibility such as democratic governance normally imposes, books such as Lionel Tiger, "The Manufacture of Evil," and more recently, John Perkins, "Confessions of an Economic Hit Man" and William Greider, "The Soul of Capitalism," this is the first book in my experience to actually focus on the pervasive process of branding and the spread of corporate control (into schoolrooms and chambers of governance), and also focus, with great originality, on the emergence of an active citizen-based opposition to corporate dominance.
In terms of lasting effect, the most important value of this book to me has been the identification of the World Social Forum as a "must attend" event. I plan to do so.
The bottom line in this book, at least to me, is that government has failed to represent the public and sold out to special interests. The author notes how the US helped derail a United Nations effort to establish, in 1986, a transnational oversight body to help avoid the "race to the bottom" and develop standards of equal opportunity and human rights for labor. Other books, such as "The Global Class War" have focused on the emergence of a global elite that works together to exploit the public and the workers, and that is a part of this story.Read more ›
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This item: No Logo: 10th Anniversary Edition with a New Introduction by the Author
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