9780312421434

No Logo: No Space, No Choice, No Jobs

by
  • ISBN13:

    9780312421434

  • ISBN10:

    0312421435

  • Edition: 1st
  • Format: Paperback
  • Copyright: 2002-04-06
  • Publisher: Picador

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Summary

With a new Afterword to the 2002 edition.No Logoemploys journalistic savvy and personal testament to detail the insidious practices and far-reaching effects of corporate marketingand the powerful potential of a growing activist sect that will surely alter the course of the 21st century. First published before the World Trade Organization protests in Seattle, this is an infuriating, inspiring, and altogether pioneering work of cultural criticism that investigates money, marketing, and the anti-corporate movement. As global corporations compete for the hearts and wallets of consumers who not only buy their products but willingly advertise them from head to toewitness today's schoolbooks, superstores, sporting arenas, and brand-name synergya new generation has begun to battle consumerism with its own best weapons. In this provocative, well-written study, a front-line report on that battle, we learn how the Nike swoosh has changed from an athletic status-symbol to a metaphor for sweatshop labor, how teenaged McDonald's workers are risking their jobs to join the Teamsters, and how "culture jammers" utilize spray paint, computer-hacking acumen, and anti-propagandist wordplay to undercut the slogans and meanings of billboard ads (as in "Joe Chemo" for "Joe Camel"). No Logowill challenge and enlighten students of sociology, economics, popular culture, international affairs, and marketing. "This book is not another account of the power of the select group of corporate Goliaths that have gathered to form our de facto global government. Rather, it is an attempt to analyze and document the forces opposing corporate rule, and to lay out the particular set of cultural and economic conditions that made the emergence of that opposition inevitable."Naomi Klein, from her Introduction

Author Biography

Naomi Klein, born in Montreal in 1970, is an award-winning journalist. She writes a weekly column in The Globe and Mail, Canada's national newspaper, and is also a frequent columnist for the British Guardian. For the past five years, Klein has traveled throughout North America, Asia, and Europe, tracking the rise of anti-corporate activism. She is a frequent media commentator and has guest-lectured at Harvard, Yale, and New York University. She lives in Toronto. For more information, please visit her website at www.nologo.org.

Table of Contents

Acknowledgments ix
Introduction A Web of Brands xv
NO SPACE
New Branded World
3(24)
The Brand Expands: How the Logo Grabbed Center Stage
27(36)
Alt. Everything: The Youth Market and the Marketing of Cool
63(24)
The Branding of Learning: Ads in Schools and Universities
87(20)
Patriarchy Gets Funky: The Triumph of Identity Marketing
107(22)
NO CHOICE
Brand Bombing: Franchises in the Age of the Superbrand
129(14)
Mergers and Synergy: The Creation of Commercial Utopias
143(22)
Corporate Censorship: Barricading the Branded Village
165(30)
NO JOBS
The Discarded Factory: Degraded Production in the Age of the Superbrand
195(36)
Threats and Temps: From Working for Nothing to ``Free Agent Nation''
231(28)
Breeding Disloyalty: What Goes Around, Comes Around
259(20)
NO LOGO
Culture Jamming: Ads Under Attack
279(32)
Reclaim the Streets
311(14)
Bad Mood Rising: The New Anticorporate Activism
325(20)
The Brand Boomerang: The Tactics of Brand-Based Campaigns
345(20)
A Tale of Three Logos: The Swoosh, the Shell and the Arches
365(32)
Local Foreign Policy: Students and Communities Join the Fray
397(24)
Beyond the Brand: The Limits of Brand-Based Politics
421(18)
Conclusion Consumerism Versus Citizenship: The Fight For The Global Common 439(8)
Afterword Two Years on the Streets: Moving Through the Symbols 447(12)
Notes 459(24)
Appendix 483(8)
Reading List 491(3)
Photo Credits 494(1)
Index 495

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