No Logo Video

Naomi Klein who is a Canadian activist and a journalist explains and tells us in her book No Logo:

the reasons behind the backlash against the increasing economic and cultural reach of multinational companies.

She analyzes how branded goods, such as Tommy Hilfiger and Nike turn out to be valued and admired symbols around the world.

Klein’s argument is that:

globalization is a process whereby corporations discovered that profits lay not in making products (outsourced to low-wage workers in developing countries), but in creating branded identities people adopt in their lifestyles.

In No Logo, she uses a great number of media examples. The book demonstrates:

how the commercial takeover of public space, destruction of consumer choice, and replacement of real jobs with temporary work – the dynamics of corporate globalization – impact everyone, everywhere.

No Logo draws the reader’s attention to the democratic resistance taking place everywhere in the world in order to:

challenge the hegemony of brands.

You can watch here an introduction to Naomi Klein’s No Logo where you can also read the documentary script as text.

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