No Logo
No Logo! - The struggle of the global players for market power - a game with many losers and few winners is the German title of a book of Canadian journalist Naomi Klein, in which the globalization of brands and the development of classical, producing manufacturers towards lifestyle marketing company, so pure logo company, is analyzed. The book was published in English in 2000, is considered one of the most influential non-fiction books of recent years and is also referred to as the " Bible of the critics of globalization ".
History
With " No Logo " by Naomi Klein in 2000 face and voice of the anti-globalization movements in the year. Almost overnight, she was considered by her first book as the " most influential person under 35 years " (The Times). The British weekly newspaper The Observer described the book as " the new capital. '" 2001 Klein received as youngest author the Canadian " National Business Book Award " for the year 2000.
Naomi Klein describes the "brand mania" among the world's "Western", ie characterized by "Western" behaviors children and adolescents and the mechanisms that maintain corporations, the brand owner that is looking even lust for these branded products alive.
The author critically examines the economic globalization apart as the relocation of jobs in " sweatshops " of the low-income countries: The fact that the production was moved in ever poorer countries with ever- cheaper labor, would the standard of working conditions in industrialized countries such B social Security. along the way. The production of brand-name companies will done by nameless contract entrepreneurs in limited existing factories within the exempt or subsidized free trade zones, the logo companies, especially manufacturers of clothing and sporting goods such as Nike, Gap, Adidas, limited only to the design of the advertising - brand products. Klein noted that social experiments such as " Reclaim the Streets" in over twenty countries in the world would find their imitation. Their theses were taken up again in several books, for example, in 2001 published " Black Markenfirmen " or 2006 "Group, criticism, campaign ".
Naomi Klein had originally signed a contract with the Canadian publishing button, which was then bought by Bertelsmann. The Book of critic of big business thus appeared in the book division of one of the largest media companies in the world. In 2001 followed the German edition and held for months in the bestseller lists.
Reviews
The sociologist Colin Crouch is of the opinion that Naomi Klein in No Logo! "Brilliant analysis " as global companies outsource all manufacturing processes and limited to financial transactions in order to substantially develop the brand image regardless of the actual quality of their products as the central task by the brand with attractive images, notions and celebrities is associated.
Paul Seabright says, No Logo! is marked by an inconsistency, because small one hand, a postulates omnipotence of big brands, but on the other hand a struggle for survival of these brands describe themselves. However, both arguments could not be simultaneously correct. So some were (about the Levi's brand of jeans ) already been weak examples of Klein's book at the time of publication.
According to Herbert Gintis Klein has a social conscience, but no idea of the subject. Klein's recipes are doomed to failure. The idea to pay sweatshop workers decent wages, be wonderful, but to believe that this could reduce poverty in the world, was ridiculous.
Honors
The book won the following prizes: Den with 20,000 CAN $ doped Canadian National Business Book Award 2000, awarded by PricewaterhouseCoopers in conjunction with the Bank of Montreal and the Globe and Mail each year since 1985 and co-organized by the French Senate Prix Médiations 2001. Furthermore, No Logo was among the five nominated for the Guardian First Book Award 2000 books.
Text output
- Naomi Klein: No Logo! - The struggle of the global players for market power - a game with many losers and few winners. from the American. Riemann, Munich 2001, ISBN 3-570-50018-7.