Monday, August 30, 2004
Documania! the sequel
I also watched No Logo: Brands, Globalization & Resistance (2003)featuring Naomi Klein. This quote sums some of it up: "Analyzing how brands like Nike,The Gap, and Tommy Hilfiger became revered symbols worldwide, Klein argues 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." I especially liked the point about mall space being faux common space, designed to appear like it's a town square but with very specific restrictions on what can be done there (i.e., no pickets, strikers, freedom of speech, etc.) If it interferes with the shopping experience, it's not allowed.