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No Logo

naomi klein

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With a new Afterword to the 2002 edition, No Logo employs journalistic savvy and personal testament to detail the insidious practices and far-reaching effects of corporate marketing—and 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 toe—witness today's schoolbooks, superstores, sporting arenas, and brand-name synergy—a 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 Logo will 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

528 pages, Paperback

First published January 1,2000
Literary awards
guardian first book award, 

This edition

Format
528 pages, Paperback
Published
April 6, 2002 by Picador
ISBN
9780312421434
ASIN
0312421435
Language
English

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About the author

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naomi klein

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Naomi Klein is a Canadian author, social activist, and filmmaker known for her political analyses; support of ecofeminism, organized labour, and leftism; and criticism of corporate globalization, fascism, ecofascism and capitalism. As of 2021, she is an associate professor, and professor of climate justice at the University of British Columbia, co-directing a Centre for Climate Justice.
Klein first became known internationally for her alter-globalization book No Logo (1999). The Take (2004), a documentary film about Argentine workers' self-managed factories, written by her and directed by her husband Avi Lewis, further increased her profile. The Shock Doctrine (2007), a critical analysis of the history of neoliberal economics, solidified her standing as a prominent activist on the international stage and was adapted into a six-minute companion film by Alfonso Cuaron and Jonás Cuarón, as well as a feature-length documentary by Michael Winterbottom. Klein's This Changes Everything: Capitalism vs. the Climate (2014) was a New York Times nonfiction bestseller and the winner of the Hilary Weston Writers' Trust Prize for Nonfiction.
In 2016, Klein was awarded the Sydney Peace Prize for her activism on climate justice. Klein frequently appears on global and national lists of top influential thinkers, including the 2014 Thought Leaders ranking compiled by the Gottlieb Duttweiler Institute, Prospect magazine's world thinkers 2014 poll, and Maclean's 2014 Power List. She was formerly a member of the board of directors of the climate activist group 350.org.

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Rollapoid
★ ★ ★ ★ ★
March 26,2025
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لفترة ما في التسعينات، كانت ناعومي كلاين هي الصوت الأميركي الأكثر غضباً ورفضاً لكل نتائج العولمة والثقافة الاستهلاكية التي أصبحنا نعيشها في كل دقيقة وساعة من حياتنا. تحكي كلاين عن طفولتها ومراهقتها قائلةً أنها كانت مهووسة بالموضة والأزياء وأغلى السلع والبضائع، وأنها كانت تقيم نفسها والآخرين من خلال ما يمتلكونه. وكانت تحلم بالعمل في إحدى الشركات الدولية الكبرى.

ولكنها تغيرت فيما بعد، وهذا التغير الذي نضج أثناء عملها في مجلة "تايم" الأميركية الشهيرة جعلها ترى أضرار العولمة نمط الحياة الاستهلاكية على حياة البشر وأخلاقهم ومعاملاتهم اليومية، وكذلك مستويات الفقر والمعيشة في بلدان العالم الثالث.

نشرت ناعومي كلاين هذا الكتاب في العام 2000، ينقسم الكتاب إلى 4 أقسام وهي: بلا مكان، ويتحدث عن غزو الاعلانات التجارية للفضاء العام في أي مجتمع. أم القسم الثاني من الكتاب وهو : بلا اختيار، ويتحدث عن الأساليب المختلفة التي تستعملها الشركات العالمية العملاقة للقضاء على صغار التجار وأصحاب المحلات والأعمال الصغيرة المستقلة. أما القسم الثالث من الكاتب وهو : بلا وظيفة، فيتحدث عن الطريقة المشابهة التي يقترب فيها العمل في الشركات الكبرى من العبودية، بدون أن يشعر العاملون هناك بذلك. ويتحدث القسم الأخير من الكتاب وهو : بلا ماركة، عن الحراك العالمي ضد سيطرة الشركات الضخمة المتعددة الجنسيات والثقافة الاستهلاكية على حياتنا.

يتميز الكتاب بأسلوب الكاتبة السهل الممتنع (باللغة الإنجليزية) ويتميز كذلك بالأمثلة الواقعية التي صاحبت جميع أقسام الكتاب. كما أن الكاتبة لم تعتمد فحسب على خبرتها كصحفية، بل قامت بمقابلة عشرات العاملين في الشركات الكبرى التي أضحت توجه أسلوب حياتنا، وتقوم ناعومي كلاين بكشف تفاصيل الفساد الأخلاقي وفساد الذمم المنتشر في هذه البيئة.

الكتاب يستحق القراءة وخاصة لمن يريد أن يزيد معرفته عن العالم الاستهلاكي الذي نعيش فيه اليوم.

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aHappyPikachu
★ ★ ★ ★ ★
March 26,2025
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Dużo ciekawych wiadomości, jednakże nagromadzenie ich w jednym rozdziale może sprawiać czytelnikowi trudność. Kilkaset nazwisk, dat, firm, liczb, wykresów, haseł. Do tego kilka tematów podjętych równocześnie i pozostawionych bez refleksji, wyciągnięcia wniosków, podsumowania czy konkluzji. Po prostu przedstawiono nam fakty, kilkaset analiz, mnóstwo przykładów i tysiące danych, jednakże nic z tego nie wynika. Sami mamy wyciągnąć wnioski? Taki rodzaj Biblii bez morału?

I to co boli najbardziej- Autorka nie starała się w ogóle być obiektywna. Przedstawia swoje racje i spojrzenie na daną sprawę. Brak tu neutralności i bezstronności. Coś ją boli i nie pozostaje obojętna- w porządku, ale jej przekonania i ideologia przybierają monstrualne rozmiary. Napisała więc ‘Ewangelię antyglobalizmu’ na potrzeby własne, czy chce czytelnikowi przybliżyć funkcjonowanie międzynarodowych korporacji oraz ich wpływ na nasze życie?
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DressrosaLucy
★ ★ ★ ★ ★
March 26,2025
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Twenty years from its initial publication, No Logo remains sadly relevant in its diagnosis of the adverse effects of brand culture. It is a lament for the public and private space being invaded by consumer brands and a warning about the effects of globalization on the "undeveloped" countries blessed by the economic wellspring of Western industry. The discussion of the ways brands (and, by extension, most limbs of capitalism) co-opt youth culture and identity politics is especially on point. It's distressing to see a call from the past to move beyond issues of representation and focus our collective struggles on issues of material conditions, given how much of "progressive"/liberal discourse remains mired in the former. I appreciate that a significant portion of the book is devoted to how people have fought back against rampant branding, even though the strategies discussed aren't entirely convincing. Encouraging people to leverage their collective buying power to reprimand corporations is admirable, and it's true that corporations can wield more influence than the government, but dismissing the idea of closely analyzing and seeking to change the political systems which enable the corporate abuses discussed seems shortsighted. While there is some early discussion of how neoliberal reforms opened the gates for brands to run wild and free, I would have preferred a more in-depth analysis of how the extractive nature of capitalism made the outsourcing of jobs and exploitation of international workers inevitable. Klein seems to believe there is some ethical version of capitalism that can exist, which I'm not especially convinced of. Nonetheless, I was informed and entertained by this book and it is excellent food for thought as someone going into a field that worships brands and branding.
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Ijou
★ ★ ★ ★ ★
March 26,2025
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This is my bible. Why? Well, we live in an age when every experience, from driving down the street, to listening to music or surfing the internet, all result in one inevitable conclusion- commercial bombardment. This book illustrates how before advertising, people actually cared which shoe lasted longest or looked best. Now, people are more concerned with branding. The modern corporation devotes enormous time and money to figuring out how to sell cool to the youth of America. And Naomi Klein, evenhandedly, describes both the problem and those who resist. It's incredibly fast, as it's filled with interesting anecdotes about products we've come to love.
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DeuxExKane
★ ★ ★ ★ ★
March 26,2025
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I read this after the horrible time of post-9/11. This is an excellent anti-corporate militancy, which gave me a hell of a lot informations about the political discourse of the time. Reading Chomski, and then Naomi Klein, I become familiar to political analysis of Arondhati Roy and Goenawan Mohamad and many others in connection with invasion of Afghanistan and Iraq. Naomi Klein in the begining page refers to Indonesian writer Y.B. Mangunwijaya; "You might not see things yet on the surface, but underground, it's already on fire."

نمی دانم ترجمه ی فارسی عنوان این کتاب، چه می شود؛ "نه علامت مشخصه"!؟ اثر شگفت انگیز خانم "نوامی کلاین"، یکی از همین کتاب های "نسوخته" اما "گم شده" در انبوه رسانه هاست. "نو لوگو" مجموعه ی مقالاتی ست که بصورت روایی در چهار بخش تنظیم شده: "نه قضا"، "نه انتخاب"، "نه شغل" و "نه علامت مشخصه"، که در سفیدی میان سطور درخشان و ارقام هول برانگیزش، بسیاری ناگفته ها در مورد امپراطوری انحصارات بزرگ نهفته است. خانم "کلاین" در این کتاب 480 صفحه ای روایت می کند که چگونه رشد و بالندگی انحصارات فراملیتی که جملگی از قوانین "دنیای آزاد" بهره می برند، به استثمار بیش از سه چهارم مردم دنیا و تقریبن هفتاد درصد اقتصاد بازار آزاد دنیا می انجامد! به این صورت، شهروندان این جهان هم چون "فاوست"، شیره ی زندگی خود و فرزندانشان را هر روز در مقابل یک لبخند، به شیطان انحصارات بین المللی می فروشند!
خانم "نوامی کلاین"، نویسنده و مبارز آزادی بیان و حقوق بشر، در 1970 در مونترآل (کانادا) به دنیا آمده و ساکن تورنتو (کانادا)ست. و کتابش؛ "نه علامت مشخصه" که از کتاب های "نسوخته" اما "دفن شده" در جهان تولید و "بازار آزاد" است، در سال 2000 در لندن به چاپ رسیده است!
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Leno
★ ★ ★ ★ ★
March 26,2025
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This will be my first book on goodreads.com, officially. The most "Adult" book I have read, alongside Howard Zinn's A People's History of the United States, in my twenties. I have the biggest crush on Naomi Klein. For anyone interested in the negative effects of corporations on third-world companies I would also recommend reading The Corporation (or just watch the documentary, which includes interviews with both Naomi Klein and Howard Zinn. I recommend watching the documentary since it includes a bonus dvd apart from the documentary of prominent figures talking specifically about certain issues. You also get to SEE Naomi Klein, ha ha). It brings to the reader's attention the phenomenon of Branding, like Starbucks, Starbucks, Starbucks!!! for example, the word itself being etched into the psyche of the collective unconscious, as a form of corporate advertising.
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verticalsea
★ ★ ★ ★ ★
March 26,2025
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This is an extremely important book even if some of Klein's optimism for taking back our community spaces and for trimming back corporate rule of government was curtailed by the September 11 attacks.

The anti-corporate movement has had a lot of hard times in the 10 or so years since No Logo was written, but the past year has shown there is signs for hope. Despite this such "common sense"like "multinationals are job creators" continues to be parroted as fact even though it has been throughly untrue for 15 or so years (and throughly debunked in this book).

It's time for an update, a "No Logo 2". The breathtaking situation described in this book becomes mind blowing when you realize that corporate control of our lives has gotten a degree of magnitude worse and the world is at a crisis point. Hopefully we will go the correct direction and it would be great if Naomi Klein gave us some new pointers.
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