Who's afraid of Naomi Klein?
Naomi Klein has come in for a bit of a battering this week. Both my brand lecturers have taken a moment to knock her work, not in a direct manner, more in a 'very nice in its own way but misguided, poor girl' kind of way. The class then smirks and laughs in its best manner and a few more students decide not to bother reading the book.Which is a shame.
You see at its heart No Logo is not an attack on brands, it's a history of them and an analysis of what they've been up to lately. It is oddly non-judgemental about the advance of brands into public spaces and the growing influence of corporations. What Naomi Klein objects to is things like the exploitation of child labour, the abysmal treatment of some employees and the failure of our society to protect things like the classroom from outside influence. These by and large are not contentious positions, companies should not exploit children, abuse their staff or turn classrooms into advertising sessions. These things are bad. Naomi would like us to do something about this.
In particular Naomi would like us to target a number of high profile successful companies and in a kind of judo-protest turn the power of their advertising against them. Brands aren't bad per se, its just that several of the companies with big brands are doing bad things, and the one point of weakness that people can get at is their brand. Make enough noice about Nike's labour practices and its news, target a dozen garment factories in Thailand that no-one has ever heard of and who cares?
So is No Logo really anti-corporate, anti-brand or even anti-globalisation? I don't think so. I think no logo is an attempt to identify a connected set of issues and document the way a new protest movement has sought to combat them through brand subversion.
On the other hand, by the time 'Fences and Windows' came out Naomi really had joined the revolution, which was a bit of a shame. She's not very good revolutionary, but she was bloody good at documenting, analysing and making sense of stuff, a task that is necessary if we're going to manage our new global marketplace in a way that lets us go shopping without feeling guilty.