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A classic statement of the Seattle generation,
Rezension bezieht sich auf: No Logo (Gebundene Ausgabe)
"What haunts me," confesses 29 year-old Canadian journalist Naomi Klein, " is a deep craving for release, escape, some kind of open-ended freedom." It is this sense of claustrophobia and impulse for liberation , in a culture where physical and mental space has been overrun by the voracious marketing frenzies of brand-name corporations that, No Logo, perhaps the first serious statement of the Seattle generation, expresses.
Klein's calm journalistic irony is a touchstone of sanity through the grotesque absurdities of the "new branded world" - the American schoolchildren who design Burger King adverts in lessons and eat lunch sponsored by Disney, the "street snitches" employed to inform on their friend's new clothing tastes for desperate corporate 'cool hunters' in some horribly comic hybrid of Stasi-style capitalism, through to the pinnacle of corporate transcendence; human branding, in the form of the ubiquitous Nike swoosh has now become the most sought after symbol in American tatto parlours. "I wake up in the morning and look down at the symbol. It reminds me what I have to do, which is 'Just Do It,'" says one 24 year old internet entrepreneur with a swooshed navel.
Yet, according to Klein, it is the emotionally intense relationships with consumers generated by lifestyle brands like Nike and Tommy Hilfiger that has sparked visceral anti-capitalism of the Seattle generation. Suffocated as consumers, many members of the cherished youth demographic have been discarded as workers, needed only as service sector temp fodder. Opinion polls in the US show that younger people have adopted 'survivalist' attitudes anathema to older generations. Yet just as this can ingrain a desire to be the next Bill Gates, it can also instil a militant dissonance with the values of corporate capitalism. As Klein points out, far from selling out, a significant proportion of the younger generation has simply not bought in. Disdained by the economy, this generation has been quite prepared to look along the webs spun by the global brands to the sweatshops of Indonesia and China, to the institutions which facilitate corporate dominance, and to target corporations directly as never before.
"You might not see things on the surface yet but underground, it's already on fire," says Indonesian writer, YB Mangunwijaya, at the beginning of No Logo. No Logo is a classic statement of the existential undercurrents of our age, the inchoate strands of a new resistance. Whether they can be forged into a coherent alternative remains to be seen.