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Synopsis: Based on the book by Canadian journalist and activist Naomi Klein, the video reveals the reasons behind the backlash against the increasing economic and cultural reach of multinational companies. 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.

Using hundreds of media examples, the video shows how the commercial takeover of public space, destruction of consumer choice, and replacement of real jobs with temporary work - the dynamics of corporate globalization - affect everyone, everywhere. It also draws attention to the democratic resistance arising globally to challenge the hegemony of brands.

SECTIONS: No Space / No Choice / No Jobs / No Logo

The DVD incluses 9 minutes of additional interview footage.
Language: English
Country: United States
Year of release: 2003
Year of production: 2003
Subjects: Economics; Media studies
Keywords: consumer behaviour; consumer products; globalisation

Name: Media Education Foundation
Email: info@mediaed.org
Web: http://www.mediaed.org External site opens in new window
Phone: +1 413 584 8500
Fax: +1 413 586 8398
Address: 60 Masonic Street
Northampton
Massachusetts 01060
USA
Notes: The MEF produces and distributes documentary films and other educational resources to inspire critical reflection on the social, political and cultural impact of the mass media, particularly in the US, with emphasis on gender, health, politics, race and commercialism. Sale on DVD.

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