By Roopali Mukherjee, Sarah Banet-Weiser
Purchasing (RED) products—from hole T-shirts to Apple--to struggle AIDS. consuming a “Caring Cup” of espresso on the espresso Bean & Tea Leaf to help reasonable alternate. using a Toyota Prius to struggle international warming. a lot of these common actions aspect to a primary function of latest tradition: the most typical approach we perform social activism is by means of purchasing anything.
Roopali Mukherjee and Sarah Banet-Weiser have accumulated an exemplary team of students to discover this new panorama via a sequence of case reviews of “commodity activism.” Drawing from tv, movie, patron activist campaigns, and cultures of famous person and company patronage, the essays take in examples reminiscent of the Dove “Real attractiveness” crusade, intercourse confident retail activism, ABC’s severe domestic Makeover, and Angelina Jolie as multinational superstar missionary.
Exploring the complexities embedded in modern political activism, Commodity Activism finds the workings of strength and resistance in addition to citizenship and subjectivity within the neoliberal period. Refusing to easily place politics against consumerism, this assortment teases out the relationships among fabric cultures and political subjectivities, arguing that activism might itself be becoming a branded commodity.
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Additional info for Commodity Activism: Cultural Resistance in Neoliberal Times
13. David Harvey, The Condition of Post-Modernity (Oxford: Blackwell, 1990). 14. Robert Goldman and Stephen Papson, “Capital’s Brandscapes,” Journal of Consumer Culture 6, no. 3 (2006): 327–53; Harvey, 1990. 15. Harvey, 1990, 280. 16. Harvey, 1990, 2. 17. Harvey, 1990, 3. 18. Luc Boltanski and Eve Chiapello, The New Spirit of Capitalism (London: Verso, 2005). 19. Maurizio Lazzarato, “Immaterial Labor,” in Radical Thought in Italy: A Potential Politics, ed. Paolo Virno and Michael Hardt (Minneapolis: University of Minnesota Press, 1996), 133.
Adam Arvidsson, “Brands: A Critical Perspective,” Journal of Consumer Culture 5, no. 2 (2005): 249. 36 | Brand, Culture, Action 29. Elizabeth Moor, “Branded Spaces: The Scope of the New Marketing,” Journal of Consumer Culture 3, no. 1 (2003): 42. 30. Michel Foucault, Discipline and Punish: The Birth of the Prison, trans. Alan Sheridan (New York: Vintage, 1977), 25, emphasis added. 31. Andrew Wernick, Promotional Culture: Advertising, Ideology and Symbolic Expression (London: Sage, 1991), 181. 32.
Lazzarato, 1996, 133. 40. Paolo Virno, A Grammar of the Multitude (New York: Semiotexte, 2004), 56. 41. Virno, 2004, 58. 42. Virno, 2004, 54–55. 43. Lazzarato, 1996, 142. 44. com/about-2/ (accessed August 19, 2009). 45. com. 46. com. 47. com/advertise-with-ecorazzi/ (accessed August 19, 2009). 48. com/, on August 19, 2009. 49. Ecorazzi Media Kit. 50. By “substantive engagement” I mean, both, collective, grassroots forms of broadbased, or local, political action around specific environmental issues and in-depth and detailed coverage of, and information about, these same issues.