Economics Dictionary of Arguments

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Terminology: This section explains special features of the language used by the individual authors.
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Annotation: The above characterizations of concepts are neither definitions nor exhausting presentations of problems related to them. Instead, they are intended to give a short introduction to the contributions below. – Lexicon of Arguments.

 
Author Concept Summary/Quotes Sources

Naomi Klein on Terminology - Dictionary of Arguments

Brocker I 939
Terminology/Klein: Branding: the creation of brand awareness and thus a corresponding consumer behaviour, which dramatically increased their profit margins in the 1990s. This process of creating new demand markets - no longer the material product, but only the brand is produced, advertised, demanded and bought in any material product - runs parallel to the abolition of traditional industrial production and conventional forms of work and employment in the global North.
>Jobs/Klein
.
Klein calls the sports shoe marketer Nike, who does not own any of the production factories in which he has his shoes manufactured, the 'prototype of the product-free brand'(1).
Brocker I 933
"Branding Breakthrough"/Klein: brand penetration: for consumers no price is too high for brand awareness: "For brand obsessed
Brocker I 934
buyers consuming almost turned into a fetish and the brand name is attributed a talisman-like power"(2) This allows companies to engage in an ever-increasing range of economic activities.
Brocker I 937
»Culture-Jamming«: Klein describes the practice of parodying advertising and intelligently subverting its message as 'an X-ray of the unconscious content of an advertising campaign'(3).
>Advertising.

Naomi Klein, No Logo: Taking Aim at the Brand Bullies, Toronto 2000. (Tenth Anniversary Edition with a New Introduction by the Author, New York 32010.) Dt.: Naomi Klein, No Logo! Der Kampf der Global Players um Marktmacht – Ein Spiel mit vielen Verlierern und wenigen Gewinnern, Frankfurt/M. 2015 (zuerst 2001) p. 202
2. Ibid. p. 152
3. Ibid. p. 282

Christine Bauhardt, „Naomi Klein, No Logo! (2000)“ in: Manfred Brocker (Hg.) Geschichte des politischen Denkens. Das 20. Jahrhundert. Frankfurt/M. 2018

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Explanation of symbols: Roman numerals indicate the source, arabic numerals indicate the page number. The corresponding books are indicated on the right hand side. ((s)…): Comment by the sender of the contribution. Translations: Dictionary of Arguments
The note [Concept/Author], [Author1]Vs[Author2] or [Author]Vs[term] resp. "problem:"/"solution:", "old:"/"new:" and "thesis:" is an addition from the Dictionary of Arguments. If a German edition is specified, the page numbers refer to this edition.
Klein, Naomi
Brocker I
Manfred Brocker
Geschichte des politischen Denkens. Das 20. Jahrhundert Frankfurt/M. 2018


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