|Brocker I 930
Commodity/Klein: Globally active companies produce brands, not products - e.g. Nike is not a manufacturer of sports shoes, Nike sells the phantasmagoria of transcending one's own physicality through physical effort; e.g. Starbucks does not sell coffee in its 25,000 stores (as of 2016), but rather the feeling of community and belonging; e.g. Body-Shop founder Anita Roddick says she is not interested in selling cosmetics, but in a "political philosophy about women, the environment and ethical management".(1)
Product/Commodities: The products themselves ((s) without special properties) are transformed into transcendental sense mediating machines (2). According to Klein, the new components of the commodities can only be described as "spiritual".(3)
1. 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. 42
2. Ibid. p. 82
3. Ibid. p. 39
Christine Bauhardt, „Naomi Klein, No Logo! (2000)“ in: Manfred Brocker (Hg.) Geschichte des politischen Denkens. Das 20. Jahrhundert. Frankfurt/M. 2018_____________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. The note [Author1]Vs[Author2] or [Author]Vs[term] is an addition from the Dictionary of Arguments. If a German edition is specified, the page numbers refer to this edition.
Geschichte des politischen Denkens. Das 20. Jahrhundert Frankfurt/M. 2018