COMM 206 Chapter Notes - Chapter No Logo Ch 5: Starbucks, No Logo, Theodore Levitt
Document Summary
No logo chapter 5 notes patriarchy gets funky. College students typically fought for representation grievances against media, curriculum, 1992: young consumers stopped seeing corporations as enemies, and instead realized they were trying to cater to them: diversity became the buzzword. Diversity for gen-xers, just like individuality for baby boomers, duty for their parents. Cool-hunting agencies stressed importance of inclusivity, diversity: 2 keys: 1) successful companies build corporate empires around (cid:862)(cid:271)ra(cid:374)d ide(cid:374)tities(cid:863); and, growing youth demographic was the key to success. Ide(cid:374)tity politi(cid:272)s did(cid:374)"t su(cid:271)(cid:448)ert the (cid:272)apitalist syste(cid:373); it fed it. Nostalgia for oppression instead of modern-day identity politics: oppressed groups being boiled down to product choices, (cid:862) they (cid:449)ere oppressed, yes, (cid:271)ut the sy(cid:373)(cid:271)ols of their radi(cid:272)alis(cid:373) (cid:449)ere(cid:374)"t for sale at wal- Narrow achievement some improved relations and better acceptance of diversity but: multiculturalism & gender-bending simply became a new source of imagery for brands to use to further shape their image.
