Naomi Klein's No Logo Book Analysis

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Naomi Klein’s 1999 No Logo book not only explores but also challenges the impact globalized brands and companies have had on culture. Under the chapter titled “Threats and Temps” (10) she illustrates her point in the specific area of jobs and what they represent. When we enter the final part of the book, this including chapter 16, Klein describes what is known as “Culture Jamming” where advertising is now used as a tool to convey political messages against either corporations or society itself. In this essay I will develop on to the main arguments Naomi Klein raises in No Logo and furthermore expand by adding my own view on the topic at hand with personal data.

One of the main ideas we seen in “Threats and Temps” is the phenomenon known as
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Fortis, an international bank, currently focused in Belgium, has created a brand new system that enables to pay on a individual performance basis and in my opinion has had a positive cultural impact in Belgium. With that in mind, all workers for Fortis receive a partly fixed salary and partly variable salary depending on the how they perform in the workplace. This of course is varied throughout the company in different role classification, for example the employees found in the management category have a 16% increase possible in wage depending on how well they perform. Fortis has provided innumerable jobs for the population of Belgium and I believe that this newly installed payroll techniques addresses the problem of disemployment but also social problems that have risen as previously stated in current generations. It gives a stop to McJobs as they strive to perform better and better due to the incentive given and therefore rise throughout the ladder of power in the company. Fortis is a great example of a global brand that is doing good for society and I believe others should learn from and adopt some of its

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