i am not a Žižek tote bag

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I am not a iek Tote Bag: Branding and the

Abstraction of Social Life

by Alice Bell

We need to talk about the existence ofiek tote bags. AndMelanie Phillips umbrellas. AndNew Scientist dating. And thenames on Coca-Cola bottles. And thosewifi-enabled Microsoft

park benchespopping up in London and Birmingham. But first, we should talk about soap.

Because it is by talking about soap that we can start to unlock what all these things mean aboutthe branding of our social lives.

As Anne McClintock tells us in her 1995 bookImperial Leather, the first wrapped soap was sold

under a brand name in 1884. From then on, soap was no longer simply soap, and items onceindistinguishable from each other would be distinctly marketed through their corporate

signature.[1]This single event signaled a major social transformation, heralding an abstraction ofsocial relationships which has continued to grow in depth and complexity ever since. Previously,

the shopkeeper acted as an advocate for their products. You might talk to them about your dryskin, and they might know that your sister had a reaction to a particular product, or what suited

the chemistry of the local water best. Mass-produced branded packaging cut through all that.

Today, you're maybe more likely to stand in the shop Googling a product than ask a member ofstaff for information.
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Coke have taken another approach, one that takes the abstracted, repetitive patterning ofbranding a step further, with their recent introduction of names on bottles. It's the top 150 namesin the UK (yes, this includes non-Western names, though a limit of 150 will never allow much

diversity) and apparently those who are unable to find their names will be able to create their

own virtual personalised Coke cans to share with friends viatheir Facebook app. The campaign

was previously successful in Australia and the UK is the first to apply it in Europe. To quote

Coca-Cola GB's managing director: "It is a brave move. It will drive huge buzz and driveengagement. No other brand has gone to this scale of personalisation"(source). Brave indeed. I'm

not sure I want to think of a bottle of Coke as my friend: twist the heads off my brother, bestmate, ex-boyfriend or colleague and drink their insides. It's a bit creepy.

Creepier still, perhaps, but less overtly so, Microsoft have recently started placing wifi-hotspotbenches in parks across London and Birmingham. Bright red and boasting green credentials, at

least in terms of their materials, the idea is that after such a cold winter, Microsoft will entice

people away from their desks and take their work outdoors. Because "out of the office" doesn'thave to mean out of the loop, apparently (source). There is something unnerving about the

blandness of this "patterning of activity", to repeat Lury's phrase. The dedications on park

benches reflect the anonymity of modernity, in a way, as you've often never met the personwhose memorial you're seated on. But you can read the dedication and can be touched by it.Behind them was, once, an intense personal relationship. Yet there is none of this intensity in the

Microsoft benches. The one pictured below is in Red Lion Square. With an ebullient statue of

Fenner Brockway on one side and the entrance to Conway Hall on the other, this space containsbenches with dedications like "Bruno Vogal: Writer, Humanist and Friend of the Oppressed".

Microsoft's statement that "while sitting here Kevin made notes for the meeting, Jane emailed the

office and Pete had a stare off with a squirrel"; may have an everyman element to it, but is just
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bland in comparison, even if it comes in revolutionary red rather than mossy, weathered wood.

Vogal, if you've never heard of him, was a veteran of WW1 who founded a gay rights group in

Leipzig in the early 1920s, later becoming active in pacifist and the anti-apartheid movements inBerlin, Cape Town and, finally, London. He probably stared at squirrels too though.

From the 1970s onwards, we saw a shift from promoting stand-alone products to brands

extended across sometimes quite diverse product ranges and services. The relationships whichhad been constructed to sell one product became useful to market further ones, and there was agrowing sense that customers should develop brand loyalty across multiple parts of their lives.

This has grown into larger experiences such as M&M World or Niketown, where you are invited

to hang with the brand beyond simply purchasing a product; the logo becomes almost an end in

its own right. The extreme brandscaping of public space during last summer's Olympics may begradually fading, but the ever-greater excursions of brands into previously public events and

spaces continues apace.Even government public information campaignsmay carry branding of

corporate partners, we learnt last week. That many major media brands seem to have datingservices connected to them is perhaps the greatest expression of the way we are invited to pattern

even the most personal aspects of our personal lives under the shine of a brand. A dig around the

about section ofNew Scientistdating ("find chemistry here") unearthsa firm supplying severalmedia brands. Maybe we should monetise an extension of the relationships people have with ourcontent too:New Left Projectdating anyone? (Make your own "hard left" pun)

The broadening of brands stretches further back than just the 1970s though. In the 1950s, youcould buyShell guides to Natureand theirtravel guide seriesstarted in the 1930s as customers

were invited to purchase not only branded petrol, but the whole experience of the journey it

might take you on, including the relationships with fellow travellers, space, history and nature
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that such trips might involve. There is a history of revolt against this too. As Naomi Klein

mentions in her highly influential bookNo Logo, Depression-era frustration led people to, for

example, add moustaches to make up adverts.[3]

Suchculture jammingnot only refuses to take the message of the brand but turns it against itself

in a way, insisting that such messages placed in public spaces must become part of public debate,enforcing a form of interactivity on a message which was previously imagined to be largely one-

way. Klein also argues those who want to fighter particular brands have benefited from the same

lo-"glo" (a term she takes from Neil Stevenson) relied upon by marketers.[4]A nice recentexample of this can be seen in the wayReclaim the Bardactivists - against oil sponsorship of the

Royal Shakespeare Company - fashionedElizabethan ruffs from the sun-like BP logo. Or there

was last summer'sArctic Readycampaign from the Yes Men. Contemporary environmental

protest may have shifted from save the whale to beat the brand, and this is in part becauseindustry becomes vulnerable, as well as powerful, when it starts to rely on the lo-glo.

The brand extension is also where the Melanie Philips umbrella comes in. OrBad Scienceanti-

quackery underpants. Or there's the iek tote bag, offered free with every Verso purchase at theLondon Radical Bookfair. These are examples of the ways which people have become extendedbrands, then spread across other people, or at least their clothing, in yet another oddly packaging-based approach to expressing human connections. Verso aren't the first to offer iek bags (havea Google), Caf Press et al make merchandising at the smaller ends of thelong tailof late-

modern online media consumption so very easy, the monetising of ever-more more niche

fandoms a simple tap of the touchpad.

The niche element opens up the important issue of the ways people express difference even

within the abstraction of brands, and how important that is for consumer capitalism.No Logoexplored in some detail the way established brands would attempt to appear alternative by hiding

behind new ones, as well as the capturing of particular types of anti-establishment culture (e.g.Che Guevara or CND symbols used to market carbonated drinks). Before Klein, MikeFeatherstone's 1986 essay Towards a Sociology of Postmodern Culture discusses the emergence

of new forms of middle classes which adopt a self-conscious "learning mode towards life", one

which is both flexible and involves critique of each other. Fascinated by identity, presentationand an endless quest for new experiences "their awareness of the range of experience open to

them, the frequent lack of anchoring in terms of a specific locale or community, coupled with the

self-consciousness of the autodidact, who always wishes to become more than he/she is".[5]So

far so contemporary Dalston, except Featherstone is talking about a group he sees developingfrom the 1970s onwards, with roots going back to the Romantics (hipster sociology in more ways

than one).

Crucially, if you are in a constant state of development you may be continually sold new items to

express your distinction. The iek tote bags are largely offered ironically. As, I suspect, areGoldacre's anti-quackery underpants and a cavalcade of other similarly niche products. There is

something beautiful in their existence as weird objects of sub-self-referencial-cultures. But if weall agree iek tote bags are cool, the market remains the same. If we call bullshit and produce "Iam not a iek tote bag", complete with pomo nod to an equally critique-able "I am not a plasticbag", we open up the opportunity for a new product. Another money-making possibility forNew
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[5]Featherstone, Mike (1986) 'Towards a Sociology of Postmodern Culture'; in Haferkamp,

Hans (ed) Social Structure and Culture (Berlin & New York: Walter de Gruyter) p.163.

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First published: 15 May, 2013

Category:Corporate power

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1. Mr Balfour Put Us Here. We Want Another Promise: by Aimee Shalan2. I am not a iek Tote Bag: Branding and the Abstraction of Social Life: by Alice Bell3. Another World is Possible: by Colin Wright, Samuel Grove4. A Roster of Bigotry: UKIP, the Tories and the Far Right: by Tim Holmes5. The Creative Destruction of Public Higher Education: by Gurminder K Bhambra6. Is This What We Fought For?: by Harry Leslie Smith

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protected]://www.addthis.com/bookmark.php?v=250&pub=xa-4b1e576e1fe7c178http://www.newleftproject.org/index.php/site/print_article/i_am_not_a_zizek_tote_bag_branding_and_the_abstraction_of_social_lifehttp://www.newleftproject.org/index.php/site/article_comments/i_am_not_a_zizek_tote_bag_branding_and_the_abstraction_of_social_lifemailto:[email protected]://www.addthis.com/bookmark.php?v=250&pub=xa-4b1e576e1fe7c178http://www.newleftproject.org/index.php/site/print_article/i_am_not_a_zizek_tote_bag_branding_and_the_abstraction_of_social_lifemailto:[email protected]://www.addthis.com/bookmark.php?v=250&pub=xa-4b1e576e1fe7c178http://www.newleftproject.org/index.php/site/print_article/i_am_not_a_zizek_tote_bag_branding_and_the_abstraction_of_social_lifehttp://www.newleftproject.org/index.php/site/article_comments/i_am_not_a_zizek_tote_bag_branding_and_the_abstraction_of_social_lifemailto:[email 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protected]://www.addthis.com/bookmark.php?v=250&pub=xa-4b1e576e1fe7c178http://www.newleftproject.org/index.php/site/print_article/i_am_not_a_zizek_tote_bag_branding_and_the_abstraction_of_social_lifehttp://www.newleftproject.org/index.php/site/categories/C39http://www.newleftproject.org/index.php/site/categories/C25http://www.newleftproject.org/index.php/site/categories/C14http://www.newleftproject.org/index.php/site/categories/C12http://www.newleftproject.org/index.php/site/categories/C11http://www.newleftproject.org/index.php/site/categories/C24http://www.newleftproject.org/index.php/site/categories/C10http://www.newleftproject.org/index.php/site/categories/C9http://www.newleftproject.org/index.php/site/categories/C8http://www.newleftproject.org/index.php/site/categories/C7http://www.newleftproject.org/index.php/site/categories/C27http://www.newleftproject.org/index.php/site/categories/C6http://www.newleftproject.org/index.php/site/categories/C5http://www.newleftproject.org/index.php/site/categories/C40http://www.newleftproject.org/index.php/site/categories/C36http://www.newleftproject.org/index.php/site/categories/C35http://www.newleftproject.org/index.php/site/categories/C38http://www.newleftproject.org/index.php/site/categories/C4http://www.newleftproject.org/index.php/site/article_comments/is_this_what_we_fought_forhttp://www.newleftproject.org/index.php/site/article_comments/the_creative_destruction_of_public_higher_educationhttp://www.newleftproject.org/index.php/site/article_comments/a_roster_of_bigotry_ukip_the_tories_and_the_far_righthttp://www.newleftproject.org/index.php/site/article_comments/another_world_is_possible_part_1http://www.newleftproject.org/index.php/site/article_comments/i_am_not_a_zizek_tote_bag_branding_and_the_abstraction_of_social_lifehttp://www.newleftproject.org/index.php/site/article_comments/mr_balfour_put_us_here._we_want_another_promisehttp://www.newleftproject.org/index.php/site/categories/C5mailto:[email protected]://www.addthis.com/bookmark.php?v=250&pub=xa-4b1e576e1fe7c178http://www.newleftproject.org/index.php/site/print_article/i_am_not_a_zizek_tote_bag_branding_and_the_abstraction_of_social_lifehttp://www.newleftproject.org/index.php/site/article_comments/i_am_not_a_zizek_tote_bag_branding_and_the_abstraction_of_social_life#_ednref5


8/9

Inequality International Labour movement Law Media

Philosophy and Theory Politics Privatisation Racism Religion Science Terror/War The Right Vision/Strategy

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5 Comments on "I am not a iek Tote Bag: Branding and the Abstraction ofSocial Life"

By jbronson, on 15 May 2013 - 20:05 |

the term is spelled loglo and the authors name is spelled Neal Stephenson and appeared inhis novel, Snow Crash.
http://www.newleftproject.org/index.php/site/categories/C37http://www.newleftproject.org/index.php/site/categories/C37http://www.newleftproject.org/index.php/site/categories/C26http://www.newleftproject.org/index.php/site/categories/C26http://www.newleftproject.org/index.php/site/categories/C33http://www.newleftproject.org/index.php/site/categories/C33http://www.newleftproject.org/index.php/site/categories/C15http://www.newleftproject.org/index.php/site/categories/C15http://www.newleftproject.org/index.php/site/categories/C16http://www.newleftproject.org/index.php/site/categories/C16http://www.newleftproject.org/index.php/site/categories/C22http://www.newleftproject.org/index.php/site/categories/C22http://www.newleftproject.org/index.php/site/categories/C17http://www.newleftproject.org/index.php/site/categories/C17http://www.newleftproject.org/index.php/site/categories/C41http://www.newleftproject.org/index.php/site/categories/C41http://www.newleftproject.org/index.php/site/categories/C18http://www.newleftproject.org/index.php/site/categories/C18http://www.newleftproject.org/index.php/site/categories/C19http://www.newleftproject.org/index.php/site/categories/C19http://www.newleftproject.org/index.php/site/categories/C42http://www.newleftproject.org/index.php/site/categories/C42http://www.newleftproject.org/index.php/site/categories/C21http://www.newleftproject.org/index.php/site/categories/C21http://www.newleftproject.org/index.php/site/categories/C34http://www.newleftproject.org/index.php/site/categories/C34http://www.newleftproject.org/index.php/site/categories/C20http://www.newleftproject.org/index.php/site/categories/C20http://twitter.com/McHughMcAwesome/statuses/336161843087278100http://twitter.com/McHughMcAwesome/statuses/336161843087278100http://twitter.com/UKuncuthttp://twitter.com/UKuncuthttp://twitter.com/unitetheunionhttp://twitter.com/unitetheunionhttp://twitter.com/boycottworkfarehttp://twitter.com/boycottworkfarehttp://twitter.com/boycottworkfarehttp://twitter.com/NewLeftProjecthttp://twitter.com/libconhttp://twitter.com/libconhttp://twitter.com/GBCLegalhttp://twitter.com/GBCLegalhttp://twitter.com/GBCLegalhttp://t.co/wI4o5nMUswhttp://t.co/wI4o5nMUswhttp://twitter.com/Noodlehands/statuses/336148213654507500http://twitter.com/Noodlehands/statuses/336148213654507500http://t.co/Wz0go74ugvhttp://t.co/Wz0go74ugvhttp://t.co/Wz0go74ugvhttp://twitter.com/NewLeftProjecthttp://twitter.com/NewLeftProjecthttp://twitter.com/NewLeftProjecthttp://twitter.com/thanosathan/statuses/335949954147295200http://twitter.com/thanosathan/statuses/335949954147295200http://t.co/yfMMsKpIk3http://t.co/yfMMsKpIk3http://t.co/yfMMsKpIk3http://twitter.com/NewLeftProjecthttp://twitter.com/NewLeftProjecthttp://twitter.com/NewLeftProjecthttp://twitter.com/jamesxmcanally/statuses/335801310169411600http://twitter.com/jamesxmcanally/statuses/335801310169411600http://twitter.com/VersoBookshttp://twitter.com/VersoBookshttp://twitter.com/VersoBookshttp://twitter.com/NewLeftProjecthttp://twitter.com/NewLeftProjecthttp://twitter.com/NewLeftProjecthttp://search.twitter.com/search?q=&tag=WEAREALLZIZEKTOTEBAGS&lang=all&from=seaofcloudshttp://t.co/UsyYqRVzxWhttp://t.co/UsyYqRVzxWhttp://t.co/UsyYqRVzxWhttp://twitter.com/aimeesh01/statuses/335678605789106200http://twitter.com/aimeesh01/statuses/335678605789106200http://twitter.com/NewLeftProjecthttp://twitter.com/NewLeftProjecthttp://twitter.com/NewLeftProjecthttp://twitter.com/aimeesh01http://twitter.com/aimeesh01http://t.co/w6zZE7ETdShttp://t.co/w6zZE7ETdShttp://twitter.com/nbsolidarity/statuses/335600240876978200http://twitter.com/nbsolidarity/statuses/335600240876978200http://twitter.com/NewLeftProjecthttp://twitter.com/NewLeftProjecthttp://twitter.com/NewLeftProjecthttp://search.twitter.com/search?q=&tag=nakba&lang=all&from=seaofcloudshttp://search.twitter.com/search?q=&tag=nakba&lang=all&from=seaofcloudshttp://search.twitter.com/search?q=&tag=nakba&lang=all&from=seaofcloudshttp://t.co/w6zZE7ETdShttp://t.co/w6zZE7ETdShttp://t.co/w6zZE7ETdShttp://twitter.com/nbsolidarityhttp://twitter.com/aimeesh01http://twitter.com/jamesxmcanallyhttp://twitter.com/thanosathanhttp://twitter.com/Noodlehandshttp://twitter.com/McHughMcAwesomehttp://twitter.com/nbsolidarityhttp://twitter.com/aimeesh01http://twitter.com/jamesxmcanallyhttp://twitter.com/thanosathanhttp://twitter.com/Noodlehandshttp://twitter.com/McHughMcAwesomehttp://twitter.com/nbsolidarityhttp://twitter.com/aimeesh01http://twitter.com/jamesxmcanallyhttp://twitter.com/thanosathanhttp://twitter.com/Noodlehandshttp://twitter.com/McHughMcAwesomehttp://twitter.com/nbsolidarityhttp://twitter.com/aimeesh01http://twitter.com/jamesxmcanallyhttp://twitter.com/thanosathanhttp://twitter.com/Noodlehandshttp://twitter.com/McHughMcAwesomehttp://twitter.com/nbsolidarityhttp://twitter.com/aimeesh01http://twitter.com/jamesxmcanallyhttp://twitter.com/thanosathanhttp://twitter.com/Noodlehandshttp://twitter.com/McHughMcAwesomehttp://twitter.com/nbsolidarityhttp://twitter.com/aimeesh01http://twitter.com/jamesxmcanallyhttp://twitter.com/thanosathanhttp://twitter.com/Noodlehandshttp://twitter.com/McHughMcAwesomehttp://t.co/w6zZE7ETdShttp://search.twitter.com/search?q=&tag=nakba&lang=all&from=seaofcloudshttp://twitter.com/NewLeftProjecthttp://twitter.com/nbsolidarity/statuses/335600240876978200http://t.co/w6zZE7ETdShttp://twitter.com/aimeesh01http://twitter.com/NewLeftProjecthttp://twitter.com/aimeesh01/statuses/335678605789106200http://t.co/UsyYqRVzxWhttp://search.twitter.com/search?q=&tag=WEAREALLZIZEKTOTEBAGS&lang=all&from=seaofcloudshttp://twitter.com/NewLeftProjecthttp://twitter.com/VersoBookshttp://twitter.com/jamesxmcanally/statuses/335801310169411600http://twitter.com/NewLeftProjecthttp://t.co/yfMMsKpIk3http://twitter.com/thanosathan/statuses/335949954147295200http://twitter.com/NewLeftProjecthttp://t.co/Wz0go74ugvhttp://twitter.com/Noodlehands/statuses/336148213654507500http://t.co/wI4o5nMUswhttp://twitter.com/GBCLegalhttp://twitter.com/libconhttp://twitter.com/NewLeftProjecthttp://twitter.com/boycottworkfarehttp://twitter.com/unitetheunionhttp://twitter.com/UKuncuthttp://twitter.com/McHughMcAwesome/statuses/336161843087278100http://www.newleftproject.org/index.php/site/categories/C20http://www.newleftproject.org/index.php/site/categories/C34http://www.newleftproject.org/index.php/site/categories/C21http://www.newleftproject.org/index.php/site/categories/C42http://www.newleftproject.org/index.php/site/categories/C19http://www.newleftproject.org/index.php/site/categories/C18http://www.newleftproject.org/index.php/site/categories/C41http://www.newleftproject.org/index.php/site/categories/C17http://www.newleftproject.org/index.php/site/categories/C22http://www.newleftproject.org/index.php/site/categories/C16http://www.newleftproject.org/index.php/site/categories/C15http://www.newleftproject.org/index.php/site/categories/C33http://www.newleftproject.org/index.php/site/categories/C26http://www.newleftproject.org/index.php/site/categories/C37


9/9

i am not a Žižek tote bag

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