Opinion Based, #4

Naomi Klein in her book The Bono-ization of Activism describes many of the younger generation as the “Pro-Logo” generation. By this she means that this new generation has taken on a new form of protesting and activism. She states that we are more likely to buy a wristband than participate in an on-the-streets social protest. This is the effect of large-scale social efforts spearheaded by international celebrities (like Bono) who use their fame and help generate fortunes to fund their chosen forms directly influencing of social change.

Bono for example is leading a global anti-poverty campaign focused on creating and sustaining real change in a globally short amount of time. Economist Jeffery Sachs, who I have mentioned in previous entries, feels that it is a conceivable outcome. If, and this is a big if, the movement can gain support of the international community as a whole and significantly retool the WTO and the IMF to deal with different situations than they are used to. The overarching concept behind this whole approach is essentially anti-globaization and anti-corporatism and using money to help people who could really use it. Good luck Bono, you’re going to need it.

That last remark is said tongue-in-cheek. The movement has been effective to an extent. It has created awareness of global poverty; it has generated funds for ending international poverty… However, it has also created something that it is also attempting to fight, consumerism and branding.

These are tactics used by corporations to sell their products and make money whilst fostering a growing brand loyalty within chosen market demographic. The “Bono tactic” does essentially the same thing it finds its chosen demographic who as Klein describes as people in their late twenties. It creates a brand and a loyal following and is sold through clever marketing. That being the case, what would make one of Lance Armstrong’s “Live Strong™” bracelets different than a pair of “Just Do It” Nike’s?

Profits, where they are spent and how they are they are spent is key to understanding these differences. Nike spends their profits on keeping their investor’s portfolios happy and perpetuating & expanding the company. That is exclusively a corporate business model, profits equal profits. Causes like Live Strong donate, at least a substantial majority amount of their profits to the cause they are fighting for. This is all well and good since money makes the world turn, correct?

Not according to Klein, she believes that this type of armchair quarterbacking of social action is not as affective as the more traditional approach of on street protest. Klein argues that the Bono-ization efforts are submitting to the status-quo power structure and attempting to initiate change by working with the system. This is a noble ideal, but Klein implies that traditional protesters were arguing for changes within the system thereby granting the social changes they desired. She goes on to state that Bono era protesters take a step back from the action they are supporting and sit safely behind their computer screens and use contemporary communication tools like blogging and by using paypal transactions to speak their mind. They are seemingly no longer willing to place life and limb on the street in support of what they believe like those students in Ohio during the Vietnam War protest. It is difficult to take these bloggers and paypal activists seriously when thinking in the framework provided by Klein.

These methods of protest may be new but that does not mean they are entirely ineffective. They do provide something that past movements had difficulty providing (especially to human rights causes), money. That money is great! It can buy whatever is needed to feed people, help pull them out of poverty or find a cure for cancer. Money is an important part of the execution and sustainability of social action organizations but it is not substitute for the price of the human spirit and human determination. It is all to easy for an individual to donate $200 to Live Aid and think that he has done his part and as a result wash his hands of the whole situation until another production for charity tugs his heart strings and opens his wallet. That is not the spirit of protest, nor is it effective and sustainable on the individual level, since it is usually only a one time contribution rather than a monthly donation or organizational dues. The dollar may be a powerful weapon, but it is not match for the spirit and drive for change demonstrated by global living wage protester as she and her cohorts’ march on Capitol Hill.