Resistência e assimilação na cultura das marcas: a resposta corporativa ao movimento “sem logo”
Bibliographic record
Abstract
Resumo O objetivo deste artigo é fazer uma crítica à crítica da imagem como proposto pela jornalista canadense Naomi Klein em seu livro Sem logo. Narra as respostas corporativas aos movimentos de protesto contra as marcas publicitárias, tanto no plano da imagem como no da produção do discurso da empresa cidadã. Conclui afirmando que a militância contra as marcas globais foi mais um desdobramento do movimento contracultural iniciado na década de 1960 e aponta para os riscos que tal “estética da resistência” pode trazer para a democracia. Palavras-chave: Marca publicitária; resistência; movimentos antiglobalização; ideologia. Resumen El objetivo de este artículo es hacer una crítica a la crítica de la imagen como es propuesta por la periodista canadiense Naomi Klein en su libro No logo: El poder de las marcas. Narra las respuestas corporativas a los movimientos de protesta contra las marcas publicitarias, tanto en el plano de la imagen como en el de la producción del discurso de la empresa ciudadana. Concluye afirmando que la militancia contra las marcas globales fue un desdoblamiento del movimiento contracultural iniciado en la década de 1960 y señala los riesgos que tal “estética de la resistencia” puede traer a la democracia. Palabras-clave: Marca publicitaria; resistencia; movimientos anti-globalización; ideología. Abstract This article proposes criticism on image criticism offered by Canadian journalist Naomi Klein in her book No logo. The book focuses on corporate answers to protest movements against global brands, exploring both the image plan and the discursive production about citizen-enterprise. The article states that the militancy against global brands was a development from countercultural movement that appeared in the sixties and, finally, points to the risk for democracy in such “resistance aesthetics”. Keywords: Brand; resistance; anti-globalization movements; ideology.
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How this classification was reachedexpand
Full frame distilled prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. Learned from the 10,348 direct Codex labels and 10,348 direct Gemma labels. Candidate is the union of thresholded teacher heads; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels or direct frontier model labels.
Codex and Gemma teacher scores by category
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.005 | 0.002 |
| Meta-epidemiology (narrow) | 0.001 | 0.001 |
| Meta-epidemiology (broad) | 0.002 | 0.001 |
| Bibliometrics | 0.001 | 0.003 |
| Science and technology studies | 0.003 | 0.001 |
| Scholarly communication | 0.006 | 0.006 |
| Open science | 0.006 | 0.001 |
| Research integrity | 0.001 | 0.001 |
| Insufficient payload (model declined to judge) | 0.024 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one teacher head, not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".