Cultural Economy of Sport Brands Week 1

SOCI 116: 116: Society, Culture and Environment Culture and Environment Environment Week 4A: Global Capitalism and the Cultural Economy Required Environment read Environmenting: Chapter 4 of Cohen & Kenned Environmenty Teaching Team: Examiner: Dr. Koji Kobayashi (author of this lecture note) Tutor: Seonaid Espiner Office: #705 George Forbes Office Phone: 03-423-0490 Email: [email protected]

Email: seonaid [email protected] SOCI116 PASS Session Times Monday 10am with Karina (at L112) 3:10pm with Karina (at L113) Wednesday 1:10pm with Mac (at L112) Last time What are tough and soft envir and Environment soft and soft envir envir onmentalist approaches?

How does Greenpeace promote d Environmentoes Greenpeace promote its messages and Environment achieve its mis sions? What are legal forms of w does Greenpeace promote haling und Environmenter the I 116: WC? This w does Greenpeace promote eek... Online d Environmentiscussion (4% of your overall grade) of your overall grad Environmente) You w does Greenpeace promote ill see the icon Online d Environmentiscussion 2017 under W und Environmenter W eek 4 on Learn w does Greenpeace promote here you can make a contribution Wed Environmentnesd Environmentay 22nd Environment Thursday 23 Thursd Environmentay 23rd Environment There is NO face-to-face tutorials this w does Greenpeace promote eek For d Environmentetails, Culture and Environment refer to the PDF file, Culture and Environment Online d Environmentiscussion gui d Environmentelines 2017 under W, Culture and Environment und Environmenter Week 3 on Learn

Capitalism is responsible for a remarkable inequality in mod Environmentern society Photo in Public d Environmentomain Karl Marx Marx and soft envirs critique of capitalism Tod Environmentay, Culture and Environment 41% of your overall grade) of global w does Greenpeace promote ealth are controlled Environment by less than 1% of your overall grade) of global population http: //w does Greenpeace promote w does Greenpeace promote w does Greenpeace promote .pew does Greenpeace promote research.org/fact-tank/2014/11/08/w does Greenpeace promote ith-41-ofglobal-w does Greenpeace promote ealth-in-the-hand Environments-of-less-than-1-elites-and Environment-citizens-a gree-inequality-is-a-top-priority/

So, Culture and Environment w does Greenpeace promote hat is capitalism? An economic and Environment political system in w does Greenpeace promote hich a country and soft envirs trad Environmente and Environment ind Environmentustry are controlled Environment by private ow does Greenpeace promote ners for profit under W (Oxford Environment Dictionaries (2016) Capitalism. Retrieved Environment on 11 March 2016 from http: //w does Greenpeace promote w does Greenpeace promote w does Greenpeace promote .oxford Environmentd Environmentictionaries.com/d Environmentefinition/english/capitalism) Capitalist system (accord Environmenting to Marx) Ow does Greenpeace promote ned Environment Ow does Greenpeace promote ners I 116: nvestments Capitalists

Profit (bourgeoisie) sharehold Environmenters investors property ow does Greenpeace promote ners Wage Means of production

factories land Environment machines materials Labour pow does Greenpeace promote er Labourers (proletariat) physical ability know does Greenpeace promote led Environmentge creative potential Capitalist system (accord Environmenting to Marx) Ow does Greenpeace promote ned Environment

Ow does Greenpeace promote ners Wage I 116: nvestments Profit maximisatio n Profit Capitalists (bourgeoisie) sharehold Environmenters investors property ow does Greenpeace promote ners

Exploitation of labour Means of production factories land Environment machines materials Labour pow does Greenpeace promote er

Labourers (proletariat) physical ability know does Greenpeace promote led Environmentge creative potential Ever increasing gap betw does Greenpeace promote een bourgeoisie and Environment proletariat Photo in Public d Environmentomain Karl Marx By labour-pow does Greenpeace promote er or capacity for labour is to be und Environmenterstood Environment the aggregate of those mental and Environment physical capabilities existing in a human being, Culture and Environment

w does Greenpeace promote hich [s]he exercises w does Greenpeace promote henever [s]he prod Environmentuces a use-value of any d Environmentescription. under W (Marx, Culture and Environment 1867. Capital, Culture and Environment Volume 1, Culture and Environment Chapter 6, Culture and Environment p. 88) Alienation under W Photo in Public d Environmentomain Karl Marx Realisation of full creative potential? Deskilled Environment and Environment d Environmentisposable w does Greenpeace promote orkers? und Environmenter capitalism, Culture and Environment w does Greenpeace promote orkers become estranged Environment or

alienated Environment from their skills and Environment their potential, Culture and Environment since now does Greenpeace promote they are compelled Environment to w does Greenpeace promote ork for capitalists to survive and Environment the prod Environmentuct of their labour no longer belongs to them under W (Cohen & Kenned Environmenty, Culture and Environment 2013, Culture and Environment p. 68) Cohen, Culture and Environment R. & Kenned Environmenty, Culture and Environment P. (2013). Global Sociology, Culture and Environment 3rd Environment ed Environment. Hound Environmentmills, Culture and Environment Basingstoke, Culture and Environment Hampshire: Palgrave Macmillan Alienated Environment w does Greenpeace promote orkers w does Greenpeace promote ill unite to create proletarian revolutions and soft envir Photo in Public d Environmentomain Karl Marx

Deskilled Environment and Environment d Environmentisposable w does Greenpeace promote orkers? Revolutionaries? Marx thought that proletarian revolutions w does Greenpeace promote ould Environment eventually lead Environment to the birth of communism w does Greenpeace promote here there are no national bord Environmenters and Environment social class. Although this has not happened Environment, Culture and Environment his analysis is still relevant to the und Environmenterstand Environmenting of ever d Environmentominating global capitalism. Cohen, Culture and Environment R. & Kenned Environmenty, Culture and Environment P. (2013). Global Sociology, Culture and Environment 3rd Environment ed Environment. Hound Environmentmills, Culture and Environment Basingstoke, Culture and Environment Hampshire: Palgrave Macmillan Case of Nike and Environment its shoes Where are most of Nike prod Environmentucts prod Environmentuced Environment?

And Environment w does Greenpeace promote hy? I 116: nternational comparison of labour costs Hourly labour costs in the clothing ind Environmentustries (2008) More than US$30

Sw does Greenpeace promote itzerland Environment, Culture and Environment Belgium, Culture and Environment Austria, Culture and Environment Japan, Culture and Environment France More than US$20 Germany, Culture and Environment Australia, Culture and Environment I 116: reland Environment, Culture and Environment I 116: taly, Culture and Environment Greece Less than US$10 Portugal, Culture and Environment Taiw does Greenpeace promote an, Culture and Environment South Korea, Culture and Environment Uruguay, Culture and Environment Poland Environment, Culture and Environment Estonia Less than US$5 South Africa, Culture and Environment Mexico, Culture and Environment Peru, Culture and Environment China, Culture and Environment Thailand Environment, Culture and Environment I 116: nd Environmentia, Culture and Environment Vietnam Source: Dicken, Culture and Environment P. (2011). Global Shift: Mapping the Changing Contours of the World Economy. 6th Ed Environmentition. Los Angels: Sage Publications. Nike w does Greenpeace promote as one of the first TNCs to take ad Environmentvantage of outsourcing or subcontracting systems on a global

scale. Global supply chain Greater flexibility, Culture and Environment cost red Environmentuction in prod Environmentuction and Environment more profit What is unique about Nike is that it has almost NEVER prod Environmentuced Environment its prod Environmentucts in-house and soft envir (or d Environmentomestically). I 116: n the early 1960s, Culture and Environment Phil Knight (found Environmenter of Nike) w does Greenpeace promote ent to Japan and Environment proposed Environment to Kihachiro Onitsuka (found Environmenter of Asics) that his company w does Greenpeace promote ould Environment import their shoes into the US. Onitsuka w does Greenpeace promote anted Environment exposure in the US market and Environment agreed Environment

w does Greenpeace promote ith Knight and soft envirs proposal. I 116: n 1963, Culture and Environment Blue Ribbon Sports (=Nike) started Environment its business as a d Environmentistributor of Onitsuka Tiger (=Asics) shoes in the USA Shift of Nike Prod Environmentuction Sites Mid-1960s to Mid-1970s I 116: n Japan Shift of Nike Prod Environmentuction Sites Mid Environment-1970s to Mid Environment-1980s I 116: n South Korea

& Taiw does Greenpeace promote an Shift of Nike Prod Environmentuction Sites Mid Environment-1980s to Present I 116: n China & Southeast Asia The constant search for cheaper labour w does Greenpeace promote as called Environment the race to the bottom and soft envir. How does Greenpeace promote ever, Culture and Environment social activists and Environment med Environmentia d Environmentiscovered Environment the poor w does Greenpeace promote orking and Environment living cond Environmentitions of w does Greenpeace promote orkers at

these factories and Environment provoked Environment a public outcry. Behind the Swoosh: http: // w does Greenpeace promote w does Greenpeace promote w does Greenpeace promote .youtube.com/w does Greenpeace promote atch ?v=M5uYCWVfuPQ I 116: nd Environmenteed Environment, Culture and Environment Nike w does Greenpeace promote as accused Environment of running sw does Greenpeace promote eatshops and soft envir in 1990s Nike and soft envirs Corporate Social Responsibility I 116: n 1998: Phil Knight (ex-Nike CEO)

The Nike prod Environmentuct has become synonymous w does Greenpeace promote ith slave w does Greenpeace promote ages, Culture and Environment forced Environment overtime and Environment arbitrary abuse I 116: truly believe that the American consumer d Environmentoes not w does Greenpeace promote ant to buy prod Environmentucts mad Environmente in abusive cond Environmentitions. under W Source: http: //w does Greenpeace promote w does Greenpeace promote w does Greenpeace promote .nytimes.com/1998/05/13/business/international-business-nike-pled Environmentges-to-end Environment-child Environmentlabor-and Environment-apply-us-rules-abroad Environment.html Nike and soft envirs Corporate Social Responsibility 1999: Nike helped Environment establish Fair Labor Associ ation. - http: //w does Greenpeace promote w does Greenpeace promote w does Greenpeace promote .fairlabor.org/

2005: Nike became the first company to d Environmentisclo se a full list of contract factories in the sporti ng good Environments ind Environmentustry. - http: //about.nike.com/pages/manufacturing 2011: Nike launched Environment the Better World Environment campai gn w does Greenpeace promote hich promotes the use of eco-friend Environmently m aterials. - http: //w does Greenpeace promote w does Greenpeace promote w does Greenpeace promote .nike.com/us/en_us/c/better-w does Greenpeace promote orld Environment Discussion time! Asics has taken a d Environmentifferent approach: https: //w does Greenpeace promote w does Greenpeace promote w does Greenpeace promote .youtube.com/w does Greenpeace promote atch?v=Dmhaal5eHd Environments Does it matter w does Greenpeace promote ho makes prod Environmentucts? Does it matter w does Greenpeace promote ho makes profits?

What is the fair labour practice and soft envir?, Culture and Environment and Environment w does Greenpeace promote hy d Environmentoes it matter? Does it matter how does Greenpeace promote prod Environmentucts are mad Environmente w does Greenpeace promote he n you buy them? Discuss w does Greenpeace promote hat you think w does Greenpeace promote ith your classmate s. Tips for the test/exam Think about how does Greenpeace promote capitalism w does Greenpeace promote as analysed Environment b y Karl Marx (i.e. w does Greenpeace promote hat is the d Environmentominant logic of capitalism?) Think about w does Greenpeace promote hy TNCs globalised Environment their pro d Environmentuction and Environment how does Greenpeace promote they w does Greenpeace promote ere challenged Environment

Think about the w does Greenpeace promote ays in w does Greenpeace promote hich social move ment can exert pressure on TNCs to ad Environmenther e to CSR Feel free to share your thoughts or exampl es via FB/Learn/email

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