PDF Ebook Guerrilla Marketing: Counterinsurgency and Capitalism in Colombia (Chicago Studies in Practices of Meaning)
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Guerrilla Marketing: Counterinsurgency and Capitalism in Colombia (Chicago Studies in Practices of Meaning)
PDF Ebook Guerrilla Marketing: Counterinsurgency and Capitalism in Colombia (Chicago Studies in Practices of Meaning)
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Review
"A sobering book on how armies burnish their brands. . . a detailed, eye-opening investigation." (New Yorker)“Guerrilla Marketing is a fascinating examination of how commercial-style branding has been deployed by both rebels and the state in Colombia's civil war. Fattal deserves high praise for his extraordinary research, carried out over many years in the edgy and borderless terrain of the war's periphery. His insights are lucid and the stories he tells are haunting. This book is a must-read for scholars of modern conflict, journalists, and diplomats.” (Jon Lee Anderson, author of Che Guevara: A Revolutionary Life)“Guerrilla Marketing is a poignant and theoretically innovative ethnography imbued with Fattal’s dynamic, compelling voice. This book is a significant contribution to studies of Colombia and the complexities of the human experiences of conflict, insurgency, and demobilization.” (Winifred L. Tate, author of Drugs, Thugs, and Diplomats)“This is a scintillating study: a surprising story of how Colombia deployed the power of advertising to counter armed conflict, and turned to the magic of branding to make counterinsurgency seem like a humanitarian enterprise. Not only does Fattal give a riveting account of how the Colombian state became an unlikely pacesetter in the business of peacemaking; he illuminates the growing salience of consumer marketing to statecraft everywhere in the twenty–first century world.” (Jean Comaroff, coeditor of The Politics of Custom)“Now that the hyped Colombian ‘peace agreement’ lies in tatters, Fattal’s meticulously detailed book is not only timely but theoretically refreshing and politically astute. Combining peasant stories of life in the guerrilla with a top-down view of media manipulation, it opens us up to novel understandings of the use of images and the power of anthropology.” (Michael Taussig, author of Palma Africana)
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About the Author
Alexander L. Fattal is assistant professor in the Departments of Film-Video and Media Studies and Anthropology at Pennsylvania State University.
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Product details
Series: Chicago Studies in Practices of Meaning
Paperback: 324 pages
Publisher: University of Chicago Press; First edition (December 10, 2018)
Language: English
ISBN-10: 022659064X
ISBN-13: 978-0226590646
Product Dimensions:
6 x 0.9 x 9 inches
Shipping Weight: 14.4 ounces (View shipping rates and policies)
Average Customer Review:
5.0 out of 5 stars
2 customer reviews
Amazon Best Sellers Rank:
#632,739 in Books (See Top 100 in Books)
Reading less like an academic book and more like an in-depth ethnographic study of an advertising company and its role in branding and marketing a conflict. In this circumstance the conflict is in Colombia and this activity, led by the company from its lofty offices in Bogotá, has been labelled as "Militainment," and I cannot think of a better word to describe their work. In Fattal's extensively researched book, he analyzes the role of marketing in the individual demobilizing program and the way in which the Colombian government changed their course to wage an anti-guerrilla war. Here we see the belief that successful branding has the ability to reconcile the irreconcilable. Aside from the telling accounts of how and why individuals joined up with the FARC guerrillas, one of the key elements for me in this book was the difficulty that Fattal encountered as an "objective" observer. Information was shared with Fattal and people in the government wanted to hear his thoughts and he, correctly, denied them his feedback, leading to friction within the group. Read this book!
When reading Guerrilla Marketing, it’s apparent that the book is based on extensive research. Fortunately, you don’t need prior interest or expertise in Colombia to understand and fully enjoy this book. Fattal’s analysis of Colombia also applies on a global level. He has interesting ideas on capitalism, the post-9/11 world, and neoliberalism. Captivating stories throughout the book held my attention. I enjoyed reading about “Operation Christmas†and loved the interviews with former FARC guerrillas after each chapter. I would recommend this book to anyone with an interest in media, politics, or Latin America.
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