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.One of these, a collection edited by Burke, starts offpromisingly in the introductory chapter by Burke and Walter Goldfrank: "One of the aims ofthe present volume is to demonstrate& the utility of incorporating a global dimension into thestudy of social movements" ( Edmund Burke III, ed., Global Crises and Social Movements:Artisans, Peasants, Populists, and the World Economy [ Boulder, CO, 1988 ], I).However,the individual chapters, excellent as some of them are, rarely see the necessity fordistinguishing between the "global" and the "international," central to a global analysis.Another problem is that most of the chapters are concerned with cases before the 1960s, thetime when a new concept and practice of globalization begins to-308-emerge (see Ross and Trachte, Global Capitalism, and Sklair, Sociology of the GlobalSystem).For examples, see the chapters in part 2 of Sklair, Capitalism and Development.Robin Cohen, The New Helots: Migrants in the International Division of Labor ( Aldershot,UK, 1987)."The Coca Cola case in Guatemala [the dismissal and intimidation of tradeunionists in a bottling plant] is one of the few cases where unions have actually disruptedproduction or distribution out of solidarity with workers in another country" (personalcommunication, Paul Garver, IUF, Geneva, March 1994).Omvedt, Reinventing Revolution, 149.For details and references on the Nestlé case, see Sklair, Sociology of the Global System,chap.5.There are many good sources for such campaigns and the social movements theygive rise to, for example, the magazines Multinational Monitor ( Washington, DC) and TheEthical Consumer ( Manchester, UK).The allusion here is, of course, to Richard B.Barnet and Ronald M.Muller's influential book( New York, 1974) under this title which, though dated, is still one of the most powerfulindictments of the largely unfettered power of the transnational corporations.It is, however,important to point out that global reach does not imply that everyone who is reached(consumers, audiences, etc.) necessarily accepts the message, or that the message itself isnecessarily uniform for all those who receive it.This is a central issue in media studies thatneeds incorporating into globalization research.file:///C|/Archivos%20de%20programa/eMule/Incoming/Stanley%20Fis.Jameson%20(Ed)%201998%20The%20Cultures%20Of%20Globalization.htmlSteven L.Piott, The Anti-Monopoly Persuasion: Popular Resistance to the Rise of BigBusiness in the Midwest ( Westport, CT, 1985).Ibid., 70.Those interested in the political influence of sociologists might care to look at Piott'sdiscussion of the first National Attorneys General Conference in 1907, which discussed theshifting emphasis from fining to jailing trust magnates, under the influence of E.A.Ross'sSin and Society: An Analysis of Latter-day Iniquity ( Boston, 1907).In a most informative book about antibusiness pressure groups in Australia, Bob Browningturns this argument on its head and claims that it is the Left that is organized in a global"network" ( The Network: A Guide to Anti-Business Pressure Groups [ Victoria, Australia,1990 ]).This belief, of course, is not confined to Australia.See, for example, the discussionof business propaganda in North America, where it is argued that since the 1970s, U.S.business has been mobilized "to reverse a dramatic decline in public confidence in bigbusiness which is blamed on the media" ( Peter Dreier, "Capitalists vs.the Media: AnAnalysis of an Ideological Mobilization among Business Leaders," Media, Culture andSociety 4 [ 1982 ]: 111).I have developed this argument in Leslie Sklair, "Social Movementsof Global Capitalism: The Transnational Capitalist Class in Action," Review of InternationalPolitical Economy 4 ( 1997): 514-538.Anyone who has the slightest doubt about this proposition is invited to consult-309-Alan Durning's lively, instructive, and critical account of the extent of capitalistconsumerism, How Much Is Enough ( London, 1992).See also Alan Warde, ed., "TheSociology of Consumption," Sociology 24 ( 1990).For an interesting comment on "TheConsumption of the Rich" in India, see Omvedt, Reinventing Revolution, 141-144.Ray, Rethinking, chaps.6 and 7 ; Burgmann, Power and Protest; Eder, New Politics;Omvedt, Reinventing Revolution.Sklair, Global Society and Global Environmental Change.The argument that the workers in the United States (and to some extent in other countries)trade extra leisure time for more money to sustain even higher levels of consumption is verystrong.See Benjamin Kline Hunnicutt, Work without End: Abandoning Shorter Hours for theRight Work ( Philadelphia, 1988), and Juliet B.Schor , The Overworked American: TheUnexpected Decline of Leisure ( New York, 1991), for somewhat different interpretations ofthis fundamental thesis.The often strained relations between the green and the labor movements illustrate thisproblem well.An interesting, though short-lived Australian case is the "green-bancampaign," when the New South Wales Builders Labourers' Federation reduced urban blightand overdevelopment between 1970 and 1974 ( Burgmann , Power and Protest, 192-195).Eder, New Politics, argues that environmental (or nature-society) social movements arereplacing the labor movement as the new social movement.file:///C|/Archivos%20de%20programa/eMule/Incoming/Stanley%20Fis.Jameson%20(Ed)%201998%20The%20Cultures%20Of%20Globalization.htmlThe attempts by the transnational capitalist class, through TNCS and official agencies, toincorporate the green/environmentalist movement is both a fascinating research topic and acentral political issue for our time, and not just in the rich first world.See Omvedt,Reinventing Revolution, and Sklair, Sociology of the Global System.The contrast in thedescriptions of the Australian Conservation Foundation in Browning, Network (pt.5 ), as adangerous leftist organization, and Burgmann, Power and Protest ( 205 - 207 ), asrespectable and tax-deductible, is both instructive and ironic.See Seikatsu Club Consumers' Co-operative, Co-operative Action Based on "Han" ( Tokyo,1992).I am grateful to Shuei Hiratsuka of Seikatsu Club and to the IOCU office in Penangfor valuable materials on these initiatives.See also the discussion in Peter Ekins, A NewWorld Order: Grassroots Movements for Global Change ( London, 1992), 131-134.Seikatsu, Co-operative, 21.Paradoxically, the Seikatsu Club was inspired by the Rochdalepioneers in England, the forerunners of the cooperative movement, which has become highlyconsumerist in its own way [ Pobierz caÅ‚ość w formacie PDF ]