Sociological Imagination: Western’s Undergraduate Sociology Student Journal

Article Title

Corporatization: An Analysis of Exploitative Branding Practices


This paper seeks to show that the rapid rise of corporatization affects not only first world countries, but also the third world countries. Using examples of the automobile, clothing, and technology industries I prove that corporatization increasingly affects first world countries, as well as the third world countries in a worldwide phenomenon. The paper discusses the growth of corporatization in relation to branding and the outsourcing of production and its effects on the economics of North America and Asia. Based Naomi Klein’s ideas about how companies sell the brand image rather than the product through advertisements, I show how the Detroit auto industry, Levi Strauss, and Apple exploit third world labour in order to sell products that embody the ideals of the brand. By using these examples to further prove that there is an increase in the inequality between the rich and the poor becomes a more serious issue in all societies that leads to the unjust division of labour between the first world and the third world countries.

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