Technology and Counter-hegemonic Movements: The case of Nike Corporation

This paper examines ways in which the Internet and alternative forms of media have been employed to enhance political struggle in contemporary society, and are in fact redefining political struggle. It uses a case study of Nike Corporation to highlight that although the power and autonomy of transnational corporations operating within the global economy has been enhanced over the past few decades, there are accompanying modes of grassroots organizing which foster globalized resistance to such hegemonic tendencies. The analysis argues that the Internet provides the resources and environment necessary for cohesive organized resistance to corporate culture across the domains of production (labor issues) and consumption issues (marketing). The Internet and independent media have facilitated organizing strategies among emerging new social movements, such as the anti-sweatshop movement and the Culture Jammers movement. This paper draws on both modern and postmodern theory to explore ways in which marginal groups can utilize the new modes of technology for their own ends, and use micro-level forms of resistance to challenge macro-level trends.