Guerrilla Marketing: Counterinsurgency and Capitalism in Colombia by Alexander L. FattalBrand warfare is real. Guerrilla Marketing details the Colombian government’s efforts to transform Marxist guerrilla fighters in the FARC into consumer citizens. Alexander L. Fattal shows how the market has become one of the principal grounds on which counterinsurgency warfare is waged and postconflict futures are imagined in Colombia. This layered case study illuminates a larger phenomenon: the convergence of marketing and militarism in the twenty-first century. Taking a global view of information warfare, Guerrilla Marketing combines archival research and extensive fieldwork not just with the Colombian Ministry of Defense and former rebel communities, but also with political exiles in Sweden and peace negotiators in Havana. Throughout, Fattal deftly intertwines insights into the modern surveillance state, peace and conflict studies, and humanitarian interventions, on one hand, with critical engagements with marketing, consumer culture, and late capitalism on the other. The result is a powerful analysis of the intersection of conflict and consumerism in a world where governance is increasingly structured by brand ideology and wars sold as humanitarian interventions.
Full of rich, unforgettable ethnographic stories, Guerrilla Marketing is a stunning and troubling analysis of the mediation of global conflict.
Capitalism Killed 257,089 in Colombia
New book explores 'guerrilla marketing' in Colombia
Anthropology: Cultural and Social Anthropology. History: Latin American History. Latin American Studies. You may purchase this title at these fine bookstores. Outside the USA, see our international sales information. University of Chicago Press: E. About Contact News Giving to the Press.
Guerrilla Marketing argues that counterinsurgency and marketing have merged together in Colombia. More specifically the book analyzes a government program to persuade FARC guerrillas to defect from the rebel movement while also rebranding the Colombian army as a humanitarian actor. The partnership pitches a new life to guerrilla fighters, one as consumer citizens and entrepreneurial subjects. The book develops the concept of brand warfare to describe the fusion of counterinsurgency and consumer culture into an affective assemblage that is key to understanding governance in the early twenty-first century. Guerrilla Marketing follows stories from the perspective of former and active guerrillas from the Revolutionary Armed Forces of Colombia FARC , military officers, marketers, peace negotiators in Havana, and exiles living in unexpected places, such as rural Sweden. Testimonials, and their accompanying drawings by Colombian artist Lucas Ospina, separate the chapters.
Fattal University of Chicago Press, , pages. It has claimed the lives of , Colombians and displaced five million people from their homes. As the conflict spiraled into a vortex of violence in the s and early s, the U. Human rights organizations blamed state security forces and allied, right-wing paramilitary forces for the majority of extra-judicial executions, massacres, disappearances and massive forced displacement. All this was done with U. The war reorganized Colombian society. A violent counter-agrarian reform washed over the countryside, consolidating some of the most fertile lands into the hands of paramilitaries and the elites whose interests they served.