Editing Pattern Recognition (novel) (section)

=== Branding, identity, and globalization ===
The novel's language is viewed as rife with labeling and product placements.<ref name=Jolis/> Postmodern theorist [[Fredric Jameson]] calls it "a kind of hyped-up name-dropping ... [where] an encyclopaedic familiarity with the fashions ... [creates] class status as a matter of knowing the score rather than of having money and power".<ref name=Jameson>{{Cite journal | last = Jameson | first = Fredric | author-link=Fredric Jameson | title = Fear and Loathing in Globalization | journal = [[New Left Review]] | volume = II | issue = 23 | publisher = New Left Review | date = September–October 2003 | url = http://newleftreview.org/II/23/fredric-jameson-fear-and-loathing-in-globalization }}</ref> He also calls it "postmodern nominalism"<ref name =Jameson/> in that the names express the new and fashionable.<ref name =Jameson/> This name-dropping demonstrates how commercialism has created and named new objects and experiences and renamed (or re-created) some that already existed. This naming includes nationalities; there are eight references to nationality (or locality) in the first three pages. Zeidner wrote that the novel's "new century is unsettlingly transitional making it difficult to maintain an individual identity".<ref name=Zeidner>{{cite news |first=Lisa |last=Zeidner |title=Netscape |publisher=[[The New York Times Book Review]] |date=January 19, 2003 |url = https://query.nytimes.com/gst/fullpage.html?res=9903E2DC113EF93AA25752C0A9659C8B63 |access-date=2007-11-27}}</ref> One character argues that "there will soon be no national identity left … [as] all experience [will be] reduced, by the spectral hand of marketing, to price-point variations on the same thing."<ref>Gibson 2003, p341.</ref> This is juxtaposed against the footage that contains no hints of time period or location.<ref name=Hollinger/> Globalization is represented by characters of varying nationalities, ease of international travel, portable instant communication, and commercial monoculture recognizable across international markets. As an example, Gibson writes how one 'yes or no' decision by Cayce on the logo will impact the lives of the people in remote places who will manufacture the logos and how it will infect their dreams.<ref name=Suzuki/>