年度反資本主義盛事身處於物質富裕社會的我們，視消費或購物為司空見慣之事，沒有多少人會認真思考，我們所消費和購買的東西，可能是層層剝削第三世界勞工血汗而來的。為了向發展國家民眾宣導這個剝削的過程，喚醒他們消費會促使剝削，更大的消費將助長更大的剝削，1993年，非營利組織廣告剋星（Adbusters）形成拒買的概念，並於1996年起，在每年的11月28和29日，發起國際拒買日，至今年為止，全世界至少有55個國家參與這個行動。

這兩年的國際拒買日別有意義。因為自2001年發生911恐怖攻擊事件後，美國等西方國家的領導人開始鼓勵民眾以消費來對抗恐怖主義，但國際拒買日的發起人認為，無止境的消費直接助長了最嚴重的恐怖主義形式，即國家和跨國企業，例如：哥倫比亞發生大屠殺和違反人權的案件，與該國政府維護可口可樂公司利益有關；麥當勞直接或間接地破壞了雨林；耐吉、愛迪達等公司剝削勞力等。這是有良知的公民應拒買上述公司產品的原因。

跨國公司在全球各地的作為，通常被視做更廣泛的全球資本主義、新殖民主義及帝國主義問題的一部分。強權國際機構，如世界貿易組織、國際貨幣基金、世界銀行等，一貫的統治和決策，就是確保西方消費者能買到廉價的產品，而這卻是以剝削第三世界國家人民勞力和天然資源為代價。正如墨西哥原住民族「薩帕提斯塔民族解放軍」領袖馬可士所說的，他們對抗的不是一國政府，而是操控一切的全球資本和投機客。國際拒買日行動讓世人注意到，西方消費者在全球資本帝國主義中所扮演的角色。

國際拒買日當天，各地所採取的行動各異。例如，廣告剋星發起的行動稱做文化干擾，如修改廣告看板內容、街頭劇場或霸佔廣播或電視台等，其目的是利用主流文化的符碼和媒體來反擊主流文化。一般消費者可採取的行動，最簡單的就是拒買。

In observance of what may very well be the most important holiday of the year for the anti-capitalist movement, people in at least 55 countries will celebrate "International Buy Nothing Day" this weekend. Begun in 1993 by the founders of Adbusters, the concept has taken root in diverse communities and manifested in multiple ways in cities throughout the world. In Europe, International Buy Nothing Day (BND) is celebrated the last Saturday in November (the 29th) while in the United States and Canada the event has coincided with the day after Thanksgiving. The latter date was chosen in response to the fact that the last Friday of November has become, due to intentional marketing strategies, the "biggest shopping day of the year" in the United States. BND was conceived as a protest against the religion of consumerism, and the multiple ways in which the imperative to shop is implicated in systematic violence throughout the world. In its positive aspects, BND is a celebration of life, community and local autonomy.

The importance of participating in the capitalist economy has been presented by government leaders, since September 11th, as the best way to fight terrorism. Following the tragedies in New York, Mayor Rudy Guiliani urged citizens, "Show you're not afraid. Go to restaurants. Go shopping." United States President George W. Bush towed the same line by stating, "We cannot let the terrorists achieve their objective of frightening our nation to the point where we don't conduct business, where people don't shop."

Advocates of International Buy Nothing Day argue that, far from defeating terrorism, unmitigated（全然的）consumption contributes directly to the most profound forms of terrorism in the world: that of states and multinational corporations. From the atrocities and human rights abuses in Columbia advanced in the interests of the Coca-Cola Corporation, to the direct or indirect destruction of rainforests by McDonalds, to the use of sweatshop by Nike, Adidas and others, the reasons for responsible citizens to not buy are as numerous and diverse as the products on the shelves.

Particular issues related to the practices of large, multinational corporations, however, are only part of what many view as the larger problem of global capitalism, neo-colonialism and imperialism. The consistent rulings and decisions of powerful international bodies such as the World Trade Organization, the International Monetary Fund and the World Bank, have consistently ensured that Western consumers can purchase cheap products, subsidized by the exploitation of human labor and the natural resources present in the Global South. Subcomandante Marcos, writing about the indigenous rebellion in Chiapas, relates: "When we rose up against a national government, we found that it did not exist. In reality we were up against financial capital, against speculation（投機）, which is what makes decisions in Mexico as well as in Europe, Asia, Africa, Oceania, North America, South America--everywhere." Celebrants of International Buy Nothing Day draw particular attention to the role Western consumers play in the larger story of global capitalist imperialism.

The celebration of International Buy Nothing Day has taken on many different forms. One approach, also promoted by the founders of Adbusters, is "Culture Jamming." Culture Jamming includes anything from the modification of billboards, to street theater, to (in the extreme) the commandeering of radio or television networks. The idea is to use the symbols and media of mainstream culture against itself. Activists in British Columbia, for example, have begun the "Consumer Monster Challenge." A Cookie Monster-style puppet (with dollar signs for pupils) confronts consumers at shopping malls and attempts to provide education in a non-threatening manner. According to their website, "The cuteness of the puppet allowed us (the culture jammers) to talk to all sorts of people who would have been otherwise unapproachable. Apparently everyone loves puppets. From small children to the elderly, we were able to engage with the most conservative of people with our fuzzy friend." Activists in other cities have held "Reclaim the Streets" parties in busy shopping areas, dropped banners, and held free picnics. The best way anyone can participate, however, is to simply buy nothing.

On a larger scale, Adbusters has received generous donations that will fund a 30-second T.V. commercial that will air during CNN Headline News between 8 and 11 P.M. on November 28th.

廣告剋星一是個致力於再創過時的消費者文化典範、建立嶄新生活智識的組織，文化干擾是他們的武器，全球閱聽人是他們的後盾。廣告剋星目前由廣告剋星媒體基金會負責管理及運作，其下設有3個單位：廣告剋星雜誌、鼓吹權力移轉廣告機構、文化干擾者總部。

廣告剋星是一個非營利性組織，總部位於加拿大卑詩省溫哥華市。廣告剋星雜誌靠讀者訂閱，發行量計12萬份，主要關注被商業力量腐蝕的自然與文化環境，揭發廣告的不實之處，反諷與說明商業行銷手法，其成果已得到多個組織的肯定，如地球之友及綠色和平組織，並獲得全球各大媒體的顯著報導。

廣告剋星雜誌的讀者有2／3住在美國，其餘讀者則散居於60個國家，涵蓋教授與學生、社會行動者與政治人物、環保人士與媒體專家、企業監察組織與內幕人士等。

廣告剋星雜誌提供尖銳且富涵哲理之文章與社會行動者的評論，每年並推出社會行銷運動，如國際拒買日與拒看電視週，已使廣告剋星儼然成為重要的社會行動者聯結團體。該雜誌也注重生態學，致力追求經濟與生態平衡的世界，並勸導人們由旁觀者轉變為參與者，對全球經濟的不義行為發出怒火。

鼓吹權力移轉廣告機構提供其他社會行動組織宣傳的機會，只要該組織是非營利性團體，動機純正，就可申請服務。

文化干擾者總部是一個聯結了藝術家、社會行動者、作家、惡作劇者、學生、教育者及企業家的全球網絡，他們希望在資訊時代提倡新社會運動，以瓦解現存的權力結構，改變我們所處的21世紀。文化干擾可以改變目前人們的思想與生活、資訊的流通、電視台的營運方式、政府組織的權力運作，也改變充斥於生活中的時尚、運動、音樂、文化產業等的議題設定。也就是說，文化干擾可以改變我們社會的意義產製方式。

The Media Foundation

We are a global network of artists, activists, writers, pranksters, students, educators and entrepreneurs who want to advance the new social activist movement of the information age. Our aim is to topple existing power structures and forge a major shift in the way we will live in the 21st century.

To this end, Adbusters Media Foundation publishes Adbusters magazine, operates this website and offers its creative services through PowerShift, our advocacy advertising agency.

Adbusters Magazine

Based in Vancouver, British Columbia, Canada, Adbusters is a not-for-profit, reader-supported, 120,000-circulation magazine concerned about the erosion of our physical and cultural environments by commercial forces. Our work has been embraced by organizations like Friends of the Earth and Greenpeace, has been featured on MTV and PBS, in the Wall Street Journal and Wired, and in hundreds of other newspapers, magazines, and television and radio shows around the world.

While two-thirds of Adbusters' readers reside in the United States, the magazine has subscribers in 60 other countries, with one of the most diverse readerships of any publication. Our readers are professors and students; activists and politicians; environmentalists and media professionals; corporate watch dogs and industry insiders; kids who love our slick ad parodies and parents who worry about their children logging too many hours a day in the electronic environment.

Adbusters offers incisive philosophical articles as well as activist commentary from around the world addressing issues ranging from genetically modified foods to media concentration. In addition, our annual social marketing campaigns like Buy Nothing Day and TV Turnoff Week have made us an important activist networking group.

Ultimately, though, Adbusters is an ecological magazine, dedicated to examining the relationship between human beings and their physical and mental environment. We want a world in which the economy and ecology resonate in balance. We try to coax people from spectator to participant in this quest. We want folks to get mad about corporate disinformation, injustices in the global economy, and any industry that pollutes our physical or mental commons.

Powershift Advocacy Advertising Agency

The folks at Adbusters delight in helping other organizations deliver the messages the world needs to hear -- and these same folks at Adbusters all lend their talents to PowerShift. If your communications are not-for-profit, consider PowerShift when you call for agencies. We're a full-service shop, ready to create your next campaign -- if the cause is right.

Culture Jammers Headquarters

This site was designed to help you turn the drab number cruncher you're staring at right now into the most versatile activist tool ever reckoned with. From cyberpetitions to Critical Mass tips, from disseminating corporate propaganda, to downshifting your lifestyle and treading lightly on the planet, we hope this site will inspire you to move -- upon your return to the real world -- from spectator to participant.

The Culture Jammers Networks

We are a global network of artists, activists, writers, pranksters, students, educators and entrepreneurs who want to advance the new social activist movement of the information age. Our aim is to topple existing power structures and forge a major shift in the way we will live in the 21st century. We believe culture jamming can be to our era what civil rights was to the '60s, what feminism was to the '70s, what environmental activism was to the '80s. It will alter the way we live and think. It will change the way information flows, the way institutions wield power, the way TV stations are run, the way the food, fashion, automobile, sports, music and culture industries set their agendas. Above all, it will change the way meaning is produced in our society.

至今年為止，國際拒買日至少有55個國家（絕大部分是西方國家）的民眾參與拒買的行動，政大廣電系講師郭力昕認為，西方各國的參與意願會如此興盛，主要是因為他們大多已充分體驗過物質／消費文化的洗禮，較多的知識階層或市民社會能夠從經驗裡拒絕並批判消費／廣告的商品文化，因此，西方市場裡的名牌並不會對消費者有物質與昂貴以外的附加意義。

反觀亞洲國家多為經濟新興國家，一方面還沒有足夠的時間從物質的滿足感與虛榮感中走出來（包括大眾，與號稱知識份子／藝術家／非主流社群等人──台灣的許多藝術文化工作者，是毫無拒絕名牌的意識的），一方面亞洲／台灣對西方名牌可以產生的（在東方社會裡的）社會身分指涉（基於西方崇拜與文化自卑）普遍仍強。

而10年來持續注意國際拒買日的破週報總編輯黃孫權認為，每年只有一天的國際拒買日雖然已走向全球化，但國際拒買日往往是抗議某企業某些做法有違社會公理，行動宣示意味還是大於實際執行的效果。如果真的要確實逼使虐待動物或是壓榨勞工的跨國企業除去惡習，將那些有爭議的影像與證據透過學者發表或散佈給公眾會更有幫助，在台灣「非常光碟」的散播也許有值得借鏡之處。

對於國際拒買日這個發展迅速的全球行動，鮮少獲得台灣媒體的注意，黃孫權指出，台灣媒體的立場向來是不反全球化的，更別說是反消費了。

美國、英國、荷蘭、德國、愛爾蘭、斯洛凡尼亞、越南、挪威等國家的各大城市。

adbusters於1996年發起國際拒買日的全球行動，透過媒體宣傳，達到明顯的效果，許多民間團體也前來響應，如Liberation Collective, Cascadin Forest Alliance等。

1998

紐西蘭、加拿大、美國、芬蘭、荷蘭、比利時、英國、北愛爾蘭等世界各國。

1. 國際拒買日成為一個國際性的活動，遍及世界各大洲。

2. 國際拒買日在北美成為一個固定的生態環保節日(eco-holiday)。

3. 這一年的國際拒買日還包含許多國際議題，如對第三世界國家產品的公平貿易(fair trade)問題等。

1999

來自全球超過30個國家響應，從巴西、北韓到以色列，遍及各大洲。

1999年的國際拒買日，透過媒體的大肆宣傳，世界各地皆有響應的活動，各國利用富涵創意的宣傳活動，吸引民眾注意。

2000

澳洲、加拿大、比利時、日本、紐西蘭、巴拿馬、英國、美國等。

國際拒買日在美國各個城市熱鬧登場，有將近60％的受訪民眾表示，經過國際拒買日後，他們再也不會沉浸在耶誕購物的喜悅當中了。

2001

來自全球超過40個國家響應，遍及世界各大洲。

一位第一次參與的民眾難掩興奮的心情，向媒體表示自己的成就感，因為他在國際拒買日這天，連電燈都沒有開，「完全沒花到半毛錢」。

2002

美國、英國、日本、阿姆斯特丹、加拿大、以色列等世界各國家。

世界各國響應國際拒買日，並以實際方式響應。在有名的購物國家日本，一家位於池袋的百貨公司，門前高掛一則標語，「今天是國際拒買日，為什麼你還買那麼多東西呢？」