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Che's Afterlife: The Legacy of an Image
In 1960, Cuban photographer Alberto Korda captured fabled revolutionary Ernesto “Che” Guevara in what has become history's most reproduced photo. Here Michael Casey tells the remarkable story of this image, detailing its evolution from a casual snapshot to an omnipresent graphic—plastered on everything from T-shirts to vodka to condoms—and into a copyrighted brand. As Casey follows it across the Americas and through cyberspace, he finds governments exploiting it and their dissenters attacking it, merchants selling it and tourists buying it. We see how this image is, ultimately, a mercurial icon that still ignites passion—and a reflection of how we view ourselves.
410 pages, Kindle Edition
First published April 7, 2009
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301 people want to read
About the author
Michael J. Casey
10 books49 followersA native of Perth, Western Australia,
Michael Casey is writer and researcher in the fields of economics, finance, and digital technology and culture. He is currently Senior Advisor for the Digital Currency Initiative at MIT's renowned Media Lab, while also providing consulting services and speaking globally on the evolving digital governance of the global economy. Casey was previously a journalists, including 18 years at the Wall Street Journal covering global economics and markets.
He is the author of four books. Che's Afterlife: The Legacy of an Image (Vintage, 2009) is a history of and cultural commentary on Alberto Korda's famous image of Che Guevara, the world's most reproduced photographic image. It was chosen as one of New York Times' critic Michiko Kakutani's Top Ten picks of 2009. The Unfair Trade: How Our Broken Global Financial System Destroys the Middle Class (Crown, 2012) looks at the global financial crisis through the stories of ordinary citizens around the world. The Age of Cryptocurrency: How Bitcoin and the Blockchain are Challenging the Global Economic Order (co-authored with Paul Vigna; St. Martin's Press, 2015) is an expose on the economic, cultural and political changes heralded by the technology behind bitcoin and digital currencies. Finally,
Michael Casey is writer and researcher in the fields of economics, finance, and digital technology and culture. He is currently Senior Advisor for the Digital Currency Initiative at MIT's renowned Media Lab, while also providing consulting services and speaking globally on the evolving digital governance of the global economy. Casey was previously a journalists, including 18 years at the Wall Street Journal covering global economics and markets.
He is the author of four books. Che's Afterlife: The Legacy of an Image (Vintage, 2009) is a history of and cultural commentary on Alberto Korda's famous image of Che Guevara, the world's most reproduced photographic image. It was chosen as one of New York Times' critic Michiko Kakutani's Top Ten picks of 2009. The Unfair Trade: How Our Broken Global Financial System Destroys the Middle Class (Crown, 2012) looks at the global financial crisis through the stories of ordinary citizens around the world. The Age of Cryptocurrency: How Bitcoin and the Blockchain are Challenging the Global Economic Order (co-authored with Paul Vigna; St. Martin's Press, 2015) is an expose on the economic, cultural and political changes heralded by the technology behind bitcoin and digital currencies. Finally,
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Displaying 1 - 14 of 14 reviews
September 1, 2011
This a fascinating, thoughtful and insightful study of "Guerrillero Heroico," the famous photograph of Che Guevara taken by Alberto Korda on March 5, 1960. Without ever losing sight of the political and ideological ironies underpinning the legacy of the photo, Michael Casey has developed a clear-eyed narrative of the photo's cultural history; including its uses as propaganda, art, intellectual property, spiritual talisman and a conveyor of sacred values.
Shelved appropriately in the "Cultural Studies" section of bookstores, this is decidedly not a political science book or a lopsided polemic. Nor is it an extended exercise in art criticism. The central story, which involves the evolution of an icon, is not one that can be easily shunted into previously existing genres. In a sense, there is no template for writing this story and Casey does a phenomenal job of elucidating his subject while showing unwavering respect for those most invested (emotionally and financially) in Guerrillero Heroico.
Shelved appropriately in the "Cultural Studies" section of bookstores, this is decidedly not a political science book or a lopsided polemic. Nor is it an extended exercise in art criticism. The central story, which involves the evolution of an icon, is not one that can be easily shunted into previously existing genres. In a sense, there is no template for writing this story and Casey does a phenomenal job of elucidating his subject while showing unwavering respect for those most invested (emotionally and financially) in Guerrillero Heroico.
November 22, 2019
Like Jesus Christ, Elvis Presley, and Robin Hood, Che Guevara remains a transcendent symbol of hope and inspiration. Whether Korda's famous photo at the La Coubre funeral captured the "real Ernesto Guevara" is beside the point: as in all iconography, it's the symbol that matters. Did Jesus truly raise from the dead? Did Elvis really die on the commode in a pill-induced daze? And was Robin Hood merely a thief spreading stolen goods to buy protection? And was Che a ruthless warmonger, pushing himself to an end as dead as the nuclear judgments of his private writings?
Well, in the end, who cares? Every human symbol is flawed, possessing the clay feet and soiled undergarments of the human condition. Only those with a vested interest in old injustice, smug in their affluence, could despise Che or any of his predecessors. As long as humanity needs redemption from itself, there will be prophets and messiahs. Che's image deserves its place with the best of them.
Well, in the end, who cares? Every human symbol is flawed, possessing the clay feet and soiled undergarments of the human condition. Only those with a vested interest in old injustice, smug in their affluence, could despise Che or any of his predecessors. As long as humanity needs redemption from itself, there will be prophets and messiahs. Che's image deserves its place with the best of them.
August 19, 2024
This is a fascinating dive into the history and interpretation of one of those images that almost everyone has seen. By addressing Korda's Che (and the millions of ways it's been interpreted and appropriated), we can address an endless and ever-expanding universe of political, social, and aesthetic ideologies.
I feel like Casey falls into that old trap of conflating all commerce with capitalism, but this is a strong piece of work despite this.
This is a book about a revolutionary, a photographer, and their brief intersection. But even more than that, it's a book about symbolism and meaning. I recommend it.
I feel like Casey falls into that old trap of conflating all commerce with capitalism, but this is a strong piece of work despite this.
This is a book about a revolutionary, a photographer, and their brief intersection. But even more than that, it's a book about symbolism and meaning. I recommend it.
March 26, 2017
It was an interesting read probably because the subject matter is powerful and eternally relevant. With any book regarding Ernesto Che Guevara the reader, probably unfairly, expects the author to take an ideological position which this author does not until the very end. It is until the authors disclosure that the book reaches 4 stars otherwise had the author only relied on one image to prove his thesis the book would've proven too light in scholarship.
July 15, 2018
Excellent journalism and prose, should have gotten more attention than it did. The definitive account of the Korda Guevara image.
May 3, 2018
It's undeniable that Che means a multiplicity of different things to different people. His prevalence in popular culture is as fascinating as the polarized opinions he inspires. For some, he is an avenging saint, for others a merciless butcher. Fewer people, it seems, take a middle ground of regarding him as a human man expressing a flawed ideology, driven by an admirable outrage at poverty and inequality who nevertheless committed awful acts in pursuing them. But, according to Casey, this is the point - Che the symbol bears precious little resemblance to Che the person, and is a creation and reflection of those of us who hold an opinion on him. We use Che to define ourselves, in short.
This book shows that most people harbor contradictory views of Che Guevara adapted to their own political beliefs and environment. This, Casey argues, is what makes Che art - that the symbol, or brand as he puts it, of Che has less and less to do with the actual personage, creating conflicts and opportunities alike for those who actually knew him to come to terms with, and often profit from, that disassociation. Particularly interesting is the historical development of Che's brand in Cuba, first to distract from Castro's increasingly Soviet leaning sympathies and later as a signifier of the country's entrance into the global marketplace.
While intrigued by the cult of Che, it's clear Casey is not a leftist. His analytics are excellent but his politics come off as moralizing and patronizing - such as suggesting that Latin America would be better off not casting itself as a victim of US imperialism and 'taking responsibility' (for what??) when the continent has been marked by a history of being used as an exploitation ground for raw materials (though admittedly not just by the US) by powers who have repeatedly blocked its ability to enter the global market in any other capacity.
Still, a worthwhile exploration of what a ubiquitous icon has meant to people around the world, often sharing nothing in common besides reverence for (or alternately, condemnation of) this man who has become a symbol eluding strict definition.
This book shows that most people harbor contradictory views of Che Guevara adapted to their own political beliefs and environment. This, Casey argues, is what makes Che art - that the symbol, or brand as he puts it, of Che has less and less to do with the actual personage, creating conflicts and opportunities alike for those who actually knew him to come to terms with, and often profit from, that disassociation. Particularly interesting is the historical development of Che's brand in Cuba, first to distract from Castro's increasingly Soviet leaning sympathies and later as a signifier of the country's entrance into the global marketplace.
While intrigued by the cult of Che, it's clear Casey is not a leftist. His analytics are excellent but his politics come off as moralizing and patronizing - such as suggesting that Latin America would be better off not casting itself as a victim of US imperialism and 'taking responsibility' (for what??) when the continent has been marked by a history of being used as an exploitation ground for raw materials (though admittedly not just by the US) by powers who have repeatedly blocked its ability to enter the global market in any other capacity.
Still, a worthwhile exploration of what a ubiquitous icon has meant to people around the world, often sharing nothing in common besides reverence for (or alternately, condemnation of) this man who has become a symbol eluding strict definition.
August 24, 2009
Michael Casey has an interesting idea here: basically, a biography of an image, in this case the Alberto Korda photograph of Che Guevera, which, in its many guises, could be the single most reproduced image in the world. Casey is strong on why the image serves so well as "branding" for so many different types of groups, usually revolutionary of some sort, but often with completely different values and tactics than Che espoused. Less effective are his inevitable, too long and lacking any real insight or punch, diversions into the lives of both subject and photographer. Not bad overall, but read Naomi Klein's No Logo for an excellent take on the primacy of marketing and branding in our world.
April 23, 2011
If you want to know who the heck that guy is that you see everywhere, and why you see it everywhere - this might be the book you're looking for. The author take a good try at examining the extent to which the Che image is used, what it means, and who has the rights to use it in those manners. The analysis is a bit dense in some places, but at least Casey is giving the reader something to chew on.
[My star rating is based upon how well I think the author researched and analyzed Che's image - not based on my personal feelings about Che.]
[My star rating is based upon how well I think the author researched and analyzed Che's image - not based on my personal feelings about Che.]
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December 10, 2015Author: Are you a fan of Che personally?
Salesman: Yes, he sells well.
Is this ridiculous? As a iconically hero who fought for destruction of the capitalist system, his images is now a participant in that system.
Salesman: Yes, he sells well.
Is this ridiculous? As a iconically hero who fought for destruction of the capitalist system, his images is now a participant in that system.
August 10, 2009
It had its moments and it wasnt badly done, but I am not Noah and just couldnt maintain my interest in the backstory of brand establishment, even a brand as interesting and ubiquitous as this.
May 13, 2009
Much more than you ever wanted to know about the iconic photograph of Ernesto "Che" Guevara.
September 26, 2009
Started off slow and got better at the end as the author stopped reciting facts and started discussing personalities and making observations.
December 18, 2009
Absolutely riveting. Occasionally a little cliche, but overall, a really fascinating account of history, both of the image, the man, and several Latin American countries - especially Cuba.
February 1, 2016
some interesting sections, but much of it was about Korda (who took the photo) and many long tangential anecdotes
Displaying 1 - 14 of 14 reviews