Part literary criticism, part media analysis, part marketing handbook, this exploration provides a refreshingly new take on the Zapatistas. Very little has been documented about Zapatismo: the ideologies, organising, methodologies and communications stategies of the movement. Weaving togther varied elements of poetics and symbolism, Zapatismo has emerged as something entirely new, a resolutely radical public relations campaign for human liberation. Jeff Conant offers an engaging and innovative tool for organisers and educators to understand how the Zapatista strategy works.