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Joseph Heath (born 1967) is a professor of philosophy at the University of Toronto, where he was formerly the director of the ''Centre for Ethics''. He also teaches at the School of Public Policy and Governance.〔(University of Toronto School of Public Policy and Governance profil )〕 He received his Bachelor of Arts from McGill University in 1990,〔(Biography - Trudeau Fondation )〕 where his teachers included Charles Taylor, and his Master of Arts and doctor of philosophy (1995) degrees are from Northwestern University,〔(Biography - Trudeau Fondation )〕 where he studied under Thomas A. McCarthy and Jürgen Habermas. He has published both academic and popular writings, including the bestselling ''The Rebel Sell''. His philosophical work includes papers and books in political philosophy, business ethics, rational choice theory, action theory, and critical theory. Heath is the recipient of the Pierre Elliott Trudeau Foundation Fellowship (2012).〔(Media release - Trudeau Foundation )〕 In 2013, Heath was named to the Royal Society of Canada.〔(RSC 2013 New Fellows )〕 His fourth popular book, ''Enlightenment 2.0'', was published in 2014, and was the winner of the 2014 Shaughnessy Cohen Prize for Political Writing.〔("Writers' Trust of Canada" ). March 16, 2015.〕 ==Ideas== The central claim of ''The Rebel Sell'' is that counter-cultural movements have failed, and that they all share a common fatal error in the way they understand society; thus counter-culture is not a threat to "the system". For example, it is suggested of Adbusters' Blackspot campaign that the shoe's existence proves that "no rational person could possibly believe that there is any tension between 'mainstream' and 'alternative' culture." In the book ''Filthy Lucre'', Joseph Heath criticizes the idea that tax-paying is inherently different from consumption, and argues that the idea of a tax freedom day is flawed:
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