Culture Jamming
How many
advertisements are we exposed to everyday?
According
to an article published recently on the New York Times, an average person
receives over 3000 product-marketing messages everyday. Advertisements and sigs
bombard us from every direction.
The
constant exposure to advertising is affecting our culture significantly. Private media outlets have become a tool in the hands of
advertisers that constantly addresses individuals by promoting consumption as a
way of life and appealing to audience’s emotions. Since mass
communication plays a major role in shaping the way individuals perceive the
world and interact with others, the issue of controlling the texts sent by
media corporations should be one of our major concerns.
Media
executives are forced to ideate commodities that have the potential to attract
profitable audiences, hypothetical consumers. WE ARE THE PRODUCT. In modern
times, marketers’ purpose is that of stimulating our emotional needs rather
than concrete ones. They manage to achieve this goal by selling us identities,
values and a lifestyle as society sees it, rather than the product itself,
which often produces no more than illusory benefits. They purposely attach
products to signs that carry particular emotional values.
EXAMPLE
This advertisement is an example of how brands
attract viewers by appealing to their emotions rather than giving them useful
information about the product. (Apple’s brand
and, consequently, its marketing campaigns, is its key to survival. It is not
being the most innovative phone that makes the iPhone the benchmark smartphone
to which every other is compared, but the power of its branding. People are
emotionally connected with Apple’s products.
The brand has associated
itself over the years with a “cool” lifestyle, the ability to connect with
anyone, everybody, and everywhere, and simplicity.)
Numerous studies have been conducted for what concerns
the way we decode media texts and whether we have an active role in the
communication process or rather, as the Hypodermic Model Theory suggests, media
messages are ”injected” straight into our veins, the veins of an “unresponsive
audience”. Stating that audiences decode media texts sharing the
exact same codes used by media producers and therefore accepting, without questioning,
the preferred reading of the text itself, would mean denying audiences of any
sort of active role in the understanding process of a media text.
Media flak
and other forms of alternative media prove the previous statement wrong.
Culture
Jamming is an attempt of guerrilla media that contests mainstream media with
the purpose of making the voice of audiences become louder than the voice of
the few multimedia-conglomerates that possess the majority of media
commodities.
Culture
Jammers are slowly taking-away corporations’ most powerful tools: the brand,
the logo and the audience’s consensus, contributing to the growth of a sense of
“bad mood” among viewers. By refusing to think of media as a one way flow
of information they hope to awaken those that have fallen victims of marketing
misleading tactics.
HISTORY
Even though actions of
Culture Jamming could be tracked back as far as the 40s, the term itself was only coined in 1983 by
the musical band “Negativland”. Since then, thanks
to the development of high-tech, this movement of activists has rapidly been
growing in size spreading throughout the US, targeting the consumption oriented
media system that constantly feeds audiences with non-existent needs, and
attacking some of the most known commercial brands and their media campaigns.
Through the use of creative strategies,
including but not limited to subvertising, billboard banditry and street art,
Culture Jammers have tried and often succeeded in directing “the public viewer
to a consideration of the original corporate strategy”.
LINK TO THE MANIFESTO OF THE CULTURE JAMMERS:http://www.evolutionzone.com/kulturezone/futurec/culture.jammers.manifesto
One of the techniques used by the jammers
is spinning and billboard banditry. It consists in modifying, commenting or
simply explaining the hidden part of a campaign, often using graffiti. Banksy
is one of the culture jammers, who uses this technique.
The key to Culture Jamming’s
success lies in its unusual approach to corporate products, a stratagem known
as subvertising. Culture Jammers work with the same tools used by advertisers
to subvert the meaning of a media campaign. They use satire and parody to
destroy corporate advertisements and political campaigns, making viewers aware
of how marketers have managed to trick them. Culture Jammers achieve this by
preserving the original design and the appealing visual layout of the ad but
adding a twist that draws emphasis to the underlying message, thus offering an
oppositional reading of the text.
Calvin Klein’s marketing campaign
launched in 1985 featured an excessively thin Kate Moss and advertised the company’s
new perfume “Obsession”. Culture Jammers attacked the company’s campaign and their updated version of the ad has travelled worldwide. The
interesting thing is that the spoofed advertisement is not that different for
what concerns its structure and design but the meaning associated with it is
totally altered. The new ad was meant to strike viewers’ opinion, posing as a
counter-ad for all the billboards that are promoters of female sexuality and
that are sadly accepted and normalized by society.
Culture Jammers purposely
create a fresh bond between the dual signifier and signified, offering viewers
a new code to decode media texts, a code that will not allow them to look at an
ad in the same way as they did before. Culture Jammers do not create a new
ideology but just shine a light to expose the closeted skeletons of the media
industry, whose stratagems are usually taken for granted. They deconstruct
corporate campaigns using the same basic rules used by media executives to
attract audiences: creativity, rhetoric and visual appeal.
EXAMPLE
In 1987,
R.J. Reynolds, the manufacturer and founder of the Tobacco Company, Camel,
ideated an innovative advertising strategy that proved to be extremely
effective. Joe Camel became the symbolic character of the tobacco industry; the
“Smooth Character” Reynolds needed to increase cigarette’s sales.
Joe
owned a sporty car with underdressed sexy “chicks” around him; he was always wearing
his fashionable pair of Ray-Bans and, of course, he was never portrayed without
a lighted cigarette in his mouth. Joe Camel was not selling a product; he was
selling a lifestyle.
Joe Chemo, “a camel who wishes he’d never smoked”
appeared for the first time in 1996, in the winter issue of the Adbusters magazine.
Drawing attention on himself in the spoofed advertisement is the same Joe that
9 years before had been chosen as the spokesman for the Tobacco Industry, now
showing signs and changes of smoking all these cigarettes over his lifetime.
The goal of the Joe Chemo anti-advertisement was not to attack the
product itself but to expose the dishonesty of the brand and its failure in
providing audiences objective facts and veracity. The goal of the Joe Chemo
campaign was to fight the unfair practices used by the Camel industry and to
show viewers how easily constructed messages promoted by media industries are, as they
are drawn on broadly shared cultural values.
Is Culture Jamming effective?
Culture Jamming is an attempt to attack the branded system in its entirety,
by seizing the corporation’s brand itself. It is not the individual Culture Jam
that should scare media conglomerates, but the movement in its totality and its
power to raise awareness among viewers. Whether media corporations are ready to
accept it or not, there is a “bad mood” arousing among audiences that are
starting to question the practices and the tactics of these industries. Viewers
are starting to feel overwhelmed by the false promises of advertisements, thus
pressuring marketers to better meet their needs and requests. The relevance of
Culture Jamming lies in the fact that it constantly foments this mood. While it
is appropriate to say that Culture Jamming rarely succeeds in turning an
ad-campaign down alone, it cannot be denied that Culture Jammers are carrying
out a noteworthy job in raising wakefulness and in moving audiences towards a
protest against the branded life. Step
by step, or rather Jam by Jam, these activists are trying to convert easily recognizable
images and signs whose meanings seem to be already constructed, and are calling
attention to the unethical use of these signs that allows corporations to
“forget” to inform audiences about the downsides of their products and
campaigns. Culture Jamming is proof of how big antagonist audiences have become
and represents a hope for alternative media for ulterior support and power to
the detriment of mainstream media.
Whereas the modes of protest used by culture jammers are often considered controversial, I still think that the movement needs to be given credit for its creative attempt to challenge articulations of power, and hegemonic ideologies. Culture Jamming, as the Luddism movement and Appropriate Technology, represents a cultural response to the received view.
Whereas the modes of protest used by culture jammers are often considered controversial, I still think that the movement needs to be given credit for its creative attempt to challenge articulations of power, and hegemonic ideologies. Culture Jamming, as the Luddism movement and Appropriate Technology, represents a cultural response to the received view.
What
would happen if the voice of the consumer became louder than the voice of the
industries?
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