Culture Jamming

What is Culture Jamming?

•Coined in 1984, refers to a tactic used by consumer social movements.

•Disrupts or ruins reputation of mainstream cultural insititutions.

•Guerrilla Semiotics and Night Discourse are sometimes used interchangeably along with culture jamming.

•Practice of making spoofs or parodies of corporate and political advertisements.

•Re-figuring logos, fashion statements, and product images to challenge the idea of "what's cool“.

Effects on Social Change

•McDonald’s has been criticized by many groups in regards to lack of nutritional value behind its menu.

•Lawsuits have been filed against this franchise along with numerous anti-McDonalds campaigns resulting in a significant social media response.

•The Physicians Committee for Responsible Medicine (PCRM) launched an ad campaign in the United States linking McDonald’s products to heart disease.

•Consumers have mixed feelings toward the campaign, but ultimately still criticize McDonald’s for not adding healthier alternatives to their current menu.

Walmart•Wal-Mart critics argue that Wal-Mart's

corporate policies violate the rights of its workers.

• It damages the environment as it steps over and crushes small businesses.

•Wal-Mart has been accused of selling merchandise for too cheap and competitors have tried to sue for predatory pricing.

•The government had to get involved in the pricing of Wal-Mart pricing of prescription pills because of the many complaints from other pharmacies.

•Activists have portrayed Wal-Mart as giant walking into town and destroying all of the small businesses.

Coca-Cola

•Has long been the subject of criticism by consumers groups and watchdog groups.

•Much of the criticism based around possible health effects of consumption, questionable labor practices, poor environmental record, engagement in monopolistic business practices and questionable marketing strategies.

•As a result, many pressure groups have been formed.

•The Killer Coke campaign was brought about to stop the horrific violence against the leaders and organizers of the workers’ union SINALTRAINAL in Colombia and Guatemala.

Advantages

•Culture jamming is useful because it can influence people to change their ideas and behaviors or to reinforce the attitudes of those who already have negative views.

•Culture jamming is a cost-effective way for activists to get their message across.

•Social networking sites have made it possible for practically anyone to voice concerns about any specific corporation and its practices.

Disadvantages

•Culture jammers face the danger of advertising the product instead of attaching a critical message to an image.

•Culture jamming can backfire if a group wrongfully sabotages a corporate entity or government agency to serve a political or personal purpose.

•Culture jamming is an intriguing tactic used by activists to spread awareness of a certain cause and spark strong emotions among society.

•The logic behind culture jamming is for the public to convert easily identifiable images into critical questions.