15.1.07

Culture jamming







Culture jamming is the act of transforming existing mass media in order to produce negative commentary about itself, by using the same medium’s communication method. (Wikipedia). It’s literally attacking by using the same weapon. It can take different forms, from airing TV “subvertisements”, performing cultural interventions to altering existing advertisements (adbusting), a phenomenon which we are witnessing in Lebanon in our roads, streets and highways.
Historically, this new type of activism was first defined by a group called Negativeland.
It was described, in 1995 by Mark Hosler as “a totally natural response to growing up in a mediated world.” For instance, the mission statement of “Guerilla Media”, a culture jamming group, is: “Using satire as our main political tool, we primarily create and widely distribute parodies of daily newspapers, and government and corporate promotional materials.”
This practice is now very common in the world and is considered as rightful. Some examples from the world for instance, advertisements against MCDonalds like using the same logo to lately the March 14’s “I love life” campaign and the opposition’s counter campaign, emulating the same original logo, although culture jamming targets usually commercialism and corporate image, which is not exactly the case here.
Do they have the right to do it, there is no law that dictates not doing it (and by the way, who cares about respecting the law and rights here in Lebanon). Was it appropriate, creative or well executed esthetically? I’m not going to plunge into this debate since everyone has it own taste, which could also be biased depending on the political affiliation of the person.
But the question is: Is the culture jamming that we are witnessing achieving the same effects as the original traditional marketing and helping them in spreading the same ideas and principles. If so, we, Lebanese, are the real winners since we all love life and strive to live it in dignity, diversity and without debts.
Anyway, I’ll just leave you with some examples from the world illustrating culture jamming.

16 Comments:

At Monday, January 15, 2007 11:37:00 AM, Blogger MarxistFromLebanon said...

This comment has been removed by a blog administrator.

 
At Monday, January 15, 2007 11:39:00 AM, Blogger MarxistFromLebanon said...

Actually Nobilis, the logos are targeting the same people, it sort of revive them to their "responsiblities" to hit the streets. I do not see any new people except the already "mafrozeen"

Cultural Jamming has been one of the most successful methods to fight transnational corporations since it is the cheapest way to promote an idea.

The most successful picture was in Genoa whereby the activist was killed and his picture was jammed in a way blood appeared as Italy to resemble Franco's nation

MFL

 
At Monday, January 15, 2007 11:43:00 AM, Blogger nobilis tobilis said...

Yeah I remember this one MFL. Anyway, do you know where I could find the pic?

 
At Monday, January 15, 2007 4:10:00 PM, Blogger MMMMMMMMM said...

Nobilis, you are not gonna let go of this issue are you? hehe i can see it pissed you off much more then it pissed me!

Respect!

 
At Monday, January 15, 2007 4:37:00 PM, Blogger nobilis tobilis said...

M, I'm not pissed off
It's just a totally objective post. I'm not attacking anyone. I hope so :)

 
At Monday, January 15, 2007 5:44:00 PM, Blogger Maya@NYC said...

nobilis, good post... situation is so tense, people are unable to appreciate new ideas. the counter-ad of the opposition was a smart way-out of a smearing campaign that implied they hated life. i see the counter-campaign recommendable, witty and smart. however, both campaigns are useless: diversion tactics from the main issues.
and now that we established that we ALL love life, in all colors, in all forms and in all shapes, we can start killing each other again! yey!!

 
At Tuesday, January 16, 2007 2:41:00 AM, Blogger MarxistFromLebanon said...

I got it from a book by Amory Starr, Global Revolt, there is a tiny chapter on Cultural Jamming with the picture in it. If there is a library to rent the book or buy it then it is there. The name of the first world anti-globalization martyr's name was Carlo Giuliani

(I also heard that she was here and I missed her :( )

MFL

 
At Tuesday, January 16, 2007 9:04:00 AM, Blogger nobilis tobilis said...

maya, seems that things are getting better, who knows?

10x for the info MFL

 
At Tuesday, January 16, 2007 12:36:00 PM, Blogger MarxistFromLebanon said...

err... just to correct the info, first martyr in the first world, the third world already provided several martyrs, with 9 Nigerians executed by Shell for the accusation of High Treason in Nigeria

 
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