(sometimes guerrilla communication) is a tactic used by many anti-consumerist social movements to disrupt or subvert media culture and its mainstream cultural institutions, including corporate advertising. It attempts to “expose the methods of domination” of a mass society to foster progressive change.
Culture jamming is a form of subvertising. Many culture jams are intended to expose questionable political assumptions behind commercial culture. Culture jamming makes use of the technique détournement, which uses the language and rhetoric of the mainstream paradigm or culture to subversively critique the paradigm or culture. Tactics include re-figuring logos, fashion statements, and product images as a means to challenge the idea of “what’s cool”. Culture jamming often entails using mass media to produce ironic or satirical commentary about itself, commonly using the original medium’s communication method.
Culture jamming is employed as a reaction against social conformity. Prominent examples of culture jamming include the adulteration of billboard advertising by the Billboard Liberation Front (BLF), and contemporary artists such as Ron English. Culture jamming may involve street parties and protests. While culture jamming usually focuses on subverting or critiquing political and advertising messages, some proponents focus on a more positive (often musically inspired) form which brings together artists, scholars, and activists to create new types of cultural production that transcend – rather than merely criticize – the status quo.
Libro pdf free: Calle Lasn – Culture jam http://www.informa-azione.info/files/eBooks/culture_jam.pdf