What is culture jamming? Provide one example of culture jamming. What message did the example “jam”? More generally, what do those involved in this practice hope to accomplish?

Question

What will be an ideal response?

Answer 1

but should include a definition of culture jamming as the process in which mass media messages are radically transformed as a method of social protest. This is meant to make consumers aware of underlying realities associated with their consumption. Examples given in the book include the magazine Adbusters’ media campaigns; the use of Joe Chemo in place of Joe Camel to criticize smoking and reveal underlying health dangers of smoking; the use of Tommy Sheep as a spoof on Tommy Hilfiger representing those who buy the brand as conformists; Absolute on Ice spoofing Absolute Vodka by showing a corpse dead from alcohol consumption; and True Colors of Benetton as a spoof on Benetton by showing money as the true color. The broader objective is to show hidden realities, usually negatives/downsides of a corporation, and the “folly of consumer culture” that encourages participation when someone purchases goods and services that have negative effects on the consumer or on society.