What has Culture Jamming become?
Culture jamming is a form of art that seeks to contradict mass media. It “appropriates existing cultural material—an image, a phrase, a space—and artfully modifies” it to create a new subversive piece. This art form started in the 1980s to combat advertisements from major corporations. It started as an underground art form and has now risen to be used for political, social, and environmental purposes. Culture jamming currently grapples with the issues of advertisement and mass media, where media once gave it a space to thrive it is now taking that away. My paper seeks to find out how culture jamming has become less effective by the rise in mass media.
Before speaking on examples of culture jamming we must examine
…show more content…
In “Killing Us Softly” , a documentary based on the lectures of Jean Kilbourne, advertisers are discussed as “America’s real pornographers” as they constantly use images that sexualize women to sell things. This constant use of sexualization can be harmful to a woman's self esteem and in turn creates a desire to always want to be someone else. The constant sexualization is also, to a point, comical, which creates a space for culture jammers to manipulate images, attack, and make fun of it. An example of this would be the Guerrilla Girls, they employed the use of culture jamming to create conversation in the constant sexualization of women in the art world and media. A bold poster they put up stated that “less than 5% of artists in the modern art sections are women, but 85% of the nudes are female”, this has un-arguably become one of their most famous pieces and goes along with attempting to subvert views that the media presents. There is also space made for culture jamming through all the ridiculous advertisements put up by large companies. Many less serious forms of culture …show more content…
Culture jamming strategies are “frequently co-opted by the brands themselves and used to attract the subculture of resistance to the brand”. This can be most well seen in fast food industries. All it takes is a simple google of “fast food companies attacking each other in the media” and examples can clearly be seen. Mass media has taken riffs off of culture jamming to attacking others ads for their own profit. These companies all end up promoting the same kind of consumerism which is taking culture jamming out of context. This is most well seen between the fast food companies Wendys, Mcdonalds, and Burger King. Wendy's tweeted at Burger King, “if you’re looking for a princess, you might want to let it go, not interested in the frozen beef kingdom”, which is critiquing Burger Kings food and the movie Frozen. This falls into the category of culture jamming because Wendy’s uses Burger King’s advertisements involving princesses and subverts it to attack them. Another example of this type of culture jamming is a dispute with Burger King against Wendy's. When Wendy's got rid of their spicy nuggets Burger King “bought a billboard ad right next to at least one Wendy's restaurant, reading "SPICY NUGGETS ARE BACK"” and brought them to their restaurant. The restaurant took the full branding idea of spicy nuggets and used it to attack the Wendy's chain by placing billboards right by
Thus, we can assume that the audience itself, the members who believe in the content of ads and its sincerity, as well as, people who agree with the portrait of the women that is being created are the only prisoners in this particular situation. “To them, I said, the truth would be literally nothing but the shadows of the images” (Plato 868). On the other hand, according to the Jean Kilbourne, author of “Two Ways a Woman Can Get Hurt” what is not mention to the public is the fact, that many women from the very young age during the process of finding out the truth and being blinded by the “light” are fighting with depression, low self-esteem, eating disorders and sexual harassment. “I contend that all girls growing up in this culture are sexually abused – abused by the pornographic images of female sexuality that surround them from birth, abused by all the violence against woman and girls, and abused by the constant harassment and threat of violence” (Kilbourne
In this specific commercial McDonald is aiming to sell their product and rise from their
The term cultural phenomenon can, and often will be viewed in many different ways. Personally, I believe that a cultural phenomenon is a media and/or toy text that has been made extremely popular, and continues to be a popular commodity in society, a good example of this being the Harry Potter franchise. Although Winnie-the-Pooh was, and always will be a large franchise, it had never gained the same amount of attention that the Harry Potter series gained; a large portion of this success gets attributed towards the advertising for Harry Potter. Gathered from the article: “Children as Consumers: Advertising and Marketing,” written by Sandra L. Calvert, we see the following statement that exemplifies the importance of advertising towards children:
The documentary Killing Us Softly 4 discusses and examines the role of women in advertisements and the effects of the ads throughout history. The film begins by inspecting a variety of old ads. The speaker, Jean Kilbourne, then discusses and dissects each ad describing the messages of the advertisements and the subliminal meanings they evoke. The commercials from the past and now differ in some respects but they still suggest the same messages. These messages include but are not limited to the following: women are sexual objects, physical appearance is everything, and women are naturally inferior then men. Kilbourne discusses that because individuals are surrounded by media and advertisements everywhere they go, that these messages become real attitudes and mindsets in men and women. Women believe they must achieve a level of beauty similar to models they see in magazines and television commercials. On the other hand, men expect real women to have the same characteristics and look as beautiful as the women pictured in ads. However, even though women may diet and exercise, the reality...
First, Kilbourne’s research should be praised tremendously for bringing to light the unhealthy impression of true beauty in today’s culture. Kilbourne challenges the audience to reconsider their viewpoints on advertising that is sublime with sexual language. The evolution of advertising and product placement has drastically changed the real meaning of being a woman. According to the movie, every American is exposed to hundreds and thousands of advertisements each day. Furthermore, the picture of an “ideal women” in magazines, commercials, and billboards are a product of numerous computer retouching and cosmetics. Media creates a false and unrealistic sense of how women should be viewing themselves. Instead of being praised for their femininity and prowess, women are turned into objects. This can be detrimental to a society filled with girls that are brainwashed to strive to achieve this unrealistic look of beauty.
Merskin, D (2004) Reviving Lolita? : A Media Literacy Examination of Sexual Portrayals of Girls in Fashion Advertising. In American Behavioral Scientist, vol. 48: pp.119-129. London: Sage Publications.
A company will want to know the power and effectiveness of their ads and about the society it is marketing to. This is why companies need to know about the cultural role of advertising, not the marketing role. The cultural role tells an organization not only about the values but also the notions of good and evil, and mortality and immortality. This information is important as it helps them to formulate their advertisements in a way that deeply affects the emotions of their consumers.
“Culture” is a term that over the years, has taken many forms, served many purposes and has been defined in a variety of contexts. At the rise of the industrial era, inhabitants of rural areas began to migrate to cities, thus starting urbanization. As this new era began to unfold, urbanization, mass production, and modernization became key ingredients in the transformation of culture. As more people became literate and the production of mass media such as magazines, pamphlets, newspapers etc. increased, many had the option and desire to identify collectively – popular culture began to rise. Popular or “mass” culture can be described as a “dynamic, revolutionary force, breaking down the old barriers of class, tradition, taste, and dissolving
Cultural appropriation is a recent norm that has now become common place in society. Due to the globalisation of media and the free access to information via television, public broadcasting, and the internet, different aspects from worldly cultures have now been used in fashion trends, music and film. By ‘adopting’ these aspects, it is
The term ‘popular culture’ is a particularly difficult one to define. The word ‘culture’ alone is, according to Ray Williams, “one of the two or three most complicated words in the English language” (Storey; 2006, 1). Popular culture must also be a term that is equally hard to define. Popular culture is an ambiguous phrase in cultural theory. In its simplest form: popular culture can be seen as the culture of the working class and minority cultures such as; folk and youth culture.(Brooker; 2003).
Adorno and Horkheimer (1975) used the expression ‘culture industry’ to describe the monopolisation of culture. “The entire practice of the culture industry transfers the profit motive naked onto cultural forms” (Adorno, 2001, P.99). Adorno and Horkheimer believed that Capitalism was mass-producing popular culture which was fuelling consumerist ideologies. It was demolishing the aesthetic values of art and art was no longer ‘arts for art’s sake’ and ‘purposelessness purposes’ prevailed (Held, 1980, P.93). Adorno (2001) argued that popular culture and art in capitalist societies were used for distraction and escapist purposes. The ‘Culture Industry’ was seen to assemble masses to participate in it’s ideology, which has profound social impacts. The monopolisation of culture exploits and manipulates mass population for social control and p...
As a result, culture plays a vital role in expanding international business with its impacts from general strategic direction to details like logo.
Storey, John. Cultural Theory and Popular Culture: An Introduction. Fourth Edition. Athens: University of Georgia Press. 2006. Print.
The purpose of this essay is to firstly explain what John Fiske means by ‘popular culture lies not in the production of commodities so much as the productive use of industrial commodities’ (Fiske, J. 1990 p.28). Secondly this essay will go on to compare Fiske’s interpretation of popular culture to MacDonald’s theory of mass culture.
Culture jamming in all its history has had different effects on people, both positive and negative. First we will talk about the cons of cultural jamming and its usage. Cultural Jamming mostly is attacked in its advertising form. Advertising, as well as promotions, was originally used by the corporations to sell a product. The motives now however have been skewed. Advertisements and promotions now days have a greater purpose, rather than just selling a product, corporations through their product hope to sell an image and send out a certain message. However it is ultimately how the consumer perceives these messages that is of utmost importance. This is where most of the conflict arises. Today’s advertisements consumers feel are not only selling a lie, but also they are sending out superficial and falsifying messages to the general public in order to make money. Thus consumers feel the need to rectify this through their cultural jamming. Cultural jammers often vandalize posters and billboards and alter the messages of preexisting advertisements to send out the message these images and their products actually promote. Through their actions, cultural jammers also seek to get consumers to think independently and thus see advertisements found on billboard and other areas with a new light and perspective. They aim to expose the motives behind company’s agenda. However sometimes this is done out of mal-intent or are done for alternative motives. Often activists have not only damaged the goods of private firms causing them great losses in terms of profit, but have also tried to ruin or tarnish companies just because they do not agree with their views. People have also often times engaged in cultural jamming with the sole purpose of fam...