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Culture JammingDisrupting the (information) Flow
Mitch GoodwinCoordinator, New Media Arts
James Cook University
Mentalgassi, Germany, 2011
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Unleash the fiend, invoke your dark side, vandalise
everything. Stand in the middle of traffic and dance. Return
favours twofold, and return malice fivefold. Insert tiny
propaganda bombs into publications and news-stands
everywhere.
Defy TV, denounce everybody, see through everything,
place disturbing classified ads in newspapers, toss money
at people, paint targets on cars, streak, defy classification,
get yourself on TV.
Start a church, cross dress, write several conflicting
autobiographies, be politically incorrect, make love to
anything, make war on everything. Look normal, be
insane.
- Social Activism In the Information Age | headspace #4 | abc.net.au | 1998
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The Pretext
Consumer Culture
Manufacturing Desire
What makes a good advertiser good is precisely hisor her ability to make us want something we did notpreviously feel any need for... Advertisers aretherefore the contemporary worlds leading experts atinstilling desire and manufacturing longing injecting
us with images, humour and state of the art graphics,
as a virus might be injected via a finely tunedhypodermic needle.
- Mark Kingwell | Better Living|
Penguin, Toronto | 1998
Windows 1995 boot screen| Microsoft | 1995
The Rolling Stones| the tongue & lip design | 1971
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The Pretext
Consumer Culture
The Ideological Critique
The major criticism of the consumer is aimed at the large sumsof money invested in items which do not provide lastingsatisfaction or happiness
This is compounded by the enormous investment largecompanies make in the promotion of these products
EG. The Gillette company spent US$1 billion developingand marketing the Mach 3 razor in 2005; Microsoft spent $10million on 30 seconds of the Rolling Stones Start Me Up tolaunch Windows OS in 1995.
As a result consumer society would appear to be governed bycommercially driven priorities which a person would not
endorse upon rational reflection The Mach 3| Gillette | May 2005
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The Pretext
Consumer Culture
The Perfectionist Critique
On the other hand we could assume that consumers areactually getting by large what it is that they want when theyenact the role of consumerist.
Is it possible that the consumer is purchasing intogoodness - where the good is the image, not good itself?
In other words an association with the good via theconsumption of product is an attempt to correctthe imperfection in the consumerist lifestyle.
The creation of wants and needs breeds inequality,imperfection and emptiness; this critique suggests theconsumerist can be cured of this ill via consumption and
that this need is manufactured by the corporation
Diet Pepsi
| new look, same great taste| 1991
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The Pretext
Consumer Culture
The Liberal Critique
From this point of view, it is not the preference for productor the effects of marketing which are dubious but the cycleof consumer behaviour.
As we work more we spend more. We spend more onleisure and we aspire to more positional consumption
A positional product, holds value as a commodity and anarrative. It positions the owner above or beyond thefellow consumer. This in turn can create a keeping upwith Jones's mentality feeding the cycle.
Mercedes Benz | 1923
Royal Doulton | 1871
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The Question
Why Culture Jamming?
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The Question
Why Culture Jamming?
A Definition
Jamming originally was CB radio term forinterfering with a conversation or a transmissionby making obscene remarks or juvenile noises
Media Hacking is another term which is oftenused which sits nicely alongside the notion of the
Activist as Hacker. However this suggests that the
Jammer is exclusively software dependent.
Anti-Graffiti | Graffiti Watch| July 2006
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The Question
Why Culture Jamming?
A Definition
"Culture jamming, by contrast, is directedagainst an ever more intrusive, instrumentaltechnoculture whose operant mode is themanufacture of consent through themanipulation of symbols."
- Mark Nery | Culture Jamming: Hacking,Slashing and Sniping in the Empire of Signs
Beauty Is Averageness | Adbusters
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The Evidence
Jams & Jammers
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The Evidence
Toyota
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The Evidence
Nike
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The Evidence
Google
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The Evidence
Coca Cola
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The Evidence
Coca Cola
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The Evidence
MacDonalds
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The Evidence
MacDonalds
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The Evidence
MacDonalds
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The Evidence
MacDonalds
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The Jammers
Adbusters
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The Jammers
Adbusters
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The Jammers
Adbusters
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The Jammers
Adbusters
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The Jammers
Adbusters
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The Jammers
Adbusters
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The Jams
Print Collateral Subversion
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Banksy | Paris Hilton | September 2006
In 2006 Paris Hiltonreleased her self titledalbum Paris. Well
known street artist,agitator and social
commentator Banksymade alternate sleevedesigns for the CDpackage andsurreptitiously replaced
100s of the originals inrecord stores all overLondon.
The Jams
Paris Hilton by Banksy
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Banksy | Paris Hilton | September 2006
The Jams
Paris Hilton by Banksy
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The Jams
Paris Hilton by Banksy
Banksy | Paris Hilton | September 2006
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The Jams
The Decapitator
The Decapitatoris a street artist/agitator/ pranksterwho decapitatesthe models and
subjects of flyposters, billboardsand bus stops inand aroundLondon
Razor Mobile phones |The London paper|London |
2007
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The Jams
The Decapitator
Chardon Champagne | Bus Stop | London | 2007
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The Jams
The Decapitator
Dimitri from Paris |Fly Poster|
London |2007
BT Telecom | Billboard | London | 2007
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The Jams
Are You Generic (.org)A simple and fun do-it-yourself jam -- justprint the PDF on labelsheets and stick 'emon all the commercialmagazines you loveto hate.
http://www.areyougeneric.org/confessions/
Confessions of a Generic magazine | areyougeneric.org | 2007
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The Jams
Are You Generic (.org)The confessions ofa generic magazine:
We loaded this issuewith more advertisingthan content. Thec o n t e n t w e d i dpublish was edited,c e n s o r e d a n dmanipulated to pleaseour advertisers or aslame filler betweenthe product pushingads. We got paid
quite handsomely toproduce this issueand are glad you willpay to read what wealready got paid top r i n t . A r e Y o uGeneric?
Confessions of a Generic magazine | areyougeneric.org | 2007
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The Jams
Are You Generic (.org)
Confessions of a Generic magazine | areyougeneric.org | 2007
2.5 Hours.3 Neighbourhood
Bookstores.
56 Magazines.
1 Message:
We miss content.
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The Jams
Together We Can Defeat Capitalism
Capitalism Stops At Nothing| TWCDC | San Francisco | 1998
In 1998 commuters riding the SanFrancisco Bay Area's Rapid TransitSystem (BART) were presentedwith a puzzling choice of train
destinations. In addition to finalstops such as Daly City, Fremont,and Richmond, every 10 minutesthe platform video monitors displaythe arrival of a train bound for"Capitalism" with the information"Stops at Nothing" beneath.
http://www.samasama.org/video/video.html
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The Jams
Together We Can Defeat Capitalism
Stock Market Crash Ahead |TWCDC |San Francisco |
2000
Similarly they co-opted an electronicstreet sign andreprogrammed itssequence to
comment on therecent dotcomcrash on WallStreet.
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Street CulturePaste Ups
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Street CulturePaste Ups
Jerm, 2010 London, 2008
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Street CulturePaste Ups
Paris, 2008Melbourne, 2010
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Melbourne, 2011Vancouver, 2009
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Berlin, 2007Italy, 2010
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Shepard Fairey,Amsterdam, 2009
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Case StudyThe iPod Jam
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Case StudyiPod Marketing
TBWA | Apple | Posters TV Spot | September, 2003
A little over a monthafter September 11and as the bombsstarted to fall in
Afghanistan, SteveJobs, Apple CEO,introduced the firstiPod.
21st October 2001
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Case StudyiPod Marketing
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TBWA | Apple |San Francisco |September, 2003
Case StudyiPod Marketing
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iPod Campaign 2003The Initial Disruption
Object as Interruption
The highly successful design for theiPod advertising campaign of 2003, bythe TWBA design firm, is now
considered to be emblematic of theMP3/iPod generation
The design signifies the firstexpression of the new cool in the
21st century.
In and of itself this campaign wassomewhat of a disruption, coming as
it did so close behind the Napsterdebate and the demonising of the
MP3
TBWA | Apple| Macworld magazine | September, 2003
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iPod Campaign 2003The Initial Disruption
Object as Interruption
Our Disruption was to celebrate music,
not what was wrong with it. And using thewhite iPod as the iconic symbol of thedigital music revolution....
The creative executions were silhouetteimages of many types of dancers, allholding an iPod in one hand and dancing
with complete freedom. Set against neonbright colors, the aesthetic stood out
among all types of media environments.
- Duncan Miller, TBWA iPod campaign Producer TBWA | Apple| TV Spot | September, 2003
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iRaqThe Evolution of An Idea
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iRaqThe Evolution of An Idea
Object as Interruption
The ubiquitous success of the iPod campaignand its connotations of revolution and newfound freedom for music lovers and the much
maligned MP3 also presented an opportunity toartists, pranksters and jammers alike
This was after all the first six months of the IraqWar when concepts such as liberation, freedom
and revolution were running thick and fast in themainstream media.
The irony that iPod somehow represents libertyand freedom while it significantly reducesones senses was not lost on many jammers
TBWA | Apple | San Francisco | 2007
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iRaqThe Evolution of An Idea
Object as Interruption
Many critiques, jams and interruptions wereperformed and deployed on and around theiPod campaigns of 2003 and 2004
Unknown | iRaq | 2004
Unknown | Bond & Bunny | 2004
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iRaqThe Evolution of An Idea
Object as Interruption
And so the inevitable political jamming ofthe consumer product advertisement.
Using an iconic image of an Abu Ghraibdetainee photographed by the US militaryand paraded on TV and in newspapers bythe worlds media, Copper Greenecreated one of the most disquieting
propaganda jams of recent times.
The name of the artist, Copper Greene istaken from the secret army division of the
US Military created by Donald Rumsfeld tocarry out covert interrogations. Copper Greene | iRaq | London | 2004
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iRaqThe Evolution of An Idea
Object as Parody
As a piece of ultra subversive parody theculture jammers have managed to use thepre-existing power of the ubiquitous design
and infuse it with a sharply observed politicalmessage
The new reconstituted image is layered withmeaning which goes well beyond the posters
original context:
The outstretched arms The awkward pose The electrical wires The pointed hood
Copper Greene | iRaq | Poster | 2003
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iRaqThe Historical Incident
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iRaqThe Historical Incident
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iRaqThe Historical Incident
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iRaqThe Iconic Pose
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iRaqThe Iconic Pose
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iRaqThe Iconic Pose
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iRaqThe Graphic Design
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iRaqThe Graphic Design
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iRaqThe Graphic Design
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iRaqThe Graphic Design
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Culture Jamming
The Onion News Network (ONN)
The Apple Wheel | The Onion | 2009 New Sony Product | The Onion | 2009
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ReferencesResearch Material
http://kozinets.net/archives/109/adversaries-of-consumption/
http://www.goodmagazine.com/section/Guide/Good_Guide_to_Culture_Jamming
http://www.culturejam.wordpress.com/
http://blogs.law.harvard.edu/mediaberkman/digital-disobedience-cyberactivism-and-culture-jamming/
www.lipmagazine.org/articles/featmoore_195.shtml
http://www.spannered.org/features/61/
http://mediacology.com/category/tactical-media/
http://www.core77.com/reactor/04.07_klausner.asp
http://www.abc.net.au/arts/sellars/page1.htm
http://www.abc.net.au/pm/stories/s69863.htm
http://www2.inow.com/~sam/cultjam2.html
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ReferencesMedia Sites
http://www.understandmedia.com/merchantsofculture.htm
http://arts.abc.net.au/headspace/rn/bbing/trouble/default.htm
http://www.mediathatmattersfest.org/4/?id=16
http://www.areyougeneric.org/
http://www.negativland.com/
http://www.centerforsocialmedia.org/
http://www.illegal-art.org/
http://www.sniggle.net/theory.php
http://www.graffitiresearchlab.com/
http://www.twcdc.com/
http://antiadvertisingagency.com/projects/light-criticism
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ReferencesJams
http://getafirstlife.com/
http://nosoproject.com/about/
http://www.areyougeneric.org/confessions/
http://www.youtube.com/watch?v=HxmgvN1iZkM&eurl=http://mediacology.com/category/tactical-media/
http://www.abrupt.org/CJ/CJ.html
http://consumerculturejam.blogspot.com/2007/08/hidden-truth-in-disney-by-benjamin.html
http://www.othercinema.com/filmography/sonout.html
http://www.illegal-art.org/audio/grey.html
http://www.albuscav.us/filmfest/2007/bonus.html
http://www.samasama.org/video/video.html
http://www.artistdirect.com/nad/store/artist/album/0,,1483969,00.html
http://popaganda.com/
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ReferencesCulture Blogs
http://www.disassembledformulas.com/?m=200709
http://mediacology.com/2007/06/21/a-poke-in-the-eye-of-the-beholder/
http://blog.artofthestate.co.uk/blog/_archives/2005/4
http://popesonropes.blogspot.com/2007/03/culture-jam-and-reason-bran.html
http://fusionanomaly.net/atomjack.html
http://www.fusionanomaly.net/culturejamming.html
http://www.spannered.org/miscellaneous/
http://when-good-robots-go-bad.com/?cat=4
http://weblogs.elearning.ubc.ca/ross/archives/2005_12.html
http://www.additiverich.com/knife/archives/2006_09.htm
http://thediscerningbrute.wordpress.com/2008/02/17/virtuous-hedonism-the-great-myth/