In
a world where public space is being rapidly colonised by corporations
for yet another advertisement, it is inevitable that those who enjoy
that space demand that some space be left unsponsored, and begin
to seize it back.
Culture
jamming has provided the tools for the public to vent its frustration
over this colonisation. It demands that consumers need not be subjected
to an unending stream of marketing messages - and that they be given
the right to talk back. Kalle Lasn, editor of Adbusters magazines,
uses the precise metaphor of jujitsu to explain the mechanics of
a jam. "In one simple deft move you slap the giant on its back.
We use the momentum of the enemy."
And
so a 'Joe Camel' billboard is jammed to read 'Joe Chemo'. A 'TV
Mobile' sign becomes just 'TV Bile'. An 'Absolut Vodka' ad becomes
'Absolut Nonsense'. With a slight of hand, culture jammers take
the mickey out of aggressively marketed corporations.
But
culture jamming isn't simply about against-the-system pranksterism,
or ragtag vandalism. It's about having a social conscience about
the messages that we see around us everyday, and rather passively
accept them, be willing to do something about it.
Words
by Jared Tham. Graphic by Julian Lim. Published in The Package,
9th July 2001.
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