Creative Detournement is an approach to transform and alter art by distorting them in a creative manner where an underlying message is conveyed.
Culture Jamming disrupts media culture by protesting consumer culture with the subversion of consumer media as a form of activism.
These two ideas differ in the sense that Detournement reuses art to disrupt mainstream media to make a statement to the public. On the other hand, Culture Jamming is specific to a consumer culture where the goal is to expose cooperation with the use of company media such as logos, and advertisements.
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- Culture Jamming at work exposing Shell, a global oil company that is responsible for oils spill that caused environmental distress, including the deaths of many of the animals that inhabited the ocean. We can see that the use of the shell logo was altered with a bird drenched in oil.
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- This image is a take on Subway’s “eat fresh” slogan where a caveman who would have normally had a paleolithic diet, is now eating a “fresh” footlong made of processed ingredients. This is a detournement that expresses a subversive message using other forms of art.
My Ideas:
- Revolving the ongoing protests behind Mahsa Amini’s death in Iran, I can see myself working with photography of women before the revolution and altering them to expose the oppression of women in Iran currently.
- Using a photo from the industrial revolution and harsh working conditions before major laws reformed the regulations for safe working conditions. This is an important part of history that changed the work environment for Americans. However, American Companies don’t implement these same regulations for the very people who mass-produce apparel in harsh conditions of sweatshops around the world for Americans. I would find a way to incorporate fast-fashion brands such as Shien, H&M, Forever 21, etc into that image.
- Take Amazon’s slogan “subscribe and save” and refigure it to say “subscribe and spend”.
References:
Détournement. Oxford Reference. (n.d.). Retrieved November 15, 2022, from https://www.oxfordreference.com/view/10.1093/oi/authority.20110803095713704
Madrigal, A. C. (2012, May 15). The new culture jamming: How activists will respond to online advertising. The Atlantic. Retrieved November 15, 2022, from https://www.theatlantic.com/technology/archive/2012/05/the-new-culture-jamming-how-activists-will-respond-to-online-advertising/257176/
YouTube. (2017). YouTube. Retrieved November 15, 2022, from https://www.youtube.com/watch?v=krWhYQyxV94
I like all your ideas and enjoyed your pick of the subways picture.
Solid post. You can do all three culture jams if you want. Of course, the Iran idea is the most timely.