Paul Rand “Good Design Is Good Will” 1987 from  Graphic Design Theory: Readings From the Field page 64-69 and Steven Heller “Underground Mainstream” in Design Observer 2008.

  • In your opinion, is there a difference between “underground” and “mainstream” today? Why?
  • Heller identifies a few underground movements, like 1960s psychedelia, that turned mainstream; which ones does he identify? And can you think of any others?
  • Provide a visual example (with citation) of culture jamming today. Describe why it would be considered culture jamming.

I believe that there is a clear difference between the underground and mainstream today. The underground are the movements or subcultures that are not as known or accepted by the popular masses. On the other hand, mainstream is basically the popular culture that has been accepted by the public. However, as we look back in time we have seen many underground cultures have also become mainstream overtime.

In the article “Underground Mainstream ” Steven Heller identifies 1960s psychedelia as a movement that pushed underground culture and it turned mainstream.he also identifies street art as an underground movement that also turned mainstream today. In addition,another example of a movement that turned mainstream is hip hop. Hip Hop originated in the Bronx, NY from African American and Latino communities in the 1970s. This genre has been mainstream and has remained relevant throughout the years. 

A visual example for culture jamming today is the street work or graffiti of the artist Banksy. His work often refers to political and social issues. One of his works that I believe is a good representation of cultural jamming is the “Girl with the balloon”. 

In this piece of art we see a young girl reaching out for a heart shaped balloon representing peace, hope and love, However, we can see the balloon being carried away by the wind. In my opinion this would represent the nature of these emotions in our society. His art would be considered culture jamming because it challenges the social norms and values as well as disrupting the traditional forms of advertisement.  

Sources used:

https://en.wikipedia.org/wiki/Hip_hop_music

Girl with balloon