Culture jamming, as defined in the reading, is a movement that “seeks to undermine the marketing rhetoric of multinational corporations, specifically through such practices as media hoaxing, corporate sabotage, billboard liberation, and trademark infringement” (p. 190). It is a concept that may be new to some peoples attention, but has been around for quite a while. Some of these “pranks” and “hoaxes” can be harmless and funny but the main objective that these protesters are trying to get across is to send a message and give consumers a totally different perspective on a company or product that we had not given much thought to in the past. A majority of these messages are eye-opening statements about the way companies are producing or distributing a product or concept.
In the reading by Christine Harold titled “Pranking Rhetoric: “Culture Jamming” as Media Activism”, she mentions many different forms of culture jamming that have been created, including the ‘Cathouse for Dogs’ prank by Skagg’s and the Barbie and G.I. Joe voice box switch by the BLO. Both examples showed the high levels of attention that each prank received, although the first had a much more negative reaction than the second. While the general public was not very upset about the voice box switch in their Barbies and G.I. Joes, the ASPCA, NYPD, and Bureau of Animal Affairs were all called in for the “Cathouse for Dogs” prank. For the most part, the main goal for these pranksters is to call attention to their hoaxes and send a message to the public. While these two culture jams do not seem to be attacking any company or corporation specifically, there are many culture jams that do just that.
McDonalds has had to deal with a large number of culture jams attacking the way it prepares its food and the ingredients used to make it. McDonalds has never been a company that has been known for its ‘healthy’ options, and these culture jams show the lengths that some activists will go in order to send a message to the public. In one “advertisement”, the pranksters show a simple box of chicken mcnuggets, but the description is a rather sarcastic take on this food item. They advertise this food with the words “20 Piece Spongy McCarcasses for 4.99”. Another advertisement shows the famous McDonalds arch, over a burger with the caption “McDeath”. Finally, a third advertisement is the McDonalds “M” turned upside down to look like a “W” with the slogan “Weight, I’m gainin’ it”. This is obviously a play-on-words to McDonalds slogan of “I’m lovin’ it”.
Culture jamming is a form of protest that is all around us. We see it every day on billboards and signs as a way for protesters and pranksters to get the public to notice an issue that they find important. They are creative, dramatic, and sometimes graphic ways to call attention to a public issue.
Works Cited:
Harold, Christine. “Pranking Rhetoric: “Culture Jamming” as Media Activism.” Critical Studies of Media in Communication21.3 (2004): 189-211. Print.
James Taber Herring says
Good post. It’s interesting how even though these attempts at “jamming” a particular advertising method, whether it’s an image or slogan, perpetuate that method even further. McDonald’s is a somewhat unique case because of how ubiquitous their presence is. I’d argue that, at a certain point, companies or products reach immunity from culture jamming. If anything, people might scan the phony ad on the left and think, “I could go for some McNuggets.” The iconography of the McDonald’s logo also plays into the companies resistance to criticism. The movie ‘Super Size Me’ might have catalyzed the removal of that sizing option, but I can’t imagine it made much of a dent on McD’s profits. I feel like people are quicker to laugh than they are to act.