Beim Wiederaufblättern von Naomi Kleins Besteller "No Logo. Der Kampf der Global Players um Marktmacht. Ein Spiel mit vielen Verlierern und wenigen Gewinnern. o. O. (München) 2001." sind wir auf das Kapitel über "Culture Jamming" (S. 289-319) gestoßen.
Darin wird auch sehr genau die Verknüpfung zum Gedankengut der Kommunikationsguerilla hergestellt, ohne den Begriff explizit zu gebrauchen. Sogar richtig brauchbar, lässt sich sagen. Im Anschluss daran findet sich auch noch ein Kapitel zu "Reclaim the Streets" (321-333)
Eine englische Kurzversion findet sich hier
Auszüge:
Question: How is it possible to go about fighting the branded colonization of public space in an era where the brand has usurped all previous modes of political expression and emptied them of meaning?
Answers: ”At its best, culture jamming homes in on the flip side of those branded emotions, and refocuses them, so that they aren’t replaced with a craving for the next fashion or pop sensation but turn, slowly, on the process of branding itself.” – pg. 288
”[Cultural jamming is] designed to mesh with [its] targets, borrowing visual legitimacy from advertising itself” (E 285).
“When corporations try to take over the values of culture jamming for branding purposes, they run the risk of an intensified backlash. Culture jamming is more resistant to the advertising industry than other modes of political action.”
P: There has been a general shift of focus ”…from focusing on the content of advertising to a preoccupation with the form itself…”.
P: The focus of the political struggles of today have shifted from content critique and individual campaigns to a questioning of the entire mechanism of corporate power and global capitalism.
P: “… Free speech is meaningless if the commercial cacophony has risen to the point that no one can hear you”.
C: “Adbusting is not an end in itself. It is simply a tool – one among many – that is being used, loaned and borrowed in a much broader political movement against the branded life.
Examples: Naomi Klein packs her text with examples. From “skulling” GAP billboards in Toronto to cut-up remakes of women’s magazines, the only thing really missing is an example where culture jamming has been successful in actually changing anything.
Eine wichtige Quelle von Naomi Klein findet sich im Artikel "Culture Jamming. Ads under Attack" in Brandweek (10.7.2000)
Darin wird auch sehr genau die Verknüpfung zum Gedankengut der Kommunikationsguerilla hergestellt, ohne den Begriff explizit zu gebrauchen. Sogar richtig brauchbar, lässt sich sagen. Im Anschluss daran findet sich auch noch ein Kapitel zu "Reclaim the Streets" (321-333)
Eine englische Kurzversion findet sich hier
Auszüge:
Question: How is it possible to go about fighting the branded colonization of public space in an era where the brand has usurped all previous modes of political expression and emptied them of meaning?
Answers: ”At its best, culture jamming homes in on the flip side of those branded emotions, and refocuses them, so that they aren’t replaced with a craving for the next fashion or pop sensation but turn, slowly, on the process of branding itself.” – pg. 288
”[Cultural jamming is] designed to mesh with [its] targets, borrowing visual legitimacy from advertising itself” (E 285).
“When corporations try to take over the values of culture jamming for branding purposes, they run the risk of an intensified backlash. Culture jamming is more resistant to the advertising industry than other modes of political action.”
P: There has been a general shift of focus ”…from focusing on the content of advertising to a preoccupation with the form itself…”.
P: The focus of the political struggles of today have shifted from content critique and individual campaigns to a questioning of the entire mechanism of corporate power and global capitalism.
P: “… Free speech is meaningless if the commercial cacophony has risen to the point that no one can hear you”.
C: “Adbusting is not an end in itself. It is simply a tool – one among many – that is being used, loaned and borrowed in a much broader political movement against the branded life.
Examples: Naomi Klein packs her text with examples. From “skulling” GAP billboards in Toronto to cut-up remakes of women’s magazines, the only thing really missing is an example where culture jamming has been successful in actually changing anything.
Eine wichtige Quelle von Naomi Klein findet sich im Artikel "Culture Jamming. Ads under Attack" in Brandweek (10.7.2000)
kg2u - am Donnerstag, 11. November 2004, 16:13 - Rubrik: Culture Jamming
