Culture jamming
The in culture jamming , which one can translate into French by “cultural diversion”, is the act to transform a Média of mass existing in order to denounce it, while using of the same method of communication used by these media. It is a form of public Activisme which is generally in opposition to the commercial Mercantilisme and with the vectors of the brand image. The goal of the cultural diversion is to create a contrast between the brand image and realities of the business firm. That is done symbolically with the diversion of the image of the company.
One bases oneself on the idea that the Publicité represents more than of the Propagande for the established interests, and than there is a lack of means available for an alternative expression in the industrialized States. The in culture jamming is a resistance movement with what is perceived like a hegemony of the popular culture, and is based on a “guerilla of the communications”.
The intention of the cultural diversion differs from that of the artistic appropriation (which is made with an aim of producing a work of art) and vandalism (where destruction or mutilation is the original intentions), although the results obtained are not always so distant.
Internal bonds