A quickie on getting one’s message out
After seeing a comic on a friend’s blog I was encouraged to read more! I got out the Situationist International Anthology and quickly thumbed to the section on detournement to get some tips as to how to subvert common cultural experiences in order to spread a political message. While I was reading I came to the realisation that Adbusting (as well as other culture jamming techniques) is a form of detournement. Critical Mass uses detournement in its flyers where it replaces a monster truck driving over cars with a BMX bike complete with helmeted rider.
Detournement based on a reversal of roles, according to Guy Debord, is the simplest yet least effective form of detournement and so the challenge for me is to incorporate the techniques of detournement in to local campaign and community related material without relying on a hackneyed “white people drive like this, black people drive like this” gag. How do I co-opt cultural messages and subvert their meaning without ending up looking like a bad comedian?
The problem with the Adbusters, culture jamming style of thing is that it effectively becomes just another brand, by attempting to compete with other brands on their own level. I’d advise you to have a read of The Rebel Sell. It’s a book that’s far from being without faults, but it does offer some counter-points to the type of culture jamming stuff you’re talking about.
Thanks, will have to check it out once I’m done with what I’m currently reading.