Culture jamming is an interesting phenomenon. It's a way to challenge how the public views the world as it is, a way to challenge the status quo. By definition, it is "a tactic used by many anti-consumerist social movement to disrupt or subvert media culture and its mainstream cultural institutions, including corporate advertising." I am inclined to believe that this definition could be easily broadened to include hoaxes that are intended to challenge cultural norms and trends. The term is somewhat derived from the term "radio jamming," which is when radio frequencies get taken over or scrambled by a third party between the broadcaster and the recipient. The difference is that culture jamming is typically a way to share a message, usually counter to the original message in a way that the consumer might not be able to tell the difference. It most often works through the same mediums as the messages they are trying to challenge, though often in a way that doesn't get noticed at first.
An organized example of this is the Billboard Liberation Front. While some of their "improvements" to signs are small enough that they might not get noticed at first, they significantly change the message that a sign is trying to convey. An interesting example I noticed on their front page was a neon sign advertising Camel cigarettes having certain sections blacked out and a modified portion to make it read "Am I Dead Yet?" Being organized online, and with their members largely secret, they work in a guerrilla fashion to improve the advertisements of their "clients" in such a way that they "unlock" messages that would have otherwise been "hidden" in the advertisements. To look at it a bit more objectively, they seem to have a strange sort of tongue-in-cheek humor in their approach to changing advertisements, with a manifesto that tells of the Advertisement as a ubiquitous idea permeating our consciousness to a subliminal level, and affecting out views of the world and ourselves... okay, that's actually the case, but they say it in an almost awe-inspired way. The last part of the manifesto states: "Each time you change the Advertising message in your own mind, whether
you climb up onto the board and physically change the original copy and
graphics or not, each time you improve the message, you enter in to the
High Priesthood of Advertisers." They don't necessarily say that one has to physically change the sign- just that it is best to view it in such a way that you are capable of seeing through the veil, and not being suckered in by what they are trying to say, and to not view it with the eyes of a "consumer," but as an independent mind capable of using it to share their thoughts, or spread a message that is typically counter to the initial Advertisement.
Media hoaxes are also an example of culture jamming, though they may often focus on how people act and work to try and change how people are approaching their lives and interpersonal reactions, as compared to focusing on the media outlets and corporations. A legacy example of this type of culture jamming is a man by the name of Alan Abel. In 1958, he started with a campaign called "The Society for Indecency to Naked Animals," or S.I.N.A. for short. He successfully managed to keep the hoax going for 5 years before Time magazine blew the whistle on the campaign, which was run on about $20 a week, with a fake office that was a broom closet with a plaque on the door. The hoax itself was a commentary on censorship, poking fun at the type of people who would ban and burn books and records for "moral" reasons. The campaign was run very successfully with a small group and most of its public appearances being enabled by the news media, which had various "members" of the group come on to talk about the campaign, as well as interviews with the "president," G. Clifford Prout (really a comedian friend of Abel's named Buck Henry) on major news outlets. The hoax captured the public in a way that is hard to describe- people actually joined newsletters and sent in donations (One woman from Santa Barbara, CA actually sent in a check for $40,000!) to support the "cause." The money that people sent in was returned, but anyone who didn't see the initial outing of the hoax was continuously duped for a few more years through the newsletter. It was a very elaborate prank at times, too: there was apparently a song for the group, that was performed a capella on a show, as well as a coat of arms. While it doesn't seem that the public reaction to the reveal of the hoax was ever really recorded, I would hope that those who learned about it after supporting it had a moment where they really thought about what it was they had been trying to support, instead of simply becoming angry. But then again, the type of people who would send in money for such a cause probably aren't open-minded enough to have a reaction besides anger. Abel has continued to pull various media pranks over the last 50 years or so, with the goal of giving people a swift "kick in the intellect." His work has probably had mixed results over the years, but there is one thing that is certain: the man is dedicated, and very good at this particular form of social commentary.
So, whether it be by hijacking the advertisements of the corporations, or trying to make people think at least a little bit harder about the way that society treats certain actions, or about how information is being presented to them, there are people out there who are working to subvert the monopoly on the public mind that various powers-that-be have on the populace. And I am inclined to say: best of luck. People need all the help they can get on that front.
Extra Links:
http://www.adbusters.org/
Hoax saying the Alberta tar sands would be a setting for Mordor in "The Hobbit"
http://depts.washington.edu/ccce/polcommcampaigns/CultureJamming.htm Excellent article, with even more links
Recounting of an interesting request for customized Nikes
An interview with Alan Abel
http://theyesmen.org/ A particularly famous Culture Jamming group
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