Genre is changing with time and as discussed in class, it has become pliable and often overlaps each other. Within genres of alternative media, such as Culture Jamming, Alternative Computing, Participatory Journalism and Media Mobilization, we see how different types of users are able to inform or express their messages through an assortment of media platforms. Genre, defined by the Merriam-Webster dictionary, is “a category of artistic, musical, or literary composition characterized by a particular style, form, or content”. With this in thought, we see how genre has been evolving and expanding itself, especially in the past quarter century with the emergence of the internet/ digital media. As we are in the midst of this cultural shift in how people consume information, corporations are collecting data, tracking and analyzing how people spend their time on the internet in order to sell advertising space on their platforms. Within alternative media, one of Culture Jamming purposes is going against mainstream corporate advertising by re-purposing ads to create a satirical piece. Especially within social media, we see are currently seeing a change in how we are being bombarded with advertising. For instance, with the boom of social media and the high number of users it has, Tumblr, Instagram, Twitter, and Facebook have recently implemented advertising in order to increase their revenues, while consumers have to accept this if they want to keep using their service. While both Twitter and Facebook do not have parent companies, Tumblr and Instagram were both bought up by larger media conglomerates such as Facebook and Yahoo! With the high amount of advertisement we see each day, Culture Jamming is trying to lift the veil to show the ugly truths on the products that companies are trying to sell to us. By changing the positive image that ads project towards us, Culture Jamming tries to illustrate the truth about the products and cause the consumers to better question what these companies really stand for.
Culture Jamming and Advertising