Abstract
This paper revisits the socio-cultural impact of culture jamming, a practice which stems from social movement to derail mainstream values and corporate branding. Culture jamming aims to convey messages of social resistance by adding satirical and alternative cultural meaning to the icons representing corporate brands and social mainstream values. However, in view of the rise of social media networks and viral campaigns, culture jamming could paradoxically be incorporated by authorities and corporations for their own promotional purposes. By conducting textual and content analysis of a viral campaign in Hong Kong—a fictitious icon promoting life-saving by the Fire Services Department of Hong Kong government, this paper discusses the conditions which facilitate such mainstreaming incorporation of culture jamming. The study hopes to foster scholarly dialogue on the versatility of culture jamming across the fields of social movement and business branding.
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Notes
- 1.
Please refer to the links in Youtube for related videos: https://www.youtube.com/watch?v=P9mWj-QMc10 (the video launched by the Facebook account of FSD on 4 Nov 2018, and https://www.youtube.com/watch?v=vKfVmNCpuZM (the video launched by the Facebook account of FSD on 8 Nov 2018).
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Chan, Ck., Yuen, A.Wy. (2020). Mainstreaming Culture Jamming? Revisiting the Socio-Cultural Impact of Viral Campaign. In: Ho, A. (eds) Advances in Human Factors in Communication of Design. AHFE 2019. Advances in Intelligent Systems and Computing, vol 974. Springer, Cham. https://doi.org/10.1007/978-3-030-20500-3_10
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