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Search Results for: détournement

Détournement/Culture jamming

…ting artifacts drawn from popular media and injecting them with radical connotations. This technique is known as détournement. Popularized by Guy Debord and the Situationists, the term is borrowed from French and roughly translates to “overturning” or “derailment.” Détournement appropriates and alters an existing media artifact, one that the intended audience is already familiar with, in order to give it a new, subversive meaning. In many cases,…


Society of the spectacle

“In societies dominated by modern conditions of production, life is presented as an immense accumulation of spectacles,” Guy Debord’s Society of the Spectacle (1967) begins. “Everything that was directly lived has receded into a representation.” The political consequence of this separation from felt experience is key to understanding both how we experience the world and how we can change it. For example, consider how people who witness a catastr…


Yomango

…f ethical shoplifting had suddenly acquired public visibility. The Yomango brand is itself a reappropriation, or détournement, of the wildly popular Mango brand see TACTIC: Détournement/Culture jamming. By adding a pronominal prefix (yo, or “I” in Spanish) to the clothing company’s name, the modified brand takes on a different meaning entirely: I swipe. Yomango disrupts the primary goal of the original brand, turning it into a new direct-action p…