Toolbox:

An interconnected web of the key strategies and tactics that have inspired people-powered victories & upended the status quo. Start anywhere and explore…

Principle

Know your cultural terrain

Know your cultural terrain

The first rule of guerrilla warfare is to know your terrain and use it to your advantage. This rule also holds true in the cultural jungle of words, images, memes, and pop songs.

Theory

Ethical spectacle

Ethical spectacle

Since politics is not just about facts and reason, but also desire and fantasy, activists need to engage in spectacle. By honouring our principles, our spectacles can be ethical, liberating, and reality-based.

Theory

Society of the spectacle

Society of the spectacle

Modern capitalism upholds social control through "the spectacle" — the use of mass communications to turn us into consumers and passive spectators of our own lives, history, and power.

Theory

Cultural hegemony

Cultural hegemony

Capital maintains hegemony not just through raw power (violence, laws, and property) but through culture, by shaping what feels like “common sense.” To create a new society, we must create a new common sense.

Tactic

Culture jamming

Culture jamming

A cultural intervention that alters a brand or meme to make a subversive political point.

Principle

No one wants to watch a drum circle

No one wants to watch a drum circle

Participating in a drum circle is amazing, transformative, and fun. Watching a drum circle, on the other hand, is torture. Don’t ask people to watch you have fun — get them involved!