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2020 | OriginalPaper | Chapter

Mainstreaming Culture Jamming? Revisiting the Socio-Cultural Impact of Viral Campaign

Authors : Chi-kit Chan, Anna Wai-yee Yuen

Published in: Advances in Human Factors in Communication of Design

Publisher: Springer International Publishing

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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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Footnotes
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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Metadata
Title
Mainstreaming Culture Jamming? Revisiting the Socio-Cultural Impact of Viral Campaign
Authors
Chi-kit Chan
Anna Wai-yee Yuen
Copyright Year
2020
DOI
https://doi.org/10.1007/978-3-030-20500-3_10

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