Culture jamming: a new, researchable consumer trend
Rachel LawesLawes Consulting
ABSTRACT
This paper introduces the idea that businesses ought to be concerned about a form of consumer protest known as culture jamming, and then sets out the problem of how to research a phenomenon that is not adequately explained using the cognitive psychological perspective common to most MR methods. A new, postmodern paradigm is recommended, and the use of related methods: semiotics, ethnography and discourse analysis. CJ is considered as a cultural phenomenon, and as a source of useful insight into consumer behaviour and the national mood. Three kinds...