Culture jamming: a new, researchable consumer trend

Rachel Lawes
Lawes Consulting


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 of consumer protest are identified, and corresponding solutions recommended.


“By the way, if anyone here is in advertising or marketing, kill yourself. No, this is not a joke: kill yourself ... I know what all the marketing people are thinking now too: 'Oh, you know what Bill's doing, he's going for that anti-marketing dollar. That's a good market, he's very smart.' Oh man, I am not doing that, you fucking evil scumbags.”