Culture jamming: a new, researchable consumer trend

Rachel Lawes
Lawes 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 of consumer protest are identified, and corresponding solutions recommended.

INTRODUCTION & BACKGROUND

“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.”