Culture jamming: a new, researchable consumer trend

Rachel Lawes

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.

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...

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