Roxi Nicolussi- Culture Jamming Quiz

Posted: November 15, 2013 in Uncategorized

Culture jamming is a movement used by anti-consumerists to encourage the change of our passiveness towards advertisements and consumerism. Many try to point out what is wrong with the ads we are accustomed to seeing. We have become so accustomed that we forget to criticize these advertisements. Sometimes we all need to see our culture from the outside. Seeing these advertisements alternatively can be just the ‘slap in the face’ that society needs to realize their overconsumption and materialistic view on the world. 

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I chose this ad to demonstrate culture jamming because it has many different messages to it. 

First of all, it isn’t a crazy assumption to think everyone is familiar with Apple’s advertisements for their products such as the iPod. Their commercials and ads consist of black figures dancing on colourful backgrounds. The only thing that stands out in the image is the white product that they are advertising. This ad is clearly imitating their signature ads in order to grab the audience’s attention. “Just another Apple ad.. wait.. this one’s different”.

Second, The idea of clones. Most Apple ads I have seen had different people as their black figures. This ad has the exact same girl multiple times. The difference is that she is attached to all the other ‘her’s by shackles on both her arm(s) and leg(s). This shows that all the consumers that fall into Apple’s trap become consumerist clones with no originality. The shackles are demonstrating how the consumers are ‘tied’ to the brand. It is abnormal and questionable when an individual does NOT own an iPod. It is as if other brands do not exist. The consumer becomes a slave to the brand because they feel as if they do not have another choice. It is interesting how the title states “Join the iTunes community”, as it shows clones that are enslaved by the brand. Not a community I want to join, that’s for sure. 

Finally, I find this ad ironic. It has an excellent message and it definitely makes its viewer think, encouraging change. However, in a very small font, one can find text advertising to visit the creator’s website. 

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Here is what can be found on the website:

“Digital Rights Management (DRM) technologies attempt to control what you can and can’t do with the media and hardware you’ve purchased.

  • Bought an ebook from Amazon but can’t read it on your ebook reader of choice? That’s DRM.
  • Bought a DVD or Blu-Ray but can’t copy the video onto your portable media player? That’s DRM.
  • Bought a video-game but can’t play it today because the manufacturer’s “authentication servers” are off-line? That’s DRM.
  • Bought a smart-phone but can’t use the applications or the service provider you want on it? That’s DRM.

Corporations claim that DRM is necessary to fight copyright infringement online and keep consumers safe from viruses. But there’s no evidence that DRM helps fight either of those. Instead DRM helps big business stifle innovation and competition by making it easy to quash “unauthorized” uses of media and technology.

DRM has proliferated thanks to the Digital Millennium Copyright Act of 1998 (DMCA) which sought to outlaw any attempt to bypass DRM.

Fans shouldn’t be treated like criminals and companies shouldn’t get an automatic veto over user choice and innovation. EFF has led the effort to free the iPhone and other smart phones is working to uncover and explain the restrictions around new hardware and software has foughtfor the right to make copies of DVDs and sued Sony-BMG for their “rootkit” CD copy protection scheme. Learn more about our efforts through the links below and consider donating to support our efforts.”

– Electronic Frontier Foundation. (https://www.eff.org/issues/drm)

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