Mainstreaming culture Jamming? Revisiting the socio-cultural impact of viral campaign

Chi kit Chan; Anna Wai yee Yuen

doi:10.1007/978-3-030-20500-3_10

Mainstreaming culture Jamming? Revisiting the socio-cultural impact of viral campaign

Chi kit Chan^*, Anna Wai yee Yuen

^*Corresponding author for this work

School of Continuing Education

Research output: Chapter in book/report/conference proceeding › Conference proceeding › peer-review

Abstract

This paper revisits the socio-cultural impact of culture jamming, a practice which stems from social movement to derail mainstream values and corporate branding. Culture jamming aims to convey messages of social resistance by adding satirical and alternative cultural meaning to the icons representing corporate brands and social mainstream values. However, in view of the rise of social media networks and viral campaigns, culture jamming could paradoxically be incorporated by authorities and corporations for their own promotional purposes. By conducting textual and content analysis of a viral campaign in Hong Kong—a fictitious icon promoting life-saving by the Fire Services Department of Hong Kong government, this paper discusses the conditions which facilitate such mainstreaming incorporation of culture jamming. The study hopes to foster scholarly dialogue on the versatility of culture jamming across the fields of social movement and business branding.

Original language	English
Title of host publication	Advances in Human Factors in Communication of Design
Subtitle of host publication	Proceedings of the AHFE 2019 International Conference on Human Factors in Communication of Design, July 24-28, 2019, Washington D.C., USA
Editors	Amic G. Ho
Publisher	Springer Cham
Pages	95-105
Number of pages	11
Edition	1st
ISBN (Electronic)	9783030205003
ISBN (Print)	9783030204990
DOIs	https://doi.org/10.1007/978-3-030-20500-3_10
Publication status	Published - 8 Jun 2019
Event	AHFE International Conference on Human Factors in Communication of Design 2019 - Washington D.C., United States Duration: 24 Jul 2019 → 28 Jul 2019 https://link.springer.com/book/10.1007/978-3-030-20500-3

Publication series

Name	Advances in Intelligent Systems and Computing
Volume	974
ISSN (Print)	2194-5357
ISSN (Electronic)	2194-5365

Conference

Conference	AHFE International Conference on Human Factors in Communication of Design 2019
Country/Territory	United States
City	Washington D.C.
Period	24/07/19 → 28/07/19
Internet address	https://link.springer.com/book/10.1007/978-3-030-20500-3

Scopus Subject Areas

Control and Systems Engineering
General Computer Science

User-Defined Keywords

Culture jamming
Hong Kong
Mainstreaming
Social media networks
Viral campaign

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

Access to Document

10.1007/978-3-030-20500-3_10

Cite this

Chan, C. K., & Yuen, A. W. Y. (2019). Mainstreaming culture Jamming? Revisiting the socio-cultural impact of viral campaign. In A. G. Ho (Ed.), Advances in Human Factors in Communication of Design: Proceedings of the AHFE 2019 International Conference on Human Factors in Communication of Design, July 24-28, 2019, Washington D.C., USA (1st ed., pp. 95-105). (Advances in Intelligent Systems and Computing; Vol. 974). Springer Cham. https://doi.org/10.1007/978-3-030-20500-3_10

Chan, Chi kit ; Yuen, Anna Wai yee. / Mainstreaming culture Jamming? Revisiting the socio-cultural impact of viral campaign. Advances in Human Factors in Communication of Design: Proceedings of the AHFE 2019 International Conference on Human Factors in Communication of Design, July 24-28, 2019, Washington D.C., USA. editor / Amic G. Ho. 1st. ed. Springer Cham, 2019. pp. 95-105 (Advances in Intelligent Systems and Computing).

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title = "Mainstreaming culture Jamming? Revisiting the socio-cultural impact of viral campaign",

abstract = "This paper revisits the socio-cultural impact of culture jamming, a practice which stems from social movement to derail mainstream values and corporate branding. Culture jamming aims to convey messages of social resistance by adding satirical and alternative cultural meaning to the icons representing corporate brands and social mainstream values. However, in view of the rise of social media networks and viral campaigns, culture jamming could paradoxically be incorporated by authorities and corporations for their own promotional purposes. By conducting textual and content analysis of a viral campaign in Hong Kong—a fictitious icon promoting life-saving by the Fire Services Department of Hong Kong government, this paper discusses the conditions which facilitate such mainstreaming incorporation of culture jamming. The study hopes to foster scholarly dialogue on the versatility of culture jamming across the fields of social movement and business branding.",

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Chan, CK & Yuen, AWY 2019, Mainstreaming culture Jamming? Revisiting the socio-cultural impact of viral campaign. in AG Ho (ed.), Advances in Human Factors in Communication of Design: Proceedings of the AHFE 2019 International Conference on Human Factors in Communication of Design, July 24-28, 2019, Washington D.C., USA. 1st edn, Advances in Intelligent Systems and Computing, vol. 974, Springer Cham, pp. 95-105, AHFE International Conference on Human Factors in Communication of Design 2019, Washington D.C., United States, 24/07/19. https://doi.org/10.1007/978-3-030-20500-3_10

Mainstreaming culture Jamming? Revisiting the socio-cultural impact of viral campaign. / Chan, Chi kit; Yuen, Anna Wai yee.
Advances in Human Factors in Communication of Design: Proceedings of the AHFE 2019 International Conference on Human Factors in Communication of Design, July 24-28, 2019, Washington D.C., USA. ed. / Amic G. Ho. 1st. ed. Springer Cham, 2019. p. 95-105 (Advances in Intelligent Systems and Computing; Vol. 974).

Research output: Chapter in book/report/conference proceeding › Conference proceeding › peer-review

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AB - This paper revisits the socio-cultural impact of culture jamming, a practice which stems from social movement to derail mainstream values and corporate branding. Culture jamming aims to convey messages of social resistance by adding satirical and alternative cultural meaning to the icons representing corporate brands and social mainstream values. However, in view of the rise of social media networks and viral campaigns, culture jamming could paradoxically be incorporated by authorities and corporations for their own promotional purposes. By conducting textual and content analysis of a viral campaign in Hong Kong—a fictitious icon promoting life-saving by the Fire Services Department of Hong Kong government, this paper discusses the conditions which facilitate such mainstreaming incorporation of culture jamming. The study hopes to foster scholarly dialogue on the versatility of culture jamming across the fields of social movement and business branding.

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Chan CK, Yuen AWY. Mainstreaming culture Jamming? Revisiting the socio-cultural impact of viral campaign. In Ho AG, editor, Advances in Human Factors in Communication of Design: Proceedings of the AHFE 2019 International Conference on Human Factors in Communication of Design, July 24-28, 2019, Washington D.C., USA. 1st ed. Springer Cham. 2019. p. 95-105. (Advances in Intelligent Systems and Computing). doi: 10.1007/978-3-030-20500-3_10

Mainstreaming culture Jamming? Revisiting the socio-cultural impact of viral campaign

Abstract

Publication series

Conference

Scopus Subject Areas

User-Defined Keywords

UN SDGs

Access to Document

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Cite this