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Re-framing the scene:
appropriating familiarity for
cultural change
presentation by
Gillian King
Sustainable Jill
to
Stude...
1. Introduction
2. Culture & Communication
3. Advertising & Marketing
4. Parody & Culture Jamming for Change
5. Let’s Have...
1 Introduction1 Introduction
About me
• Sustainability facilitator bringing together
people, information & ideas
• 20 years Aust Gov’t policy, manageme...
Adbusters, ‘Earth exhausted’, Battle for the Soul of Economics, Meme wars on
campus, http://kickitover.org/
2 Culture & Communication2 Culture & Communication
Culture & CommunicationCulture & Communication
• Culture is communication
• Meaning requires emotion
3 Effecting Change via
Advertising & Marketing
3 Effecting Change via
Advertising & Marketing
Effecting Change
• Psychology
• Advertising and marketing
• Campaigning
Effecting ChangeEffecting Change
Why advertisers & marketers?Why advertisers & marketers?
Advertising, Psychology & Systems ThinkingAdvertising, Psychology & Systems Thinking
Adbusters, 2011. ‘Name These Plants/Brands’, EnvironMENTAL, 28 February
2011, https://www.adbusters.org/content/name-these...
Advertising, Psychology & Systems ThinkingAdvertising, Psychology & Systems Thinking
4 Parody & Culture
Jamming for Change
4 Parody & Culture
Jamming for Change
‘Selling’ change – why?‘Selling’ change – why?
• ‘Reframing is social change.’
(George Lakoff. 2004. Don’t Think of an Ele...
• Draws attention to and at the same time
subverts
• Tactics include:
– Fake advertisements (‘subvertisements’)
– Hoax new...
Simply #Divest, Global Divestment Day - Adelaide, 13 Feb 2015
http://swf.tubechop.com/tubechop.swf?vurl=zwhvoBfOmM4&start=...
• Fair use
• Level playing field
Culture jamming – legal issuesCulture jamming – legal issues
• Adbusters
• Yes Men
• Greenpeace
Culture jamming ‘mainstreamed’Culture jamming ‘mainstreamed’
Adbusters, ‘What was that bump?’, EnvironMENTAL,
https://www.adbusters.org/spoofads/environmental
Mannseichner, B. 2011. ‘Organized Crime’. EnvironMENTAL, Adbusters, 11 February 2011,
https://www.adbusters.org/content/or...
Adbusters, 2011. ‘Corporate America Flag’, 11 February 2011,
https://www.adbusters.org/content/corporate-america-flag
Abrupt, 2003. ‘Catastrophic climate change?’, 9 February 2003,
http://www.abrupt.org/abruptlog/catastrophic-climate-change...
Adbusters, 2011. ‘Automotive Big Three. You wouldn't buy our shitty cars, so we'll
be taking your bailout money anyways’, ...
The kick is in the detail
Abrupt, 1996. ‘Damage’, http://www.abrupt.org/abruptlog/tag/culture-jamming/
‘Britain’s oil hunters’, The History Channel, http://www.history.co.uk/shows/britains-
oil-hunters/articles/evolution-of-bp
Image: Eddie Adams/AP, sourced from http://cs.brown.edu/courses/cs024/imagesHistoric.htmls
Images:
LHS: Eddie Adams/AP, sourced from http://cs.brown.edu/courses/cs024/imagesHistoric.htmls;
RHS: http://www.free2png...
Spielbauer, R. ‘BP’, Flickr gallery,
https://www.flickr.com/photos/50618061@N08/galleries/72157624142503886/
Some parodies...
Adbusters, 2011. ‘BP-Vietnam Spoof’, 11 February 2011,
https://www.adbusters.org/content/bp-vietnam-spoof
The Message by Tick Yes, 2012. A brief history of culture jamming, 8 Feb 2012,
http://blog.tickyes.com/a-brief-history-of-...
Greenpeace International, 2004. ‘Greenpeace wins against oil giant’, 5 February 2004,
http://www.greenpeace.org/internatio...
http://gapingvoid.com/wp-content/uploads/2011/12/culture-jamming-004.jpg
Beyonce Single Ladies – Climate Change ETS spoof,
2012
http://swf.tubechop.com/tubechop.swf?vurl=qyC92W_NOCk&start=0&end=4...
Climate Change? - Dankeschön parody, 2013
http://swf.tubechop.com/tubechop.swf?vurl=lqCSkPyZYN0&start=0&end=63&cid=5862377...
https://plus.google.com/photos/118351695054537023037/albums/576890345724910694
5/5768903460271724162?pid=57689034602717241...
Adbusters, 2011. ‘Green is the New Black. Greenwashing is the new black’.
EnvironMENTAL, 28 February 2011, https://www.adb...
The Daily Blog Reposts, 2014. ‘Which pollution do you want?’ 31 March 2014,
http://thedailyblog.co.nz/2014/03/31/which-pol...
DiscussionDiscussion
Summary (1)Summary (1)
• Culture is about communication.
• Language, stories and images that resonate
with us emotionally ...
• Marketing
→ change attitudes & behaviour
⇒ useful
• Appropriating the familiar is influential.
• Parody & culture jammin...
A Simple Love Poem #showthelove, February 2015
http://swf.tubechop.com/tubechop.swf?vurl=psxr2m3puzg&start=0&end=110&cid=5...
"Never doubt that a small group of
thoughtful, committed citizens can
change the world; indeed, it's the
only thing that e...
Re framing the scene: appropriating familiarity for cultural change - Students of Sustainability 20150712 final
Re framing the scene: appropriating familiarity for cultural change - Students of Sustainability 20150712 final
Re framing the scene: appropriating familiarity for cultural change - Students of Sustainability 20150712 final
Re framing the scene: appropriating familiarity for cultural change - Students of Sustainability 20150712 final
Re framing the scene: appropriating familiarity for cultural change - Students of Sustainability 20150712 final
Re framing the scene: appropriating familiarity for cultural change - Students of Sustainability 20150712 final
Re framing the scene: appropriating familiarity for cultural change - Students of Sustainability 20150712 final
Re framing the scene: appropriating familiarity for cultural change - Students of Sustainability 20150712 final
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Re framing the scene: appropriating familiarity for cultural change - Students of Sustainability 20150712 final

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Presentation & notes for workshop at Students of Sustainability, Flinders University, Australia, 12 July 2015.

Speaking notes are available at http://sustainablejill.com/publications/.

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Re framing the scene: appropriating familiarity for cultural change - Students of Sustainability 20150712 final

  1. 1. Re-framing the scene: appropriating familiarity for cultural change presentation by Gillian King Sustainable Jill to Students of Sustainability Flinders University 12 July 2015
  2. 2. 1. Introduction 2. Culture & Communication 3. Advertising & Marketing 4. Parody & Culture Jamming for Change 5. Let’s Have A Go! ProgramProgram
  3. 3. 1 Introduction1 Introduction
  4. 4. About me • Sustainability facilitator bringing together people, information & ideas • 20 years Aust Gov’t policy, management – environment (particularly climate change), industry & ageing • Long-term interest in climate change & urban planning – scientist, policy-maker, community member, activist – interested in systemic change, game-changers, communication ⇒ cultural change!
  5. 5. Adbusters, ‘Earth exhausted’, Battle for the Soul of Economics, Meme wars on campus, http://kickitover.org/
  6. 6. 2 Culture & Communication2 Culture & Communication
  7. 7. Culture & CommunicationCulture & Communication • Culture is communication • Meaning requires emotion
  8. 8. 3 Effecting Change via Advertising & Marketing 3 Effecting Change via Advertising & Marketing
  9. 9. Effecting Change • Psychology • Advertising and marketing • Campaigning Effecting ChangeEffecting Change
  10. 10. Why advertisers & marketers?Why advertisers & marketers?
  11. 11. Advertising, Psychology & Systems ThinkingAdvertising, Psychology & Systems Thinking
  12. 12. Adbusters, 2011. ‘Name These Plants/Brands’, EnvironMENTAL, 28 February 2011, https://www.adbusters.org/content/name-these-plantsbrands
  13. 13. Advertising, Psychology & Systems ThinkingAdvertising, Psychology & Systems Thinking
  14. 14. 4 Parody & Culture Jamming for Change 4 Parody & Culture Jamming for Change
  15. 15. ‘Selling’ change – why?‘Selling’ change – why? • ‘Reframing is social change.’ (George Lakoff. 2004. Don’t Think of an Elephant, Scribe Publications: Melbourne)
  16. 16. • Draws attention to and at the same time subverts • Tactics include: – Fake advertisements (‘subvertisements’) – Hoax news stories – Pastiches of company logos and labels – Computer hacking – Parody Culture jammingCulture jamming
  17. 17. Simply #Divest, Global Divestment Day - Adelaide, 13 Feb 2015 http://swf.tubechop.com/tubechop.swf?vurl=zwhvoBfOmM4&start=199&end=240&cid=5846396; http://www.tubechop.com/watch/5846396 Source: Sutton, T-J, 2015. Simply #Divest - Global Divestment Day - Adelaide, 13 Feb 2015, https://youtu.be/zwhvoBfOmM4
  18. 18. • Fair use • Level playing field Culture jamming – legal issuesCulture jamming – legal issues
  19. 19. • Adbusters • Yes Men • Greenpeace Culture jamming ‘mainstreamed’Culture jamming ‘mainstreamed’
  20. 20. Adbusters, ‘What was that bump?’, EnvironMENTAL, https://www.adbusters.org/spoofads/environmental
  21. 21. Mannseichner, B. 2011. ‘Organized Crime’. EnvironMENTAL, Adbusters, 11 February 2011, https://www.adbusters.org/content/organized-crime
  22. 22. Adbusters, 2011. ‘Corporate America Flag’, 11 February 2011, https://www.adbusters.org/content/corporate-america-flag
  23. 23. Abrupt, 2003. ‘Catastrophic climate change?’, 9 February 2003, http://www.abrupt.org/abruptlog/catastrophic-climate-change-2/
  24. 24. Adbusters, 2011. ‘Automotive Big Three. You wouldn't buy our shitty cars, so we'll be taking your bailout money anyways’, EnvironMENTAL, 28 February 2011, https://www.adbusters.org/content/automotive-big-three
  25. 25. The kick is in the detail
  26. 26. Abrupt, 1996. ‘Damage’, http://www.abrupt.org/abruptlog/tag/culture-jamming/
  27. 27. ‘Britain’s oil hunters’, The History Channel, http://www.history.co.uk/shows/britains- oil-hunters/articles/evolution-of-bp
  28. 28. Image: Eddie Adams/AP, sourced from http://cs.brown.edu/courses/cs024/imagesHistoric.htmls
  29. 29. Images: LHS: Eddie Adams/AP, sourced from http://cs.brown.edu/courses/cs024/imagesHistoric.htmls; RHS: http://www.free2png.com/bp-logo-2816/
  30. 30. Spielbauer, R. ‘BP’, Flickr gallery, https://www.flickr.com/photos/50618061@N08/galleries/72157624142503886/ Some parodies of the BP logo
  31. 31. Adbusters, 2011. ‘BP-Vietnam Spoof’, 11 February 2011, https://www.adbusters.org/content/bp-vietnam-spoof
  32. 32. The Message by Tick Yes, 2012. A brief history of culture jamming, 8 Feb 2012, http://blog.tickyes.com/a-brief-history-of-culture-jamming/
  33. 33. Greenpeace International, 2004. ‘Greenpeace wins against oil giant’, 5 February 2004, http://www.greenpeace.org/international/en/news/features/greenpeace-wins-against-oil-gi/
  34. 34. http://gapingvoid.com/wp-content/uploads/2011/12/culture-jamming-004.jpg
  35. 35. Beyonce Single Ladies – Climate Change ETS spoof, 2012 http://swf.tubechop.com/tubechop.swf?vurl=qyC92W_NOCk&start=0&end=46&cid=5862304 ; http://www.tubechop.com/watch/5846606 Source: generationzeronz’s channel, 2012. ‘Beyonce Single Ladies - Climate Change ETS spoof’, 29 October 2012, https://youtu.be/qyC92W_NOCk?list=FLqh7ogdnQw9_Z1yCf61D7Jg
  36. 36. Climate Change? - Dankeschön parody, 2013 http://swf.tubechop.com/tubechop.swf?vurl=lqCSkPyZYN0&start=0&end=63&cid=5862377; http://www.tubechop.com/watch/5862377 Source: stuviewer, 2013. 24 September 2013, ‘Climate Change? - Dankeschön – parody’, https://youtu.be/lqCSkPyZYN0? list=FLqh7ogdnQw9_Z1yCf61D7Jg
  37. 37. https://plus.google.com/photos/118351695054537023037/albums/576890345724910694 5/5768903460271724162?pid=5768903460271724162&oid=118351695054537023037
  38. 38. Adbusters, 2011. ‘Green is the New Black. Greenwashing is the new black’. EnvironMENTAL, 28 February 2011, https://www.adbusters.org/content/green-new-black
  39. 39. The Daily Blog Reposts, 2014. ‘Which pollution do you want?’ 31 March 2014, http://thedailyblog.co.nz/2014/03/31/which-pollution-do-you-want/#!prettyPhoto
  40. 40. DiscussionDiscussion
  41. 41. Summary (1)Summary (1) • Culture is about communication. • Language, stories and images that resonate with us emotionally are the key. • Psychology and marketing can provide invaluable help with transforming culture. • A bold, vivid and clear alternative that engages us emotionally is the key to change.
  42. 42. • Marketing → change attitudes & behaviour ⇒ useful • Appropriating the familiar is influential. • Parody & culture jamming can be creative, legal & very engaging Summary (2)Summary (2)
  43. 43. A Simple Love Poem #showthelove, February 2015 http://swf.tubechop.com/tubechop.swf?vurl=psxr2m3puzg&start=0&end=110&cid=5846606 ; http://www.tubechop.com/watch/5846606 Source: The Climate Coalition. 2015. A Simple Love Poem #showthelove, 10 February 2015, https://youtu.be/psxr2m3puzg
  44. 44. "Never doubt that a small group of thoughtful, committed citizens can change the world; indeed, it's the only thing that ever has." - Margaret Mead

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