Culture Jamming! Create A Different Message

 

Example Mashup of Culture Jams

In Gendered Voices, Feminist Visions: Classic and Contemporary Readings, chapter five explores women in media and culture. In the last few decades, media has involved into a monstrous form of power that people cannot escape. Television, music, the internet, and so much more have taken part in shaping gender and created multibillion-indurates that regulate society. Popular culture has also played a large role in beauty and encourage certain practices (Shaw, S. M., & Lee, J.). I could argue this chapter reminds me a great deal of chapter four, especially when pairing it to Jean Kilbourne’s research in advertisement but in this case, we’ll be focusing more on Culture Jam, a form of alternative media (Jammin\’ Ladies).

When I started UCF in the fall of 2021, one of my first classes was WST 3603: Introduction to Gender Studies with Dr. Anne Bubriski. I enjoyed this class so much that when I saw the opportunity to take another class for this semester, I signed up immediately. During the course, I have noticed a few similarities such as the films we review for the modules and even small assignments. One of the small assignments that reappeared for this semester was called Culture Jam. In the website, Jammin\’ Ladies, the writers state that:

The idea behind culture jamming is that individuals are not given the choice as to whether they are exposed to ads or not. Without consent every individual in our communities are exposed to thousands of corporate ads each day. Jammers believe everyone should have the opportunity to voice their opinions just like the corporate advertisers. They believe in the opportunity to respond to the advertisements.

Jammers take popular advertisements and logos, such as McDonalds or Vogue, and essentially create something new but recognizable. While the practice has been around for the last couple of years, its origin has remained a mystery but has nonetheless still impacted viewers. One way to best understand it is by seeing the original advertisement with that of the new one that was “jammed.” Not everyone decides to post the two together but it was a requirement for my assignment.         

My Culture Jam. Done in the Fall of 2021

As you can see, I took the cover of a Women’s Health issue, featuring the popular Colombian singer, Sharika. I was required to make a total of three changes and instead made five. I’m not the most tech-savvy person as many of my friends and family would say so this wouldn’t be the best culture jam out there but it was still something I was proud of. By reviewing the original and the remastered version, everyone could see how I change the pieces of the cover that featuring “slimming down” or “hunger fixes.” In a world where models weigh about 23 percent less than the average woman and eating disorders are affecting women at a 10:1 ratio compared to men, the message that women need to “slim down” is concerning (Shaw, S. M., & Lee, J.).

To be clear, I love Sharika. I am Colombian and I grew up listening to Colombian musicians such as Carlos Vives and Sharika on a daily basis. I have vivid memories of my dad playing Sharika music while working on documents in his office and my mom buying her CDs as they come out. So, this jam was in no way me stating that I hold any anger or judgment on her for posing for this magazine. You will find many beloved celebrities on the cover of this magazine but it's hardly their fault that the company they are modeling for are using them to promote such things. The purpose of this jam was to show that instead of focusing on getting skinner and finding ways to improve your body until you look like her, you should focus on staying healthy and happy. If you ever do come to a place in your life where you wish to change something, then make sure you are doing it for yourself and your happiness and not for the approval of others. Ignore magazines telling you that you aren’t good enough the way you are and try to be kind to yourself and others by creating a new message. You might come to learn something and even have some fun creating something new.

References

Culture jamming...what is it? Jammin\' Ladies. (2006, March 17). Retrieved April 20, 2022, 

            from https://jamming.wordpress.com/culture-jammingwhat-is-it/

Shaw, S. M., & Lee, J. (2020). Chapter 4 Inscribing Gender on Body. In Gendered Voices,

Feminist Visions: Classic and Contemporary Readings (7th ed., pp. 155–221). essay,

            Oxford University Press.

Shaw, S. M., & Lee, J. (2020). Chapter 5 Media and Culture. In Gendered Voices, Feminist

Visions: Classic and Contemporary Readings (7th ed., pp. 222–279). essay, Oxford

University Press.