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Week Poster Design: Chris Dixon fifty eight Consumption Void Photo: Jennifer Van Evra design: Ken Paul 62 Buy Nothing Poster Design: Chris Dixon sixty four American Soldier Illustration: Michael Maslin, courtesy of The Trends Journal seventy two Corporate Tattoos Photo: Shannon Mendes 77 Obsession for Women Concept: Nicholas Racz image: Rick Etkin 98 Paris, May 1968 Photo: Bruno Barbey, Magnum Photos, New York a hundred and ten Obsession for Men Photo: Nancy Bleck product: Cayvan Econmi 120 Joy Photo: Thomas Antel 122 Life, Spirit, Joy Photo: Lydia Eccles and Wendy Hamer 236 Graphic Credits 126 Autosaurus Tv Uncommercial: Director/animator: Bill Maylone 138 Weasel Tail Jan Prither 142 The Product Is You Tv Uncommercial: pornhub Livecam Director: Geoff Rogers a hundred and forty four Organized Crime Collage: Lu Mannseichner 151 Why Are You Buying Your Food from a Tobacco Company? Thus we grow to be eager consumers of Ken- tucky Fried Chicken, Doritos, Pizza Hut and Pepsi (all the exact com- pany) later on in lifestyle." Eventually, we discover ourselves taking part in the final act of distancing: ingesting a genetically altered tomato whose mom plant does not even exist. The typical pound of meals in America travels 1,300 miles right before it reaches a kitchen area desk. That's inefficient and unsustainable. Demarket- ing food stuff involves closing the hole involving the source and the plate. It means turning absent from quick meals and superstores and embracing farmers' marketplaces and the family members kitchen area absent from hothouse tomatoes and towards your have area provider, and finally, maybe, your possess back garden plot. These selections will alter your lifetime, if you have the hunger for the journey. The motivation consists of chopping, little bit by little bit, the food megacorpo- rations out of your lifestyle. This is not so diverse from weaning on your own off a damaging however magnetic relationship with a further human being. Every time you modify your mind and do not slip into McDonald's for a quickie, every time you squirt some lemon into a glass of h2o in its place of popping open up a Coke, every single time you determine to put that jar of Maxwell House espresso again on the shelf, you strike the gong of flexibility. When a groundswell of folks educate them selves to do all of these things, to demarket on a everyday, particular level, we are applying the bot- tom jaw of the Strategic Pincer. The prime jaw of the pincer is a sequence of radio and Tv strategies that ridicule the quickly/junk-food items sector. Working from both equally finishes - base up and top down - the pincer will remodel the way America, and the globe, eats. Junk foodstuff is a person of the most commonly marketed merchandise on Tv that helps make it a massive focus on. Today, food jammers acquire on the junk-meals corporations the way antismoking activists locked horns with the tobacco sector in the '70s. They try to "contaminate" junk foodstuff in the Demarketing Loops one hundred seventy five community mind. Every time an antijunk-foodstuff ad ("Fact: Over 50 percent of the calories in this Big Mac come from body fat") airs, a replicating meme is planted. Every time an uncommercial appears on Tv attacking individuals firms, their manufacturers are a tiny bit uncooled. Suppose just one working day a car total of teenage little ones drives by the Golden Arches and everyone wishes to prevent for a chunk. But a person child, encouraged by a Tv subvert he noticed the night time before, will make a crack about the McDon- ald's employee standing more than the 900-diploma french-fry cooker, putting on the humorous hat, earning minimum wage and saying, "Somebody remind me again why I'm not offering prescription drugs?



I explained to him. "I'm not seeking to sanitize Amer- ica. The entire world I'm proposing is just not some watered-down, politically cor- 168 Culture Jam rect spot. It's wilder and more appealing than your world in each way. It's open Tv airwaves the place meme wars, not scores wars, are fought each day. It's radical democracy - people telling governments and cor- porations what to do as an alternative of the other way about. It's empowered citizens deciding for by themselves what's 'cool' - not a society of con- sumer drones suckling at the company teat. It's residing a daily life which is con- nected to the world, understanding anything about it, caring for it and handing it down to our small children in some variety of good condition. "What I'm indicating is that the American aspiration isn't really functioning any- much more, so let us encounter that reality and start off setting up a new 1." I seen my close friend roll his eyes a couple of moments as I spoke. In numerous methods he is the regular North American - bold, competitive, thriving. If he could influence me that he truly is satisfied and alive, I'd have to concede that his way, however it can be not my way, is properly valid. But I just you should not see it. The supersize American life style generates at the very least a minimal guilt in each individual marginally considerate particular person who pursues it. There's a great deal of filthy laundry in my friend's lifestyle that he can not disregard, no issue how much beneath the bed he shoves it. He sees me as a disgruntled Lefty pissing on the American parade I see him as a guy in higher- money-bracket denial, obtaining what he can although the going is superior even as his planet is collapsing close to him. Of a person factor I am guaranteed: His hyperconsumptive lifestyle is just not neat any more. The outdated American aspiration is dying. Change is coming. One of the good tricks of demarketing the American desire is detourning it, in the general public imagination, with a aspiration which is even far more seductive. What's better than being loaded? Being spontaneous, genuine, alive. The new American desire is basically to approach life whole-on, with- out undue panic or crippling self-censorship, pursuing joy and novelty as if tomorrow you'll be in the floor. The Situationists known as this impulse "the will to playful generation," and they believed it must be prolonged "to all known sorts of human relationships." There's no just one additional alive than the person who is brazenly, freely improvising - which is why the most effective stand-up comics really like hecklers, and why the ideal hosts adore Demarketing Loops 169 wild-card supper guests, and why the most electrical political figures love deviating from their prepared scripts on reside Tv. There's no other way to find what is at your main. This is what the new American dream is all about, and this is the sort of human being the lifestyle jammer aspires to be: anyone who, to paraphrase Ray Bradbury, "jumps off cliffs and builds his wings on the way down." Uncooling Consumption On the most primary degree, demarketing is simply about not shopping for. An anticonsumerist way of living flat-out repudiates the complete plan of current market- ing. When you do not invest in, you do not acquire in to consumer lifestyle. When you really don't purchase in, companies drop their keep on you. One more and more noticeable group of persons have embraced this strategy as a faith. They have looked challenging at the way we do issues in this country and determined it truly is no for a longer period their way. Somewhere concerning the time Faith Popcorn coined the time period "cashing out" and the time actor Sherry Stringfield walked absent from the Tv demonstrate E.R. (to rediscover the accurate that means of lifetime, a.k.a. leisure time and her lover), the downshifting movement took off. Thousands of Americans now contact their way of life "voluntary simplicity" (following Duane Elgin's 1981 guide of the exact identify). Some of these downshifters left significant-run work opportunities and took drastic pay cuts in buy to make more time for loved ones, buddies, commu- nity, meaningful function. Others were being wage slaves who only made the decision to improve what Vicki Robin and Joe Dominguez, in Your Money or Your Life, get in touch with their "pleasure-to-stuff ratio." Away with frantic dwelling, they have declared. Away with the acquisitive, secular society that leads to even the most reasonable souls to drift out of plumb. Too a lot function, too considerably muddle, too substantially length among expectation and final result, concerning investment and payoff, involving head and heart will spell the finish of us. The downshifters concluded that a greater goal than to amass prosperity is to concentrate on tradition as Alexander Solzhenitsyn defined it: "the growth, enrichment and enhancement of non-substance daily life." They comprehend intuitively what data bear out: The combination degree of Buy Nothing Day 30-Second Tv Spot Voice: "The ordinary North American consumes 5 periods extra than a Mexican .



G7-Ecocide" radio and Tv places from Adbusters Media Foundation. Raise resources. Air the "G7-Ecocide" message on campus radio in the months lead- ing up to the summit. Try to get a handful of sixty-2nd Tv places on your local evening news on the working day the G-7 leaders meet. Issue information releases asserting your marketing campaign. If a Tv station refuses to market you airtime, publicize that actuality. Fax neighborhood newspapers. Phone the Tv newsrooms. On the day the leaders meet, get reporters and Tv crews out to cover your teach-in. A specially productive economics train-in was held at the Univer- sity of Victoria, British Columbia, in May 1996. Stark white posters, each with a estimate complicated the legitimacy of neoclassical economies' fundamental assumptions, lined the walls to greet learners and professors alike one particular Monday morning. MEME WAHFAHE TON IGKT1 -8Q0-663- T2S3 208 Culture Jam Some learners have been not amused. "It feels like someone's telling you, 'You're silly, you're stupid' with just about every sign," a person complained. But the Alternative Economics Committee was prepared to bruise a several egos. Deciding to deconstruct their professors' lesson plans for a single working day, this group of dedicated learners confronted what they termed "fatal abstractions in economics" - the flaws of the neoclassical paradigm taught as gospel in practically all North American colleges. Teach-ins get the job done. In the nineteen sixties, university student radicals developed a discussion board to deal with a burning question that was staying glossed in excess of or completely dismissed throughout their classes: Just what was the U.S. doing in Vietnam? The teach- ins that followed involved the brightest minds and the bravest professors and served to both legitimize dissident considered and encourage action. At UVic, fairly than focusing on a one political problem, the stu- dents took on the full paradigm, examining the genuine-lifetime conse- quences of neoclassical economics. The train-in was a sequence of hourlong panels that ran all working day. Orga- nizers figured they'd have difficulty finding faculty eager to obstacle the division, but they didn't. Disillusioned lecturers have been burning to air their grievances. Almost all speakers experienced a lot more to say than their fifteen minutes authorized. The rancor spilled above into a problem period. The economics section sent a lone defender, a professor named Peter Kennedy, who gamely tried out to maintain up the facet. At a single point he refuted an opponent's assertion by referring the viewers to a selected web page on a sure syllabus, as if to chastise the speaker for errant analyze routines. But Professor Kennedy was condescending and could not describe his position in plain language, which spoke volumes about the fundamental issues in the office. From speaker following speaker, memes flew. "There's no social safety in a world that consumes the biosphere in which we are living." "Nuclear electricity is touted as a 'cheap fuel.' But is the waste disposal of expended nuclear gasoline factored into the expense?



Remind me to arrive in excess of to your spot someday and we will catch what is on the tube: First we are going to enjoy the puppet demonstrate and then we'll view the 50 percent-hour docu- mentary on mulch." "Congratulations," I replied. "You've managed to wholly miss the issue. You do have your legal rights, but you can't diminish their legal rights in order to implement yours." I advised him I thought my ideal to speak out on Tv was pretty essential, offered that these are general public airwaves that lawfully belong to absolutely everyone. "I assume that's a fiction," he explained. "The air may perhaps belong to you, but not the studios and broadcasting facilities of ABC." I placed a simply call to one more lawyer, this time a large-profile Los Angeles media legal professional and former president of the Beverly Hills Bar Association, who turned out to be similarly circumspect. "Networks have the proper to good quality command," he explained. "They have a proper to say, 'We won't have a message that would be offen- sive to the other sponsors, due to the fact we don't want to shed people sponsors.'" That's the way it all boils down: The broadcaster's appropriate to operate a industrial business enterprise stands in immediate opposition to my correct to independence of speech. I was hunting for an advocate who believed that my result in - the cause of the individuals - experienced at minimum equivalent merit. The Beverly Hills attorney gave me the quantity of an additional law firm to check out, and he cordially hung up. The hunt for the First Amendment grail continues. Only the vigilant can sustain their liberties, and only those who are consistently and intelligently on the place can hope to govern by themselves efficiently by democratic techniques. A soci- ety, most of whose customers commit a terrific offer of their time not on the location, not below and now in the calculable foreseeable future, but someplace else, in the irrelevant other worlds of activity and soap 198 Culture Jam opera, of mythology and metaphysical fantasy, will locate it really hard to resist the encroachments of people who would manipulate and regulate it. Aldous Huxley was on the mark in the foreword of his revised 1946 version of Brave New World, which probably more than any other work of twentieth-century fiction predicted the psychological local climate of our wired age. One can attract an effortless parallel concerning "soma" - the enjoyment drug issued to citizens of Brave New World - and the mass media as we know them nowadays. Both hold the masses tranquilized and pacified, and preserve the social order. Both chase out reason in favor of entertain- ments and disjointed imagined. Both persuade uniformity of habits. Both devalue the previous in favor of sensory pleasures now. Unlike the individuals in Orwell's 1984, who resent currently being controlled by Big Brother but experience powerless to resist, citizens of Huxley's realm will- ingly take part in their manipulation. They fortunately just take soma. They're in the loop, and, by God, they appreciate it. The pursuit of happiness becomes its possess conclusion - you will find infinite use, cost-free sex and excellent temper management. The individuals are enraptured. They consider they stay in Utopia. Only you, the reader (and a couple of "imperfect" characters in the guide who somehow finished up with true personalities) know it's Dystopia. It's a hell that can only be identified by those people outdoors the sys- tem. Our own dystopia, much too, can only be detected from the outside the house - by "outsiders" who for some odd rationale did not watch way too a lot Tv when they were being youthful who examine a several great textbooks, fulfilled a handful of fantastic individuals, invested some time dwelling in other cultures, and by some lucky twist of destiny were being not seduced by The Dream and recruited into the con- sumer cult of the insatiables. Although most of us are still caught in the cult, our taste for soma is souring. Through the haze of created joy, we are noticing that we need to cease the show, that our only escape is to halt the movement of soma, to break the conversation cartel's monopoly on the produc- tion of meaning. Media Carta 199 Media Carta is the wonderful human-legal rights fight of our info age - a great private, mental, social, cultural and authorized check. The infrastructure for this fight is previously in place. Culture jammers all around the environment are planning for the showdown. In the early a long time of the new millennium, we will spearhead a media reform movement to enshrine the proper to converse as a basic human appropriate in the constitutions of all free nations and in the Universal Declaration of Human Rights. We will help you save the most cherished of all our pure methods: the peace and clarity of our have minds. REDEFINING Progress Fifteen hundred eminent researchers, which include the bulk of all residing Nobel Prizewinners, signed a Warning to Humanity in 1992, and fifty- 8 earth academies of science produced a very similar doc in 1994, warning that the human experiment on Planet Earth is veering out of regulate. Population advancement, overconsumption, inappropriate techno- logical applications and relentless economic enlargement are destroying the daily life-support devices on which our potential relies upon. Meanwhile, unusually, our politicians, economists and organization leaders are wearing banana grins. "We're growing," they beam. "We're placing up more factories, offering extra items, developing much more wealth than ever ahead of in the record of mankind." Never-ending content development is the cornerstone of our present-day economic process. There's no this sort of detail as a zero-development design within its framework. In simple fact, almost nothing substantially but material development definitely mat- ters, economists have decreed. And nonetheless, regular development in finite terrain is the ideology of the cancer mobile. It's insanity. It's a madness propagated 20-4 hours a working day by the company-controlled mass media, which are structurally 202 Culture Jam incapable of giving us the root-induce analyses of our present-day predica- ment. So we're stuck attempting to reconcile powerful mixed messages. For most of us the financial state stays a mysterious summary program. As with our microwave oven, we you should not know how it performs and we you should not really want to know. We just retain pushing buttons and incredibly hot dinners continue to keep com- ing out. We believe of markets having their have legal guidelines that we split at our peril. And we assume that economists are uncovered experts who, with their arcane but irrefutable logic, are by some means running the full affair. The truth is that we have handed our ecological and economic well-currently being more than to an elite team of specialist policymakers who have, at very best, only a imprecise idea of what they are doing. Their "scientifi- cally" managed cycles of "advancement" and intake are wiping out the purely natural globe, nevertheless if you place it to them that way, they would deny it. Their concept of "development" is to sell off the planet's irreplaceable purely natural cash and simply call it money - although they would deny that far too. Is there a way out of this social trap - this disaster of this means? The economics occupation would not admit its versions are flawed. First World customers remain blissfully unaware of the havoc wrought by their life. The professional broadcast media won't promote airtime for citizen-created wake-up calls. Governments refuse to accept the astronomical ecological debt we have previously accrued to long run gen- erations. Most every person is in denial. Deep down, we all "know" the planet is dying, but no one wishes to discuss about it. Of class there are techniques to get the conversation heading - methods for jamming the world wide economic system back again onto a sustainable route. First, we kill all the economists (figuratively talking). We establish that in spite of the just about spiritual deference society extends to them, they usually are not untouchable. We obstacle their authority, concern their creden- tials. We start a international media campaign to discredit them. We present how their economic styles are essentially flawed. We expose their "science" as a harmful pseudoscience. We ridicule them on Tv. We enlist our possess, similarly embellished ecological economists to debate them Redefining Progress 203 point for place. We pop up in sudden sites like on the local busi- ness news, on commercial breaks throughout the midnight film and ran- domly on national prime time. At the similar time, we lay a trap for the G-7 leaders. Our campaign paints them as Lear-like figures, deluded kings unaware of the damage their deepening madness is undertaking. We demand from customers to know why the challenge of overconsumption in the First World is not even on their agenda. In the weeks foremost up to their annually summit conference, we purchase radio and Tv spots on stations about the world that dare our leaders to solution the Big Question: "Is Economic 'Progress' Killing the Planet?