Culture Jamming: The Meta-Meme

Upon taking the initiative to write about culture jamming, I did not expect this to be an anti-corporate culture movement. According to the center for communication and civic engagement, “Culture jamming presents a variety of interesting communication strategies that play with the branded images and icons of consumer culture to make consumers aware of surrounding problems and diverse cultural experiences that warrant their attention” (Culture Jamming par. 3). Their weapon of exposure is the meme which functions as an element of culture jamming; it is a fundamental component of the transmission of culture.
However, a much more powerful element that is provided by the center for communication and civic engagement is a “a meta-meme, a two-level message that punctures a specific commercial image, but does so in a way that challenges some larger aspect of the political culture of corporate domination” (Culture Jamming par. 6).

For instance the “Media Carta” is a meta-meme which calls for a contract that demands free public airwaves that are not controlled by corporations. The reconstruction of the “genetic code” of corporations is another example that demands that corporations have less licensing power over society. Interestingly enough, it seems that the meta-meme is a powerful method. An example of a culture jam that incorporates the meta-meme is the Nike symbol with the engraved words “sweatshop” that Johan Peretti, a culture jammer had requested for from a custom Nike website. The usage of meta-memes exposes the truth regarding the corporate culture and it also provides visuals for individuals to create mental associations. Now one can make the mental connection that Nike, the athletic fashion statement is related to the societal issue of sweatshops.


“Culture Jamming.” 03 Oct. 2008 <http://depts.washington.edu/ccce/polcommcampaigns/CultureJamming.htm>.