When studying the technique of culture Jamming, two key issues resonated with my personal values and beliefs strongly. The issue of labour exploitation and environmental sustainability. Major brands such as Nike and American Eagle Outfitters have taken advantage of globalisation, exploiting third world countries to produce their products. Both brands have been caught in labour scandals, damaging their reputations. However, the method behind culture jamming has really made me realise how we as consumers are continually influenced every day to consume more and more. The strategy behind advertising is very powerful, because even though I know about this exploitation, I still have purchased items from both companies. In relation to environmental sustainability, I have research recent oil spills and chemical disasters that have had a detrimental effect on the environment and human health. Unknowingly many oil spills go unnoticed as the westernised world is so unattached to such issues, as well as major hazards since they occur in third world countries. Companies like Mobil, Shell and Dow Chemical have impacted the world in a negative way, yet have taken no blame for any wrongdoing. These issues are what have inspired my own personal reflection and have been replicated in my own culture jams I have created.
Shell:
In only May did 90,000 gallons of oil leak into the Gulf of Mexico. Oil on the oceans surface stretched 26 square miles. This culture jam is in response to the impact it will have on marine wild life. The sad this is that Shell is not the only company to have caused such devastation.
ExxonMobil:
On March 24, 1989, in the Prince William Sound, Alaska, on Easter Sunday, an oil tanker bound for
Long Beach, California, spilled 11 to 38 million US gallons of crude oil over. It is considered to be one of
the most devastating human-caused environmental disasters. Like Shell, this culture jam is in response to their man-made devastation to marine life. Alaska is a notorious fishing spot, and therefore in theme with this culture jam.
Long Beach, California, spilled 11 to 38 million US gallons of crude oil over. It is considered to be one of
the most devastating human-caused environmental disasters. Like Shell, this culture jam is in response to their man-made devastation to marine life. Alaska is a notorious fishing spot, and therefore in theme with this culture jam.
NIKE:
This culture jam utilises the black and white simplicity of Nike’s logo and slogan. It is targeted at the trade issues in foreign countries Nike has exposed themselves to.
NIKE:
This culture jam utilises the black and white simplicity of Nike’s logo and slogan. It is targeted at the trade issues in foreign countries Nike has exposed themselves to.
DOW Chemical:
In the 1980’s Dow Chemical was responsible for one of the largest chemical spills that had affected the long-term health of hundreds of thousands of Indian citizens. This culture jam plays upon the concept
of devastating a whole city. The logo reminded me of a test tube, so it was converted into one, as well as a blimp to fit into the city scene.
of devastating a whole city. The logo reminded me of a test tube, so it was converted into one, as well as a blimp to fit into the city scene.
DOW Chemical: This culture jam takes a more literal response to the India incident. The contrast between the black and the green, illustrates how the company has devastated a lush land, and affected the environment and the citizens living in the area.
American Eagle Outfitters:
American Eagle Outfitters have been caught up in media, having been exposed to have operated sweatshops in third world countries. This culture plays upon the simple logo of the company, making a parody of the words, as well as an inverted image - an eagle eye into the truth of retail.
