These movements push people to question the taken-for-granted assumption that consuming is natural and good and aim to disrupt the naturalization of consumer culture; they also seek to create systems of production and consumption that are more humane and less dominated by global corporate hypercapitalism.Princen, Thomas, Maniates, Michael and Conca, Ken (2002) Confronting Consumption. Cambridge, MA: MIT Press. Past mass events and ideas have included "Buy Nothing Day", "Digital Detox Week", virtual sit-ins and protests over the Internet, producing ‘subvertisements' and placing them in public spaces, and creating and enacting ‘placejamming' projects where public spaces are reclaimed and nature is re- introduced into urban places.
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Lead singer Frank Discussion is also known for his "subvertisements" or "derailments", an adaptation of the situationist tactic of detournement, as well as what he calls "interventions" whereby one detournes physical events by intervening with an out-of-place element in the physical world, a tactic expressed as simply as placing disparate items in unsuspecting people's shopping carts, thereby raising the action beyond the level of mere prank to a conscious tactic used to undermine society and to express a unified critique of it. He is also known for being one of the developers of "antistasiology", defined as the comparative study of various types of tactics, strategies and organizational structures used by various resistance movements, historically and currently.
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Total Recut is a social networking, video sharing and resources website for fans and creators of video remixes, recuts and mash-ups, where users can submit, view, share, rate and comment on user generated remixed video clips. Total Recut was created in June 2007 as a result of the master's degree project of an Irish graduate student, Owen Gallagher, who wrote his Masters Thesis on remix culture. The Donegal, Ireland based service uses embedding technology to display a wide array of video content, including movie trailer recuts, political remixes, machinima, subvertisements, music mash-ups and many others. The site also contains original material that users can remix including a large number of public domain videos and Creative Commons licensed clips.
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The concept of détournement has had a popular influence amongst contemporary radicals, and the technique can be seen in action in the present day when looking at the work of Culture Jammers including the Cacophony Society, Billboard Liberation Front, monochrom, Occupy Movements and Adbusters, whose "subvertisements" "detourn" Nike adverts, for example. In this case, the original advertisement's imagery is altered in order to draw attention to said company's policy of shifting their production base to cheap- labour third-world "free trade zones". However, the line between "recuperation" and "détournement" can become thin (or at least very fuzzy) at times, as Naomi Klein points out in her book No Logo. Here she details how corporations such as Nike, Pepsi or Diesel have approached Culture Jammers and Adbusters and offered them lucrative contracts in return for partaking in "ironic" promotional campaigns.
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In the United States, Frank Discussion is widely known for his use of détournement in his works dating from the late 1970s through the present, particularly with the Feederz. The use of détournement by Barbara Kruger familiarised many with the technique, and it was extensively and effectively used as part of the early HIV/AIDS activism of the late 1980s and early 1990s. Examples of contemporary detournement include Adbusters' "subvertisements" and other instances of culture jamming, as well as poems composed collaboratively by Marlene Mountain, Paul Conneally, and others, in which quotations from such famous sources as the Ten Commandments and quotations by United States President George W. Bush are combined with haiku- like phrases to produce a larger work intended to subvert the original source. The comic artist Brad Neely's reinterpretation of Harry Potter, Wizard People, took Warner Bros.' first Harry Potter film, The Sorcerer's Stone, and substituted the original soundtrack with a narration that casts the hero as a Nietzschean superman.
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