Culture Jamming

Some great quotes from 'Culture Jamming: Hacking, Slashing and Sniping in the Empire of Signs' by Mark Dery

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"Dwindling funds for public schools and libraries, counterpointed by the skyrocketing sales of VCRs and electronic games, have given rise to a culture of "aliteracy," defined by Roger Cohen as "the rejection of books by children and young adults who know how to read but choose not to." The drear truth that two thirds of Americans get "most of their information" from television is hardly a revelation."

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"The effects of television are most deleterious in the realms of journalism and politics; in both spheres, TV has reduced discourse to photo ops and sound bites, asserting the hegemony of image over language, emotion over intellect."

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Martin A. Lee and Norman Solomon level another, equally disturbing charge:

In an era of network news cutbacks and staff layoffs, many reporters are reluctant to pursue stories they know will upset management. "People are more careful now," remarked a former NBC news producer, "because this whole notion of freedom of the press becomes a contradiction when the people who own the media are the same people who need to be reported on."

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Meanwhile, the question remains: How to box with shadows? In other words, what shape does an engaged politics assume in an empire of signs?

The answer lies, perhaps, in the "semiological guerrilla warfare" imagined by Umberto Eco. "[T]he receiver of the message seems to have a residual freedom: the freedom to read it in a different way...I am proposing an action to urge the audience to control the message and its multiple possibilities of interpretation," he writes. "[O]ne medium can be employed to communicate a series of opinions on another medium...The universe of Technological Communication would then be patrolled by groups of communications guerrillas, who would restore a critical dimension to passive reception."

Eco assumes, a priori, the radical politics of visual literacy, an idea eloquently argued by Stuart Ewen, a critic of consumer culture. "We live at a time when the image has become the predominant mode of public address, eclipsing all other forms in the structuring of meaning," asserts Ewen. "Yet little in our education prepares us to make sense of the rhetoric, historical development or social implications of the images within our lives." In a society of heat, light and electronic poltergeists- --an eerie otherworld of "illimitable vastness, brilliant light, and the gloss and smoothness of material things"---the desperate project of reconstructing meaning, or at least reclaiming that notion from marketing departments and P.R. firms, requires visually-literate ghostbusters.

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