Culture jamming (sometimes also guerrilla communication) is a form of protest used by many anti-consumerist social movements to disrupt or subvert media culture and its mainstream cultural institutions, including corporate advertising. It attempts to "expose the methods of domination" of mass society. Culture jamming employs techniques originally associated with Letterist International, and later Situationist International known as détournement. It uses the language and rhetoric of mainstream culture to subversively critique the social institutions that produce that culture. Tactics include editing company logos to critique the respective companies, products, or concepts they represent, or wearing fashion statements that criticize the current fashion trends by deliberately clashing with them. Culture jamming often entails using mass media to produce ironic or satirical commentary about itself, commonly using the original medium's communication method. Culture jamming is also a form of subvertising. Culture jamming is intended to expose questionable political assumptions behind commercial culture, and can be considered a reaction against politically imposed social conformity. Prominent examples of culture jamming include the adulteration of billboard advertising by the Billboard Liberation Front and contemporary artists such as Ron English. Culture jamming may involve street parties and protests. While culture jamming usually focuses on subverting or critiquing political and advertising messages, some proponents focus on a different form which brings together artists, designers, scholars, and activists to create works that transcend the status quo rather than merely criticize it. Origins of the term, etymology, and history Coinage The term was coined in 1984 by Don Joyce of American sound collage band Negativland, with the release of their album JamCon '84. The phrase "culture jamming" comes from the idea of radio jamming, where public frequencies can be pirated and subverted for independent communication, or to disrupt dominant frequencies used by governments. In one of the tracks of the album, they stated: Origins and preceding influences According to Vince Carducci, although the term was coined by Negativland, culture jamming can be traced as far back as the 1950s. One particularly influential group that was active in Europe was the Situationist International and was led by Guy Debord. The SI asserted that in the past, humans dealt with life and the consumer market directly. They argued that this spontaneous way of life was slowly deteriorating as a direct result of the new "modern" way of life. Situationists saw everything from television to radio as a threat and argued that life