consumer social movements would use. 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 late capitalism. Past mass events and ideas have included Buy Nothing Day, 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. The most effective form of jamming is to use an already widely recognizable meme to transmit the message. Once viewers are forced to take a second look at the mimicked popular meme they are forced out of their comfort zone. Viewers are presented with another way to view the meme and are forced to think about the implications presented by the jammer. More often than not, when this is used as a tactic the jammer is going for shock value. For example, to make consumers aware of the negative body image that big-name fashion brands are frequently accused of causing, a subvertisement of Calvin Klein's 'Obsession' was created and played worldwide. It depicted a young woman with an eating disorder throwing up into a toilet. Another way that social consumer movements hope to utilize culture jamming effectively is by employing a metameme. A metameme is 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. An example would be the "true cost" campaign set in motion by Adbusters. "True cost" forced consumers to compare the human labor cost and conditions and environmental drawbacks of products to the sales costs. Another example would be the "Truth" campaigns that exposed the deception tobacco companies used to sell their products. Following critical scholars like Paulo Freire, Culture jams are also being integrated into the university classroom "setting in which students and teachers gain the opportunity not only to learn methods of informed public critique but also to collaboratively use participatory communication techniques to actively create new locations of meaning." For example, students disrupt public space to bring attention to community concerns or utilize subvertisements to engage with media literacy projects. Examples Artivist Billboard hacking Broadcast signal intrusion Flash mob Happening Practical joke