To My Ill Figure – Culture Jamming

Culture Jamming is the twist and radical view publicly displayed about either a product or certain attitude caused by media. It is a like a parody mocking, but displaying the myth and the truth behind certain media aspects. Advertisements are always giving us feelings of dissatisfaction with our present state, and wanting us to feel that through their product we can become better people.

Seeing fashion advertisements many people want to be just like models within that fashion industry and gain the life they perceive from the pictures. The fashion industry can be one of the most self-damaging industries. Majority of people want to reach a point in their lives, where they have a sense of total control and the ability to intimidate others. “The runway symbolizes something in society that’s very intimidating to women.” (Tyra Banks), Tyra Banks understands the intimidation the industry contains but consumers and viewers will see this and believe once they get to that position they’ll be the envy of all, and in control and from then experience pure happiness and glamour. Ways of Seeing elaborates and further explains this secret hunger for envy that we all encounter due to publicity. “Its promise is not of pleasure, but of happiness: happiness as judged from the outside by others. The happiness of being envied is glamour. Being envied is a solitary form of reassurance.” (Berger 133)

The grass is not always greener on the other side and apart from the glamour seen in the ads and on television a lot of these models, especially women, face dissatisfaction with their bodies. They are constantly being told to improve their appearance and eventually gain a new perspective on what it is normal. Being identical to a twig, and unhealthy eating portions are strongly encouraged to these models and because they are so drawn into the glamour and the fast pace of everything they lack time to take care of their bodies. Some models will share their stories about what they faced and the changes they have seen in their bodies; however when consumers and viewers see these models looking extremely thin and picture perfect they go drastic measures to reach what they see all around them.

This is an example of culture jamming, expressing the sad truth behind the fashion industry.

To the right, I have a picture showing a young girl who looks unhealthy, and it is specifically a mockery of the Tommy Hilfiger brand. It is a visual campaign against the terror in causes young women physically and mentally. Culture Jamming is an eye opener because some of the messages it conveys the underlying message we do not always see on the surface.

Here is another visual example of Culture Jamming geared towards the fashion industry.

“Culture jamming.” Wikipedia, The Free Encyclopedia. 15 Nov 2009, 02:59 UTC. 22 Nov 2009 <http://en.wikipedia.org/w/index.phptitle=Culture_jamming&oldid=325910575>.
John., Berger,, and Et Al. Ways of Seeing (A Pelican Original). London: British Broadcasting Corp, 1972.
“YouTube – Culture Jamming – Gucci.” YouTube – Broadcast Yourself. 3 Sept. 2006. 23 Nov. 2009 <http://www.youtube.com/watch?v=2pfbqpXSUp8&feature=related>.
“Tyra Banks Quotes.” Famous Quotes and Quotations at BrainyQuote. 23 Nov. 2009 <http://www.brainyquote.com/quotes/authors/t/tyra_banks_2.html>.