Evolution of studies on subvertising: a scoping review
Subvertising is a communication phenomenon aimed at eliciting a response from citizens to advertising messages, and provides tools to fight back on a symbolic battleground. Within the current communication paradigm, subvertising stands as a form of empowerment for a better informed and more particip...
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| Published in | Humanities & social sciences communications Vol. 11; no. 1; pp. 1489 - 12 |
|---|---|
| Main Authors | , , |
| Format | Journal Article |
| Language | English |
| Published |
London
Palgrave Macmillan UK
06.11.2024
Palgrave Macmillan Springer Nature |
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| Online Access | Get full text |
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| Abstract | Subvertising is a communication phenomenon aimed at eliciting a response from citizens to advertising messages, and provides tools to fight back on a symbolic battleground. Within the current communication paradigm, subvertising stands as a form of empowerment for a better informed and more participatory active audience. Subvertising practices provide a communication response to a corporate discourse that is considered by many collectives to be manipulative and excessive in its omnipresence. Given that subvertising is such a practical phenomenon, it seems relevant to review what theoretical contributions have been made and determine the current state of research into the subject. This article presents a scoping review of publications on subvertising from 1980 through to March 2020, the main objective being to determine the intellectual output and evolution of existing research, with in-depth analysis of the texts and studies identified. The review process was carried out by searching 11 national and international databases, using 19 keywords selected in a preliminary narrative phase. The results show the evolution of existing literature by country of publication, language, document type, journal, authorship and document features. The conclusions reached indicate that the number of publications on the phenomenon of subvertising is on the rise, attracting interest from a wide range of disciplines, not solely those relating to communication. |
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| AbstractList | Subvertising is a communication phenomenon aimed at eliciting a response from citizens to advertising messages, and provides tools to fight back on a symbolic battleground. Within the current communication paradigm, subvertising stands as a form of empowerment for a better informed and more participatory active audience. Subvertising practices provide a communication response to a corporate discourse that is considered by many collectives to be manipulative and excessive in its omnipresence. Given that subvertising is such a practical phenomenon, it seems relevant to review what theoretical contributions have been made and determine the current state of research into the subject. This article presents a scoping review of publications on subvertising from 1980 through to March 2020, the main objective being to determine the intellectual output and evolution of existing research, with in-depth analysis of the texts and studies identified. The review process was carried out by searching 11 national and international databases, using 19 keywords selected in a preliminary narrative phase. The results show the evolution of existing literature by country of publication, language, document type, journal, authorship and document features. The conclusions reached indicate that the number of publications on the phenomenon of subvertising is on the rise, attracting interest from a wide range of disciplines, not solely those relating to communication. Abstract Subvertising is a communication phenomenon aimed at eliciting a response from citizens to advertising messages, and provides tools to fight back on a symbolic battleground. Within the current communication paradigm, subvertising stands as a form of empowerment for a better informed and more participatory active audience. Subvertising practices provide a communication response to a corporate discourse that is considered by many collectives to be manipulative and excessive in its omnipresence. Given that subvertising is such a practical phenomenon, it seems relevant to review what theoretical contributions have been made and determine the current state of research into the subject. This article presents a scoping review of publications on subvertising from 1980 through to March 2020, the main objective being to determine the intellectual output and evolution of existing research, with in-depth analysis of the texts and studies identified. The review process was carried out by searching 11 national and international databases, using 19 keywords selected in a preliminary narrative phase. The results show the evolution of existing literature by country of publication, language, document type, journal, authorship and document features. The conclusions reached indicate that the number of publications on the phenomenon of subvertising is on the rise, attracting interest from a wide range of disciplines, not solely those relating to communication. |
| ArticleNumber | 1489 |
| Author | Papí-Gálvez, Natalia Leal-Rico, Inés Sánchez-Olmos, Cande |
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| Cites_doi | 10.1177/1469540506062722 10.1086/339922 10.1177/2043610618814840 10.1080/07393148.2017.1339412 10.1080/1364557032000119616 10.1166/asl.2016.6646 10.1002/yd.341 10.1353/WSQ.2010.0018 10.1016/j.cpa.2022.102436 10.1016/j.langcom.2014.02.001 10.3798/tia.1937-0237.13019 10.1111/j.1467-873X.2008.00411.x 10.2966/scrip.050108.70 10.11606/issn.1808-0820.cali.2008.68127 10.1080/15534510.2016.1192061 10.34135/communicationtoday.2023.Vol.14.No.1.4 10.1002/mar.10006 10.7771/1481-4374.1809 10.1080/00913367.2020.1783725 10.1080/14742837.2020.1837102 10.1080/09502380802245795 10.1086/425104 |
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| References | NoviaFUsing adbusting technique to improve students’ writing skillLang Educ J201831815 Salih J (2019) Getting “Banksied”: Culture Jamming in Practice. Dissertation, Malmö University, Sweden KleinNNo Logo, No Space, No Choice, No Jobs: Taking Aim at the Brand Bullies2000CanadaA.A. Knopf PeveriniPBrand reputation e parodia: strategie di subvertising nel social webCarte Semiotiche20163149160 GramignaRBetween cultural studies and semiotics of culture: The case of culture jammingLexia20131314 BerardiFPignattiLMagagnoliMErrore di sistema. Teorie e pratiche di Adbusters.2003MilanFeltrinelli Editore JenkinsHConvergence Culture: Where Old and New Media Collide2006New YorkNew York University Press Lekakis EJ (2020) Adversaries of advertising: anti-consumerism and subvertisers’ critique and practice. Social Movement Studies. https://doi.org/10.1080/14742837.2020.1837102 HallSHallSHobsonDLoweAWillisPEncoding/decodingCulture,media, language—Working papers in cultural studies, 1972–791980LondonRoutledgep 117–127 Moreno López B (2015) De la guerrilla de la comunicación a la comunicación de guerrilla. Conceptualización, análisis de la cuestión y dimensiones estéticas y estratégicas para la comunicación publicitaria. Dissertation, Universidad de Valladolid, España MackayRRThe clichéd juxtapositions and pleasing patterns of political advertisingLanguage and Communication201437110011910.1016/j.langcom.2014.02.001 BinkleySLittlerJCultural studies and anti-consumerism: a critical encounterCultural Stud201122551953010.1080/09502380802245795 CarducciVCulture jamming: A sociological perspectiveJ Consum Cult20066111613810.1177/1469540506062722 Pacheco RuedaMEl discurso disidente de la contrapublicidad verde. Pensar la PublicidadRev Internacional de Investigaciones Publicitarias2009315581 SandlinJAMilamJLMixing pop (culture) and politics”: Cultural resistance, culture jamming, and anti-consumption activism as critical public pedagogyCurric Inq200838332335010.1111/j.1467-873X.2008.00411.x Diniz JR (2008) Culture Jamming: ativismo e contra-hegemonia. Caligrama: Linguagem e Mídia 4(1) JenkinsHDeryMDeLaureMFinkMFrom culture jamming to cultural acupunctureCulture jamming: Activism and the art of cultural resistance2017New YorkNew York University Press133160p MuralidharanSSpoofing: social commentary or effective marketing tool? Testing promotion vs. prevention message frames in college students’ fight against obesitySoc Influence201611315116510.1080/15534510.2016.1192061 RimmerMThe black label: trade mark dilution, culture jamming and the no logo movementSCRIPTed2008517013610.2966/scrip.050108.70 Manchado GarabitoRTamames GómezSLópez GonzálezMMohedano MacíasLVeiga de CaboJRevisiones sistemáticas exploratoriasMed y Segur del Trab2009552161219 Abarca Sanchis FJ (2010) El postgraffiti, su escenario y sus raíces: graffiti, punk, skate y contrapublicidad. Dissertation, Universidad Complutense de Madrid de Melo CordeiroCLConsorteMLNomuraLHSCulture Jamming e as Redes Sociais On-Line como Ferramenta de Mobilização SocialRev Panor Rev de Comun ção Soc201441135144 Binay A (2005) Investigating the anti-consumerism movement in North America: The case of “Adbusters”. Dissertation. The University of Texas at Austin San Nicolás RomeraCBranding, Subvertising y mercados de la experienciaRev CIDOB d’Afers Internacionals200466-67165181 HoltDWhy Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and BrandingJ Consum Res.200229709010.1086/339922 SchorJCombating consumerism and capitalism: a decade of No LogoWSQ: Women’s Stud Q20113829930110.1353/WSQ.2010.0018 Dewhirst T, Kozinets R (2014) You, me, and my ignominy: Anti-tobacco discourse and jammed culture jamming. Anti-consumption Consumer Wellbeing: 85–91 ArkseyHO’MalleyLScoping studies: towards a methodological frameworkInt J Soc Res Methodol200581193210.1080/1364557032000119616 NelsonMRPowellRFergusonGMTianKUsing Subvertising to Build Families’ Persuasion Knowledge in JamaicaJ Advertis202049447749410.1080/00913367.2020.1783725 GrigoryanAKingJMAdbusting: critical Media Literacy in a Multi-Skills Academic Writing LessonEngl Teach Forum200846429 Barbaño González-MorenoMMorenoLDRSuárez VillegasJCMarín ConejoSPanaresePJenny Holzer. Narración Artística, Medios De Comunicación Y Contrapublicidad Desde Una Perspectiva De GéneroComunicación, género y educación2019Dykinson, MadridRepresentaciones y (de) construcciones122127p RumboJDConsumer resistance in a World of advertising clutter: the case of adbustersPsychol Mark200219212714810.1002/mar.10006 KleinNCulture jamming: Ads under attackBrandweek200041282835 Cabello Fernández-DelgadoFInterferencias en la transmisión: Aproximación teórica al culture jammingRazón y. palabra2006491013 KatyalSKSemiotic disobedienceWash. UL Rev.200684489571 Leal-RicoIPapí-GálvezNSánchez-OlmosCWhat Is Subvertising? a Proposal of Delimitation and DefinitionCommun. Today2023141526410.34135/communicationtoday.2023.Vol.14.No.1.4 Becker A, Lukka K (2022) Instrumentalism and the publish-or-perish regime. Critic Perspect Account. https://doi.org/10.1016/j.cpa.2022.102436 Cortés GonzálezAContrapublicidad y valores alternativosRazón y. palabra2009672027 Henderson C (2010) Jamming the Culture?: A Critical Analysis of the Billboard Liberation Front. Dissertation, University of Windsor, Canada Gilman-OpalskyRUnjamming the Insurrectionary Imagination: rescuing Detournement from the Liberal Complacencies of Culture JammingTheory Action20136313410.3798/tia.1937-0237.13019 Önal B (2005) Subvertising versus advertising: A semiotical analysis of the culture jamming act. Dissertation, Bilkent University, Turkey KozinetsRVHandelmanJMAdversaries of consumption: consumer movements, activism, and ideologyJ Consum Res200431369170410.1086/425104 Tortosa Garrigós V (2011) Intermediality, architecture, and the politics of urbanity. CLCWeb - Comparative Literature and Culture 13(3). https://doi.org/10.7771/1481-4374.1809 Campbell-VerduynMCapturing the Moment? Crisis, Market Accountability, and the Limits of LegitimationN Political Sci201739335036810.1080/07393148.2017.1339412 Lambert-BeattyCFill in the blank: culture jamming and the advertising of agencyN Directions Youth Dev20101259911210.1002/yd.341 BorromeoJAAdbusting, critical media literacy in an english for specific purposes (ESP) class and critical thinking skills of partido state university college studentsAdv Sci Lett2016225–61469147210.1166/asl.2016.6646 GallegoJCLa audiencia activa: el consumo televisivo: discursos y estrategias1995MadridCIS Zurita Arthos AS (2011) Análisis del uso de antipublicidad enfocada a la concienciación sobre el consumo de bebidas alcohólicas dirigida a jóvenes universitarios en la ciudad de Quito. Dissertation, Universidad Tecnologica Equinoccial de Quito, Ecuador PowellDCulture jamming the ‘corporate assault’ on schools and childrenGlob Stud Child.20188437939110.1177/2043610618814840 MR Nelson (3972_CR36) 2020; 49 RR Mackay (3972_CR32) 2014; 37 JD Rumbo (3972_CR43) 2002; 19 C Lambert-Beatty (3972_CR29) 2010; 125 3972_CR44 M Barbaño González-Moreno (3972_CR3) 2019 C San Nicolás Romera (3972_CR45) 2004; 66-67 RV Kozinets (3972_CR28) 2004; 31 S Muralidharan (3972_CR35) 2016; 11 F Cabello Fernández-Delgado (3972_CR9) 2006; 49 V Carducci (3972_CR12) 2006; 6 R Gilman-Opalsky (3972_CR17) 2013; 6 3972_CR48 3972_CR49 JA Borromeo (3972_CR8) 2016; 22 JA Sandlin (3972_CR46) 2008; 38 3972_CR31 SK Katyal (3972_CR25) 2006; 84 3972_CR34 A Grigoryan (3972_CR18) 2008; 46 A Cortés González (3972_CR13) 2009; 67 M Pacheco Rueda (3972_CR39) 2009; 3 I Leal-Rico (3972_CR30) 2023; 14 3972_CR38 P Peverini (3972_CR40) 2016; 3 S Binkley (3972_CR7) 2011; 22 3972_CR4 3972_CR1 M Campbell-Verduyn (3972_CR11) 2017; 39 3972_CR21 R Manchado Garabito (3972_CR33) 2009; 55 D Powell (3972_CR41) 2018; 8 D Holt (3972_CR22) 2002; 29 CL de Melo Cordeiro (3972_CR14) 2014; 4 3972_CR6 JC Gallego (3972_CR10) 1995 S Hall (3972_CR20) 1980 H Jenkins (3972_CR23) 2006 H Arksey (3972_CR2) 2005; 8 J Schor (3972_CR47) 2011; 38 H Jenkins (3972_CR24) 2017 N Klein (3972_CR26) 2000 F Novia (3972_CR37) 2018; 3 M Rimmer (3972_CR42) 2008; 5 R Gramigna (3972_CR19) 2013; 13 N Klein (3972_CR27) 2000; 41 F Berardi (3972_CR5) 2003 3972_CR15 3972_CR16 |
| References_xml | – reference: BorromeoJAAdbusting, critical media literacy in an english for specific purposes (ESP) class and critical thinking skills of partido state university college studentsAdv Sci Lett2016225–61469147210.1166/asl.2016.6646 – reference: NelsonMRPowellRFergusonGMTianKUsing Subvertising to Build Families’ Persuasion Knowledge in JamaicaJ Advertis202049447749410.1080/00913367.2020.1783725 – reference: Becker A, Lukka K (2022) Instrumentalism and the publish-or-perish regime. Critic Perspect Account. https://doi.org/10.1016/j.cpa.2022.102436 – reference: SandlinJAMilamJLMixing pop (culture) and politics”: Cultural resistance, culture jamming, and anti-consumption activism as critical public pedagogyCurric Inq200838332335010.1111/j.1467-873X.2008.00411.x – reference: Cortés GonzálezAContrapublicidad y valores alternativosRazón y. palabra2009672027 – reference: Pacheco RuedaMEl discurso disidente de la contrapublicidad verde. Pensar la PublicidadRev Internacional de Investigaciones Publicitarias2009315581 – reference: Cabello Fernández-DelgadoFInterferencias en la transmisión: Aproximación teórica al culture jammingRazón y. palabra2006491013 – reference: KozinetsRVHandelmanJMAdversaries of consumption: consumer movements, activism, and ideologyJ Consum Res200431369170410.1086/425104 – reference: Lambert-BeattyCFill in the blank: culture jamming and the advertising of agencyN Directions Youth Dev20101259911210.1002/yd.341 – reference: KleinNCulture jamming: Ads under attackBrandweek200041282835 – reference: RumboJDConsumer resistance in a World of advertising clutter: the case of adbustersPsychol Mark200219212714810.1002/mar.10006 – reference: CarducciVCulture jamming: A sociological perspectiveJ Consum Cult20066111613810.1177/1469540506062722 – reference: KatyalSKSemiotic disobedienceWash. UL Rev.200684489571 – reference: Moreno López B (2015) De la guerrilla de la comunicación a la comunicación de guerrilla. Conceptualización, análisis de la cuestión y dimensiones estéticas y estratégicas para la comunicación publicitaria. Dissertation, Universidad de Valladolid, España – reference: Abarca Sanchis FJ (2010) El postgraffiti, su escenario y sus raíces: graffiti, punk, skate y contrapublicidad. Dissertation, Universidad Complutense de Madrid – reference: GallegoJCLa audiencia activa: el consumo televisivo: discursos y estrategias1995MadridCIS – reference: Dewhirst T, Kozinets R (2014) You, me, and my ignominy: Anti-tobacco discourse and jammed culture jamming. Anti-consumption Consumer Wellbeing: 85–91 – reference: Tortosa Garrigós V (2011) Intermediality, architecture, and the politics of urbanity. CLCWeb - Comparative Literature and Culture 13(3). https://doi.org/10.7771/1481-4374.1809 – reference: Campbell-VerduynMCapturing the Moment? Crisis, Market Accountability, and the Limits of LegitimationN Political Sci201739335036810.1080/07393148.2017.1339412 – reference: Zurita Arthos AS (2011) Análisis del uso de antipublicidad enfocada a la concienciación sobre el consumo de bebidas alcohólicas dirigida a jóvenes universitarios en la ciudad de Quito. Dissertation, Universidad Tecnologica Equinoccial de Quito, Ecuador – reference: PeveriniPBrand reputation e parodia: strategie di subvertising nel social webCarte Semiotiche20163149160 – reference: MackayRRThe clichéd juxtapositions and pleasing patterns of political advertisingLanguage and Communication201437110011910.1016/j.langcom.2014.02.001 – reference: BerardiFPignattiLMagagnoliMErrore di sistema. Teorie e pratiche di Adbusters.2003MilanFeltrinelli Editore – reference: San Nicolás RomeraCBranding, Subvertising y mercados de la experienciaRev CIDOB d’Afers Internacionals200466-67165181 – reference: Manchado GarabitoRTamames GómezSLópez GonzálezMMohedano MacíasLVeiga de CaboJRevisiones sistemáticas exploratoriasMed y Segur del Trab2009552161219 – reference: Henderson C (2010) Jamming the Culture?: A Critical Analysis of the Billboard Liberation Front. Dissertation, University of Windsor, Canada – reference: Salih J (2019) Getting “Banksied”: Culture Jamming in Practice. Dissertation, Malmö University, Sweden – reference: ArkseyHO’MalleyLScoping studies: towards a methodological frameworkInt J Soc Res Methodol200581193210.1080/1364557032000119616 – reference: NoviaFUsing adbusting technique to improve students’ writing skillLang Educ J201831815 – reference: GramignaRBetween cultural studies and semiotics of culture: The case of culture jammingLexia20131314 – reference: de Melo CordeiroCLConsorteMLNomuraLHSCulture Jamming e as Redes Sociais On-Line como Ferramenta de Mobilização SocialRev Panor Rev de Comun ção Soc201441135144 – reference: BinkleySLittlerJCultural studies and anti-consumerism: a critical encounterCultural Stud201122551953010.1080/09502380802245795 – reference: MuralidharanSSpoofing: social commentary or effective marketing tool? Testing promotion vs. prevention message frames in college students’ fight against obesitySoc Influence201611315116510.1080/15534510.2016.1192061 – reference: HoltDWhy Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and BrandingJ Consum Res.200229709010.1086/339922 – reference: SchorJCombating consumerism and capitalism: a decade of No LogoWSQ: Women’s Stud Q20113829930110.1353/WSQ.2010.0018 – reference: Leal-RicoIPapí-GálvezNSánchez-OlmosCWhat Is Subvertising? a Proposal of Delimitation and DefinitionCommun. Today2023141526410.34135/communicationtoday.2023.Vol.14.No.1.4 – reference: KleinNNo Logo, No Space, No Choice, No Jobs: Taking Aim at the Brand Bullies2000CanadaA.A. Knopf – reference: Lekakis EJ (2020) Adversaries of advertising: anti-consumerism and subvertisers’ critique and practice. 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| Snippet | Subvertising is a communication phenomenon aimed at eliciting a response from citizens to advertising messages, and provides tools to fight back on a symbolic... Abstract Subvertising is a communication phenomenon aimed at eliciting a response from citizens to advertising messages, and provides tools to fight back on a... |
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| SubjectTerms | 4007/4003 4014/4003 Acupuncture Advertising Audiences Communication Consumerism Critical thinking Culture Environmental protection Humanities and Social Sciences Ideology Literacy multidisciplinary Review Article Science Science (multidisciplinary) Social networks |
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| Title | Evolution of studies on subvertising: a scoping review |
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