Is such reportage a useful addition to the public sphere or not? Yes it is a very useful addition to get audiences’ attention in the open public. Recently, Rob Ford, the Toronto mayor admitted to the public that he had used crack cocaine during a “drunken stupor”. The news spread out rapidly, and the media starting making jokes and parody videos about him on YouTube. For example, there is a spoof trailer called “Rob Ford the Movie”, staring Chris Farley telling the story of Rob Ford in an imprudent and juvenile way. “Culture jamming techniques can also be used simply to be clever or funny, without a political motive” Media and Society, 5th Edition, O’Shaughnessy M. & Stadler, J (pg. 214). This is exactly what Chris Farley was trying to do, making fun of the Toronto mayor by remaking the videos of Rob Ford using crack cocaine at his so called “friend’s house”, which we all know that the guy in the leaked video was a drug dealer.
More people are accepting the facts that culture jamming is more entertaining than the real news. Why? It is because the real news does not catch audience attention. For example, Apple just released their latest iPad Air, iPad Mini Retina, iPhone 5S & 5C. Apple executives have to come out and advertise their products. Apple is pretty much using the exact tactics to advertise their products. On the back of every Apple product, it writes “Designed in California, assembled in China”. There were graffiti campaigns conducted by anti-apple product activists “don’t buy apple products, their products were manufactured in China, and Chinese workers received less pay and longer working hours”. “People have to make a living and if they are doing so in environmentally friendly ways it is a positive step” Media and Society, 5th Edition, O’Shaughnessy M. & Stadler, J (pg. 225). Certainly, Apple Corp needs to make profits by selling their products. On the Apple website, Apple had stated all of their products are made from environmentally friendly materials, reduced carbon footprint and progress every year. Well, that phrase catches consumer’s attention and makes them think, “Hey, apple is using green materials to produce their products, we should support them”. This is how Apple takes advantage of potential consumer’s psychological feelings. There is a picture of an Apple logo with a text stated “Appearance Costs”. That is correct, consumers are paying high prices just to have a product with an apple logo.
The media has effectively used culture jamming techniques to create news stories that sound more entertaining to greater catch the attention of their audience. This builds further support for them and increases their ratings. Parodies of news stories like the Rob Ford scandal can gather more views and produce higher ratings compared to showing the story normally. Another example is where Apple products are marketed to appeal to their consumers based on functionality and environmental sustainability. However, news about their mass production in China has a negative impact on them as well.
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