Subverting the Spectacle: a Critical Analysis of Culture
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Subverting the Spectacle: A Critical Analysis of Culture Jamming as Activist Performance Submitted by William J E Platt to the University of Exeter as a thesis for the degree of Doctor of Philosophy in Drama In August 2018 This thesis is available for Library use on the understanding that it is copyright material and that no quotation from the thesis may be published without proper acknowledgement. I certify that all the material in this thesis which is not my own work has been identified and that no material has previously been submitted and approved for the award of a degree by this or any other University. Signature…………………………………………………………. 1 Abstract: This thesis is a critical analysis of culture jamming as a form of activist performance that focuses on the relationship between performance, politics and ideology in the context of late-capitalism. Culture jamming is defined here as an overtly theatrical approach to political activism that primarily targets corporate power through the appropriation of the signs and symbols that constitute its branding. Drawing on a range of different examples including Reverend Billy and the Stop Shopping Choir, the contemporary subvertising movement, the Yes Men and Liberate Tate, this thesis explores the way in which culture jamming intervenes in the ideological construction of the real by reintroducing a sense of the political into everyday life. Situating my analysis in relation to Guy Debord’s theory of spectacle and the concept of ‘the performative society,’ I draw on a range of theories from performance and theatre studies, philosophy, critical theory and cultural studies to develop the concept of ‘political force.’ Using this idea as my primary reference point I argue that culture jamming is able to meaningfully challenge the pervasive sense of cynicism characteristic of neoliberalism by transforming our experience of everyday life and, in some cases, producing a sense of the world beyond capitalist realism’s horizons of the thinkable. 2 Table of Contents Acknowledgments 4 Introduction 5 Chapter 1: Towards a Theory of Political Force 28 Chapter 2: Reverend Billy and the Performative Critique of Commodity Fetishism 82 Chapter 3: Subvertising and the Right to the City 122 Chapter 4: The Yes Men and the Political Force of Pranking 170 Chapter 5: Liberate Tate as Vested-Vanguard 210 Conclusion 252 Bibliography 260 3 Acknowledgements This research project could not have been completed without the valuable input and support of other scholars, artists, friends and family. First of all, I’d like to extend my thanks to my supervisors, Patrick Duggan and Stephen Hodge. Their feedback, advice and pastoral support has been constant and invaluable. In particular, I’d like to reiterate my thanks to Patrick for his decision to continue supervising this project whilst working at the University of Surrey. Some of the most significant breakthroughs in my research came out of conversations with my fellow PhD students at the University of Exeter Drama department. In particular, I’d like to highlight the contributions of my colleagues Sharanya Murali, Jon Venn, Aqeel Abdulla, Bec Fraser, Kate Holmes, Gabriel Varghese and Sinibaldo de Rosa, whose advice and unwavering friendship was an enormous source of comfort during some difficult periods. I’d also like to the thank all the staff (past and present) at the Drama department, in particular Kara Reilly, Jane Milling, Evelyn O’Malley, Rebecca Hillman and Michael Pearce, for their brilliant support and guidance during my studies. Special thanks also to all those involved in TaPRA’s Performance, Community and Identity and Performance and the Body working groups for the invaluable feedback I received from them during this project. Finally, and most importantly, I want to thank my parents, Celia and Chris Platt, and my partner, Lindsay Coleman. It is no overstatement to say that this project would not have been completed without the unconditional love and support that I received from them. I am forever in their debt. 4 Introduction This thesis is a critical analysis of culture jamming as a form of activist performance. The term ‘culture jamming’ was first coined by cultural critic, Mark Dery, in 1993 in an article entitled Culture Jamming: Hacking, Slashing, and Sniping in the Empire of Signs (2010). As we shall see throughout this thesis, it is an overtly theatrical and performative approach to political activism that primarily targets corporate power through the appropriation of the signs and symbols that constitute its branding. For Dery, this approach can be understood as a means of both literally and figuratively ‘jamming’ the endless flow of signification that animates the socio-political landscape of late-capitalism by ‘introducing noise into the signal as it passes from transmitter to receiver, encouraging idiosyncratic, unintended interpretations’ (Dery, 2010: n.p). As the communications scholar Christine Harold has suggested, culture jammers pursue these aims by subverting and challenging ‘the marketing rhetoric of multinational corporations’ through practices such as media pranking, corporate sabotage, subvertising and trademark infringement (Harold, 2004: 190). Whilst thinkers like Dery and Harold trace the emergence of culture jamming back to the late 1980s and early 90s – a period coextensive with the emergence of neoliberalism as the hegemonic ideology of Western capitalism (terms that will be discussed in detail shortly) – political theorist Richard Gilman-Opalsky contends that its theoretical and practical underpinnings were first articulated in the late 1950s by the Situationist International – a group of radical thinkers and artists formed in France out of the ashes of the Letterist International – and the well-known concept of détournement (Gilman-Opalsky, 2013: 3). Defined by the group’s most influential theorist, Guy Debord, as ‘the fluid language of anti- ideology’ (Debord, 1983: 208), détournement can be best understood as the 5 subversion of dominant cultural texts through the appropriation and recombination of various textual elements into a new ensemble. As we shall see, each of the case studies discussed in this thesis make extensive use of the détournement in their performance practice; from the anti-consumer ‘retail interventions’ of Reverend Billy and the Stop Shopping Choir (who appropriate evangelical rhetoric as a means of staging a performative critique of commodity fetishism) to the institutional critique of Liberate Tate (whose critique of Tate’s relationship with British Petroleum hinges on the creative appropriation of the gallery’s curatorial practices as a means of reshaping its identity from a position of ‘interstitial distance’). Culture jamming is not a social movement in and of itself, but is a critical sensibility practiced by a confluence of artists and activists. It is an approach to activism characterized by a critical attitude towards the present and is performed through acts of political and aesthetic appropriation. This is the main way in which the term ‘jamming’ is understood in this thesis. However, there are two other understandings of the term that will be deployed elsewhere in my analysis. Firstly, jamming is also used to describe moments of interruption in which activists use performance as a means of literally jamming the various ideological performances that characterize everyday life under late-capitalism. This understanding of jamming informs my discussion of the performances of Reverend Billy and the contemporary subvertising movement in chapters 2 and 3 respectively. Secondly, and related to this, jamming will at times be understood as a process of improvisation in which activists use appropriation as a means of producing new versions of dominant cultural and political texts. Though this understanding of jamming might be readily applied to all of the 6 examples discussed in my thesis it is most explicitly drawn upon in my analysis of the Yes Men’s political pranking in Chapter 4. The understanding of jamming as appropriation might be thought of as analogous to the Situationist concept of détournement. Though I do not consider culture jamming to be a straightforward recapitulation of the Situationist International’s political project it is important to emphasize the extent to which the concept of détournement is linked to the group’s attempt to radically transform the experience of everyday life under capitalism. This political project was carried out in explicit opposition to the alienating logic of the ‘spectacle’ – a mode of capitalist production theorized by Debord that is characterized by the production and consumption of mediatized representations. In the opening statement of The Society of the Spectacle (1983) Debord updates Karl Marx’s famous opening lines of Capital as follows: ‘In societies where modern conditions of production prevail, all of life presents itself as an immense accumulation of spectacles. Everything that was directly lived has moved away into a representation’ (Debord, 1983: 1). Whilst these ‘spectacles’ frequently take the form of images Debord’s theory is more concerned with the way that this mode of production structures social relations and produces a pervasive sense of distraction and critical inactivity. This is why he argues that the spectacle is ‘that which escapes the activity of men, that which escapes reconsideration and correction by their work’ (Ibid: 18). Now, as we shall see in Chapter 1, the form of abstraction described by Debord is a historically