Authors
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Inés Leal-Rico
University of Alicante
Author
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Natalia Papí-Gálvez
University of Alicante
Author
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Cande Sánchez-Olmos
University of Alicante
Author
Keywords:
activism, advertising, anti-advertising,, contrapublicidad, culture jammer, culture jamming, subvertiser, subvertising, symbolic subversion
Abstract
The understanding of “subvertising” has been approached from different perspectives as a phenomenon framed within the Culture Jamming movement. Even though both subjects focus on the symbolic guerrilla communication system, the specific allusion to corporate and advertising culture delimits the subvertising field of study. However, it seems that the two phenomena are analysed jointly by the literature that has addressed the subject, so that the terminology used for reference and analysis can be imprecise and confusing. This study aims to clarify the terminology used in literature to refer to the concept of “subvertising” and its actors. For this, data was collected through a previous scoping review, in which 253 documents focusing on subvertising dating from between 1980 and March 2020 were located and analysed. The main terminology used to refer both to subvertising and to the actors who carry it out was extracted and classified. The results highlight an excessive terminology used in this field of study, as well as a lack of correlation in linking subvertising object and subjects. Possible consequences of this finding may lead to a problem for the standardisation of the discipline and publications transfer, especially in the academic world.
Author Biographies
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Inés Leal-Rico, University of Alicante
Inés Leal-Rico is currently a PhD student on the Business, Economics and Society programme at the University of Alicante. Since 2018 she has been an Associate Lecturer at the Department of Communication and Social Psychology at the University of Alicante, teaching the subject Creative Strategy and Conceptualisation in the degree of Advertising and PR. Her lines of research focus on the analysis of the subvertising phenomenon as a social communicative action.
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Natalia Papí-Gálvez, University of Alicante
Natalia Papí-Gálvez has been a Senior Lecturer since 2011, with three six-year research periods. She has been teaching Advertising and PR at the University of Alicante since 2001. She has been Vice-Dean of the Degree in Advertising and Public Relations for 9 years. She has also served as a Coordinator of the Master’s degree in Digital Communication since 2020. She has directed the Chair of Generational Digital Divide since 2020 and the E-COM group. In recent years, her main lines of work revolve around digital skills, gender and generational approach. Her lines of research are mainly two: gender, policies and advertising effectiveness and advertising media research, strategy and planning.
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Cande Sánchez-Olmos, University of Alicante
Cande Sánchez-Olmos has been a Senior Lecturer at the Department of Communication and Social Psychology at the University of Alicante since 2020. Since 2010 she has been teaching Semiotics of Mass Communication on the Advertising and PR degree, has coordinated the Master’s degree in Communication and Creative Industries and she has 12 years of experience between media (El Mundo, Ràdio 9) and cultural management at Fnac. Her main lines of research are cultural and creative industries, discourse analysis and transmedia culture. During the academic year 2022 – 2023 she has been visiting research fellow at the Department of Media, Communication and Cultural Studies at Goldsmiths, University of London funded by the European Union, Next Generation EU, Spanish Government and PRTR.
