As reconfigurações do culture jamming no ambiente digital: o caso dos memes anticonsumismo na campanha #antiblackfriday (Brasil)

Abstract

In this article, I discuss the reconfigurations of the phenomenon known as culture jamming, characteristic of the communicative dimension of political consumption, based on the appropriation of Internet memes as a tool to criticize consumption. Through the ethnography of the creation and implementation of the #antiblackfriday campaign, held in 2020 in Brazil as a planned process which deliberately made use of memes, I explore recent reflections on memes as a creative political strategic tool that escapes institutional formalism and is an expression of the politics of everyday life in digital space; I analyze the rhetorical resources mobilized in a polysemic semantic set, and the reactions to the campaign in digital social networks. I argue that the use of Internet memes updates the tactics of culture jamming by appropriating a media format that, in itself, already consists in a remix of the images of the dominant media; and, also, allows a space for the recording of opinions and light conversations, enabling the advancement to a more dialogical dimension that reinforces the political characteristic of the phenomenon.