According to Jessica Balmer’s “That’s My Jam”, culture jamming is the act of taking “dominant cultural messages” in mainstream media and creating a parody which in turn exposes the real meaning of the messages. Culture jamming can take many forms such as recreating a companies logo, deforming a billboard and fashion statements. An example indicated by Balmer, is the Black Label beer’s logo being replaced with “Black Labour, White Guilt”. The intentions of culture jamming is to bring awareness to society about “dominant cultural messages” and to create a progressive change in media. This form of media tends to make society think outside the box when viewing a popular ad, by looking beyond the ad to reveal the message behind it. For example,
