Cultural Jamming is an idea supporting anti-consumerism that aims to disrupt and undermine the media culture and the areas where it is being utilized including the corporate advertising. Culture jamming is often used as a means to “subvertising”, i.e. making parodies of the existing corporate advertisements by either altering their existing logos and ads or creating new images that target the best known brands among the many. According to culture jammers, it intends to emphasize the personal freedom of consumers and the domination of society instead of domination of corporations and brand names.
One of the culture jammers depicted in the short clip from Jill Sharpe’s video Culture Jam rightly defines the idea of culture jamming as, "The way to protect yourselves in insidious corporate culture is to take the classic expressions of that corporate culture and add a little twist that redefines their meaning in a revolutionary direction and send it back in their faces." Culture jamming techniques include transforming logos, remaking advertisements and alter the fashion statements in an ironic and humorous way, using the same communication medium, which attempts to take out the hype and restore the human mind to its original unbiased state. According to culture jammers this can bring a major change in this age of globalization as viewers realize that they have been fooled by the insidious corporate culture.