Adbusters Representations
This image subverts the typical identification of gender through the use of an androgynous person. This can be clearly seen in the image with the person seemingly showing a lack of gender. I think that this subverts stereotypical gender notions because the person in the image isn't sexualised, nor does it objectify the person in the image. I also think that the person in this image subverts typical gender norms by not conforming to a typical male or female look. They have an incredibly symmetrical face, including the hair looking completely mirrored. Notably, they also have no eyebrows, which are usually a stereotypical and defining feature between male and female. Males typically have thicker eyebrows, while female eyebrows are more elegant and refined.
This image features a group of people, supposedly workers or refugees, behind barbed wire, screaming. This is mirrored with a female model's legs in the bottom half of the image, where the male's legs would have been. This model is obviously seen as quite stereotypical and sexualised, and this is because she is a runway model, and they typically wear revealing clothing and are sexualised by audiences, the term 'model' showing this in and of itself. It can also be noted that stereotypes are conformed to in this set of images, a runway model is seen as faceless and quite literally a 'pair of legs', showing objectification from the fashion industry, as well as the group of people in the top half of the page showing the typical view of refugees or workers, as this style of image is seen a lot. Furthermore, it could be implied that the workers at the top put their hard work and effort into creating clothes or the materials for them, only for the model to wear them and take the credit for it. This could subvert a typical view and challenge it through way of showing the workers on top, literally and theoretically, showing that these are the faces responsible for the clothes the model wears, and they should take credit as such.
What is the ideology / ethos of Adbusters?
The overall ideology of Adbusters magazine is to highlight different problems and ideas in the current climate of the media. They also have a very anti-consumerism and anti-consumerist overlook present in their magazine, often ridiculing brands over controversies through the use of culture jamming.
Adbusters doesn't run traditional advertisements in their magazines. Instead, they mock other brands, and talk about more sensitive topics, often using uncensored, graphic photographs, such as the devastating effect of a drone strike on innocent children caught in the attack. The fact that these are uncensored is subversive by nature, and this is because most magazines or newspapers, 'The Sun' for the example would censor or not show such images.
Adbusters interacts with its audience through Adbusters putting out content and the audiences sending 'fantail', ideas and images, which may be featured in the magazine. This has created a close community of around 100,000 'culture-jammers', as Kalle Lasn (Adbusters founder) would call them.
How does the website reinforce the brand identity of the magazine?
The website continues much of the same of what was started from the magazine, though this is more accessible because it is free and also more people use the internet for everything in recent times so it would make sense to continue the brand through online methods. The website also features articles in the forms of small pictures and vague captions, you need to click the image to be taken to the article, this is much like the magazine in the essence that you have to be 'aware' and in the know.
Is there a clear 'house style' that is evident across the magazine and the website?
There is no set style because it is in the nature of Adbusters to subvert the norm and be nonconformist. Of course, it still contains articles and images much like a normal magazine would, but they are applied in a complete different way. In Adbusters, uncensored and dramatic images are usually used to present points and illustrate corruption. The website isn't much different too, featuring quotes and a very anti capitalist message.
What does the website offer that is different from the content of the magazine?
The website features different links, such as an email sign up, and merchandise. The mere at the time of writing this are for the 'The Blackspot Unswooshers', shoes that are made to go against Nike, hence the 'Unswoosh'. The tagline for these shoes are 'Let's put Nike out of business'. As well as this, there are ways to donate, look at back issues, the Adbusters Manifesto, and various social media links.
How does the website extend the brand (e.g. through videos, merchandise etc.)?
The website manages to extend the brand through methods similar as the ones discussed above. For Adbusters, its all about starting a cultural movement because they believe that much can be achieved if dedicated people's minds are put together, in an anti-consumerism fashion. The website also features a 'Culture Shop', which features many back issues and various pieces of merchandise, such as the 'Corporate America' flag, and bundles of various significant issues.
How does your magazine use social media (e.g. to market the latest edition or offer additional content)? // How can readers interact with the magazine through the website and social media?
Looking at some of the social media, they share many different pieces of media, and interact with their fans through social media. Through twitter, for example, they retweet and 'like' different things that are sent to them from fans, and this is the same for their other social media pages. Readers can interact by culture jamming, sending in their opinions, and generally being involved with the brand itself, and spreading awareness. The culture-jammer network is 100,000 strong.
I think that it is important for print magazines to have social media influences and an online presence. This is because as a medium in itself, print magazines have certain costs associated with them, and in many countries the magazine itself may be unavailable or banned, or they outright cost too much for some people to afford, as the magazine is £11.99. Using social media, people can easily access the Adbusters website and get informed through that. Even if they do not have a computer, there are still places like public libraries which have computers and wifi connections to use, and some may even have back issues of the magazine within. This can be seen on the website, as there is a link to join the culture jammer network, which may be desirable to some people, considering there are already over 100,000 people subscribed via email.
A social media influence also allows interaction through the audience, and this also allows the company to create a brand image for itself through the fans perception of the brand. Allowing the audience to communicate directly to Adbusters is crucial for building a loyal network of fans, as this allows the fans to contribute material towards the magazine, which helps both the fans get their say, as well as giving Adbusters content for the magazine. A pertinent example of this is their twitter feed, as fans can send through images they've found or made for them to be retweeted. Fans can also buy merchandise or donate through links provided through the website, and although Adbusters is a 'not-for-profit' brand, they benefit greatly for money made, as it shows people are interested and it allows them to make more magazines and hire more people for them, as well as donating to various campaigns and causes.
Campaigns:
Occupy Wall Street:
- The goal was to occupy Wall Street, and bring a tent, this was the only demand that was mentioned on the poster, the rest was up to the participants
Buy Nothing Day:
- Refuse to give into the excess and spend a day buying nothing, there were other parts to this day such as:
- Flying the Buy Nothing Day poster
- Credit Card Cut Up
- Zombie Walk
- Jesus Walk
- Whirl-Mart
- Participate By Not Participating
There was an anti-semitic controversy with the radical magazine occasionally containing anti-Semitic elements. Quote from Adbusters: "While anti-Semitism is not part of their overarching message or mission, Adbusters makes no apologies for spreading Jewish conspiracy theories and promoting offensive analogies to the Holocaust"
The adbusters brand is extended by many other outlets, these include the Blackspot Unswooshers, the 'most eco-friendly shoes on the planet'. There is also the different social media platforms featured on the website: Twitter, Facebook, Instagram, and Youtube. There is also different campaigns, such as the Buy Nothing Day, the abillionpeople.org, #BlackPoppy, and Occupy Wall Street. These campaigns spread awareness to people outside of the magazine, as a large cultural movement / protest will not go unnoticed on social media, therefore spreading more awareness to more people, and maybe piquing people's interest and creating more culture-jammers.
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