What Is Subvertising? A Proposal of Delimitation and Definition

IF 0.8 Q3 COMMUNICATION

Communication Today Pub Date : 2023-04-23 DOI:10.34135/communicationtoday.2023.vol.14.no.1.4

Inés Leal-Rico, Natalia Papí-Gálvez, Candelaria Sánchez-Olmos

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引用次数: 0

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.

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什么是颠覆?划界和定义的建议

作为文化干扰运动框架下的一种现象，对“颠覆”的理解从不同的角度进行了探讨。尽管这两门学科都关注于象征性的游击传播系统，但对企业和广告文化的具体典故划定了颠覆的研究领域。然而，这两种现象似乎是由已经解决这个问题的文献共同分析的，因此用于参考和分析的术语可能是不精确和令人困惑的。本研究旨在厘清文献中有关“颠覆”概念及其行动者的术语。为此，通过之前的范围审查收集了数据，其中找到并分析了253份文件，重点关注1980年至2020年3月之间的颠覆活动。用于指代颠覆活动和实施颠覆活动的行动者的主要术语被提取出来并进行了分类。结果突出了在这一研究领域中使用过多的术语，以及在连接颠覆客体和主体方面缺乏相关性。这一发现的可能后果可能导致学科和出版物转移的标准化问题，特别是在学术界。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Communication Today COMMUNICATION-

CiteScore

1.40

自引率

9.10%

发文量

期刊介绍： Communication Today is an academic journal from the scholarly fields of media studies and marketing communication. The Journal contains professional scientific reflections on the media and media competences; it also offers various academic discourses on the limits of reality, media thinking, new media, marketing and media relations, new trends in marketing (including their types and specifics), psychology and sociology of marketing communication, as well as new knowledge on the structure of media contents, marketing strategies and communication sciences. The professional public is offered an interdisciplinary, focused, targeted discussion. Communication Today is a double-blind peer reviewed academic journal published twice a year. It focuses on theoretical studies, theoretical and empirical studies, research results and their implementation into practice, as well as on essays, interviews with media scholars, professional publication reviews and shorter news articles. Basic sections of the Journal are as follows: Editorial, Theoretical Studies, Research Studies, Reviews and Today, which consists of shorter news articles. The Journal’s Editorial Office also accepts manuscripts of interviews with renowned media scholars and professionals as well as essays. The Journal is registered in the List of Periodical Press at the Ministry of Culture of the Slovak Republic under number EV 3972/10 and its international standard serial number (ISSN) is 1338-130X.