Tactical media is a term coined in 1996, to denote a form of

media activism Claudia Romina Sánchez Del Real Media activism is a broad category of activism that utilizes media and communication technologies for social and political movements. Methods of media activism include publishing news on websites, creating video ...

that privileges temporary interventions in the media sphere over the creation of permanent and

alternative media Alternative media are media sources that differ from established or dominant types of media (such as mainstream media or mass media) in terms of their content, production, or distribution.Downing, John (2001). ''Radical Media''. Thousand Oaks, ...

outlets.

Examples

Tactical media projects are often a mix between art and activism, which explains why many of its roots can be traced to various art movements. It has been suggested by tactical media theorist Geert Lovink that "discourse plus art equals spectacle", reflecting its striking and memorable nature. Although there are no strict mediums through which it operates, tactical media can often have very high aesthetic value, adding to its "spectacle" and reinforcing some of its artistic roots.

GWbush.com

In 1998, computer programmer and political activist

Zack Exley Zack Exley (born December 5, 1969) is an American political and technology consultant. Early life and education Exley was raised in West Hartford, Connecticut. He studied abroad at Shanxi Normal University before earning his B.A. in Social Th ...

purchased a domain and created a website titled GWbush.com. He invited the group RTMark (pronounced Art Mark) to build a copy of

George W. Bush George Walker Bush (born July 6, 1946) is an American politician who served as the 43rd president of the United States from 2001 to 2009. A member of the Republican Party, Bush family, and son of the 41st president George H. W. Bush, he ...

's official website, as they had done for some corporate websites. Later,

changed the website to be a more mainstream satire (drawing criticism from RTMark), posting a fake press release from the Bush campaign announcing a promise to "pardon all drug prisoners as long as they've learned from their past mistakes". In the midst of Bush's campaign for office, the website not only received millions of hits, but also received coverage from such organizations as

ABC News ABC News is the news division of the American broadcast network ABC. Its flagship program is the daily evening newscast ''ABC World News Tonight, ABC World News Tonight with David Muir''; other programs include Breakfast television, morning ...

, ''

USA Today ''USA Today'' (stylized in all uppercase) is an American daily middle-market newspaper and news broadcasting company. Founded by Al Neuharth on September 15, 1982, the newspaper operates from Gannett's corporate headquarters in Tysons, Virgi ...

'' and ''

Newsweek ''Newsweek'' is an American weekly online news magazine co-owned 50 percent each by Dev Pragad, its president and CEO, and Johnathan Davis, who has no operational role at ''Newsweek''. Founded as a weekly print magazine in 1933, it was widely ...

''. This phenomenon can be classified as tactical media because of its conformance to its corresponding criteria.

Tactical air force

In 2000,

Mexico Mexico (Spanish: México), officially the United Mexican States, is a country in the southern portion of North America. It is bordered to the north by the United States; to the south and west by the Pacific Ocean; to the southeast by Guatema ...

Zapatista Army of National Liberation The Zapatista Army of National Liberation (, EZLN), often referred to as the Zapatistas (Mexican ), is a far-left political and militant group that controls a substantial amount of territory in Chiapas, the southernmost state of Mexico. Since ...

social movement decided to launch a "tactical air force". The Zapatistas' air force consisted of hundreds of paper airplanes. After throwing the planes over the fence of a federal barrack, confused troops were quick to point their rifles at the paper intruders, creating an image that conveyed a very strong message of peace versus war—the target ultimately being the government.

Comparisons

It has often been compared to

culture jamming Culture jamming (sometimes also guerrilla communication) is a form of protest used by many anti-consumerist social movements to disrupt or subvert media culture and its mainstream cultural institutions, including corporate advertising. It att ...

, as both use many of the same techniques in an attempt to occupy the public space controlled by mass media. Where the two practices differ is in their way to obtain this public space; while culture jamming consists of a response to the dominant practices within it, tactical media uses the dominant practices in order to penetrate it and become part of it. Tactical media has also been compared to

. It differs from the latter by its manner in dealing with mass media where alternative media does not seek to infiltrate the dominant by a quick tactic; it attempts to oppose it by proposing what its name suggests: an alternative to the dominant.

Organizations

* Critical Art Ensemble * Institute for Applied Autonomy * RTMark * subRosa * Telestreet *

The Yes Men The Yes Men are a culture jamming activist duo and network of supporters created by Jacques Servin and Igor Vamos. Through various actions, the Yes Men primarily aim to raise awareness about problematic social and political issues. To date, t ...

Mídia Tática Brasil

References

Sources

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