Culture Jamming or Détournement

Détournement appropriates and alters an existing message, advertisement, piece of corporate art or cultural icon and infuses it with new meaning. By injecting artifacts drawn from popular media with radical connotations, subversive and marginalized ideas can spread contagiously.

UC Davis police officer Lt. John Pike began to pop up in some unexpected places after he was captured on film casually pepper spraying students during a peaceful protest, 2011.