Jorge Rodriguez-Gerada and Culture Jamming

As Jorge Rodriquez-Gerada explains on his website,, “during the early ´90s, I altered countless billboards and undertook guerrilla performances that called the attention of the media. All of these activities were focused in and around the New York City area. I was one of the founders of the ‘Culture Jamming’ movement, which was the beginning of what later became public space advocacy Street Art.” According to Wikipedia, “culture jamming sometimes entails transforming mass media to produce ironic or satirical commentary about itself, using the original medium’s communication method.” Rodriguez-Gerada is certainly doing that here; he took a preexisting ad and altered it in such a way as to make a statement, causing passersby to stop in their tracks and look at something in a new way.



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