Editing Détournement (section)

== Examples after the Situationist International ==
In the United States, [[Frank Discussion]] is widely known for his use of détournement in his works dating from the late 1970s through the present, particularly with the [[Feederz]]. The use of détournement by [[Barbara Kruger]] familiarised many with the technique, and it was extensively and effectively used as part of the early [[AIDS Coalition to Unleash Power|HIV/AIDS activism]] of the late 1980s and early 1990s.<ref>{{cite book |last=Crimp |first=Douglas |title=AIDS Demographics |publisher=Bay Press |year=1990}}</ref> Examples of contemporary detournement include [[Adbusters]]' "[[subvertising|subvertisements]]" and other instances of [[culture jamming]], as well as poems composed collaboratively by [[Marlene Mountain]], [[Paul Conneally]], and others, in which quotations from such famous sources as the [[Ten Commandments]] and quotations by [[United States]] President [[George W. Bush]] are combined with haiku-like phrases to produce a larger work intended to subvert the original source.  The comic artist [[Brad Neely]]'s reinterpretation of [[Harry Potter]], ''[[Wizard People, Dear Reader|Wizard People]],'' took [[Warner Bros.]]' first Harry Potter film, ''[[Harry Potter and the Philosopher's Stone (film)|The Sorcerer's Stone]],'' and substituted the original soundtrack with a narration that casts the hero as a [[Nietzschean]] [[Übermensch|superman]].

The concept of detournement has had a popular influence amongst contemporary radicals, and the technique can be seen in action in the present day when looking at the work of [[Culture Jammer]]s including the [[Cacophony Society]], [[Billboard Liberation Front]], [[monochrom]], Occupy Movements<ref>{{cite AV media |url=https://www.youtube.com/watch?v=4JD8jNCQ2gw  |archive-url=https://ghostarchive.org/varchive/youtube/20211211/4JD8jNCQ2gw| archive-date=2021-12-11 |url-status=live|title=John Fawkes Occupied by DoBHi - Stop SOPA |quote=Détournement of Bronzed Historical Icons adorns imaginary John Harvard with a Guy Fawkes mask |date=Jan 15, 2012 |website=YouTube}}{{cbignore}}</ref> and [[Adbusters]], whose "subvertisements" "detourn" [[Nike, Inc.|Nike]] adverts, for example. In this case, the original advertisement's imagery is altered in order to draw attention to said company's policy of shifting their production base to cheap-labour third-world "[[free trade zone]]s". From the late 1970s to the early 1990s health campaigners operating under the name of BUGA-UP (Billboard Utilising Graffitists Against Unhealthy Promotions) revised hundreds of tobacco and alcohol industry billboards around Australia to include satirical and condemnatory messages.<ref>{{Cite web |last=Cadambi |first=Anjali |date=2021-09-30 |title=Billboard Utilising Graffitists Against Unhealthy Promotions (BUGA UP) campaigns against tobacco advertising, Australia, 1978-1994 |url=https://commonslibrary.org/billboard-utilising-graffitists-against-unhealthy-promotions-buga-up-campaigns-against-tobacco-advertising-australia-1978-1994/ |access-date=2025-01-29 |website=The Commons Social Change Library |language=en-AU}}</ref>  However, the line between "recuperation" and "détournement" can become thin (or at least very fuzzy) at times, as [[Naomi Klein]] points out in her book ''[[No Logo]]''. Here she details how [[corporation]]s such as Nike, [[Pepsi]] or Diesel have approached Culture Jammers and Adbusters and offered them lucrative contracts in return for partaking in "ironic" promotional campaigns. She points out further irony by drawing attention to merchandising produced in order to promote Adbusters' [[Buy Nothing Day]], an example of the recuperation of détournement if ever there was one.

Klein's arguments about irony [[wikt:reify|reifying]] rather than breaking down power structures are echoed by [[Slavoj Žižek]]. Žižek argues that the kind of distance opened up by détournement is the condition of possibility for ideology to operate: by attacking and distancing oneself from the sign-systems of capital, the subject creates a fantasy of transgression that "covers up" their actual complicity with capitalism as an overarching system. In contrast, scholars are very fond of pointing out the differences between [[hypergraphics]], "detournement", the [[postmodern]] idea of [[cultural appropriation|appropriation]] and the [[Neoist]] use of [[plagiarism]] as the use of different and similar techniques used for different and similar means, effects and causes.

The [[Neue Slowenische Kunst]] has a long history of aggressive détournement of extreme political ideologies, as do several [[industrial music|industrial music groups]], such as [[Die Krupps]], [[Nitzer Ebb]], [[KMFDM]], and [[Front 242]].

[[Chris Morris (satirist)|Chris Morris]] uses détournement and [[culture jamming]] extensively in his work, particularly in the British television series ''[[The Day Today]]'' and ''[[Brass Eye]]''.