From grassroots to global action: The role of DIY subvertising in the European citizens’ initiative to #BanFossilAds

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Title: From grassroots to global action: The role of DIY subvertising in the European citizens’ initiative to #BanFossilAds
Authors: Leal-Rico, Inés
Research Group/s: Grupo de Estudios sobre Comunicación Estratégica (E-COM)
Center, Department or Service: Universidad de Alicante. Departamento de Comunicación y Psicología Social
Keywords: Subvertising | DIY | Artivism | Climate advocacy | Enviromental activists | Culture jamming
Issue Date: 13-Nov-2023
Publisher: SAGE Publications
Citation: DIY, Alternative Cultures & Society. 2023.
Abstract: This article examines the relationship between activism and models of creative resistance, specifically focusing on subvertising as a form of DIY artivism, through a case study of the #BanFossilAds campaign. The campaign supports the European Citizen Initiative for a ban on fossil fuel advertising and sponsorships. The study aims to investigate the operational dynamics of this subvertising campaign. Through a visual sociology perspective, a sample of 69 unique images from the campaign was analyzed. The findings reveal the professionalism of the artworks, the activists’ use of media, and the campaign's circulation through digital platforms. By employing creative and subversive tactics, the campaign challenged prevailing discourses and established new narratives related to climate justice, highlighting the significant impact of subvertising and its potential to promote social values. The study also assesses the effectiveness of the campaign's communication strategy and suggests potential areas for improvement.
ISSN: 2753-8702
DOI: 10.1177/27538702231214327
Language: eng
Type: info:eu-repo/semantics/article
Rights: © The Author(s) 2023
Peer Review: si
Publisher version:
Appears in Collections:INV - E-COM - Artículos de Revistas

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