"The battle has only just begun"
Consumer critic Kalle Lasn on his anger and the «mindfucked generation»
Consumer critic Kalle Lasn on his anger and the "mindfucked generation "By Oliver Classen For twelve years, the Adbusters have been the nightmare of every marketing boss. Kalle Lasn, founder and head of the Canadian anti-advertisers (see also the article on page 14), now wants to let his subversive ideas take root in Europe.
In addition to Adbusters, a second media-critical magazine existed in North America until the end of last year. This was called Brill's Content after its publisher and its subtitle warned that "skepticism is a virtue". Adbusters does nothing else in principle, but is steadily gaining circulation.
Kalle Lasn: We were sad to see Brill's Content go, but not surprised. The magazine had two weaknesses: It was mainly journalistic navel-gazing with insider stories, and this in a rather old-fashioned, academic style. Even the most honorable enlightening intentions are of no use if the first flip through the magazine leaves you bored.
Adbusters dresses its consumer and cultural criticism in avant-garde design. Is this youthful fun factor the key to success?
Lasn: Our work is not part of the fun society, but an alternative to it. What sets us apart from most alternative press products is probably the Adbusters-specific mixture of idealistic passion and technical professionalism. We have a message and we know the most efficient way to get it out to the people, namely with our own media and advertising campaigns. This social campaigning and subvertising is always a lot of fun, despite the seriousness of the matter. And this is also reflected in our articles and campaigns.
Since 1989, in addition to Adbusters Magazine, you have also founded the Powershift agency and a foundation for independent media. Where do you get the energy and persuasiveness that you have used to create this network of activists?
Lasn: Out of my unbridled rage. It makes me angry that half a dozen media corporations control over half of all the news and entertainment distributed worldwide. Attention must be drawn to this dictatorship of opinion, using all the tricks of the trade. The mental pollution caused by advertising is no less serious. The fact that Adbusters is not alone in this assessment and has a lot of sympathizers, especially in the communications business, is nice, but not really surprising. After all, more and more people today are aware that our planet is being systematically cluttered with advertising and so-called information. But the people who really know it are those who produce this junk every day, i.e. advertisers and journalists. Together with designers and artists, they form the backbone of our global network.
How many such "culture jammers" ("deniers of consumer culture") do you reach today with Adbusters Magazine and adbusters.org?
Lasn: Our website attracts around 10,000 visitors a day, and the trend is rising rapidly. We currently have around 60,000 registered users who are also recipients of our newsletter. The circulation of the magazine is also exceeding all expectations and currently stands at just under 100,000 copies. We sell three quarters of these in the USA and Canada, and the rest overseas. Most euro-
We have European subscribers in the UK and Scandinavia, but the Netherlands and German-speaking Europe are also growing markets where we want to increase our presence via kiosk sales.
Your organization benefits greatly from the anti-globalization movement. However, it has now passed its zenith.
Lasn: You think so! My impression of the protest front is quite different. Many activists, especially of the younger generation, feel so psychologically abused by their childhood, which was marked by brand dictates and TV terror, that their anger at the consumer society will not fade for a long time. "They mindfucked us. It's time to fuck them back now." This was a memorable motto of the Seattle stone-throwers. The fight against media bullshit, "corporate criminalism" and its devastating effects on the collective psyche has only just begun. Seattle was, so to speak, the storming of the postmodern Bastille. Now the second French revolution is gaining momentum ...
... and has already claimed its first victim in Genoa. Are violence and illegal campaigns such as the Adbusters "Liberating Billboards" campaign legitimate means of social criticism?
Lasn: Every cultural revolution had its violent side. For me, the liberation of billboards, for example, is part of the contemporary spectrum of civil disobedience. We make use of this and occasionally expand it. As for the radical rioters, I think their excesses are a problematic but ultimately integral part of the movement. Without a few broken pieces, bruises and one or two martyrs, such political processes will not go away.
In your view, protest and pacifism are mutually exclusive. But you don't seem to be bothered by the fact that your book "Culture Jam" is published by Rupert Murdoch's Harper Collins.
Lasn: (laughs) We are all walking contradictions and live in a hall of mirrors of compromises and opposites. The fact that my favorite enemy Murdoch, of all people, bought the rights to my first work is, after an initial feeling of disgust, not so unjust. Some subversive ideas travel the fastest and furthest when you send them out into the world as a Trojan horse.
The first Adbusters branch went online in Norway at the end of last year. When will the first German-language branch open?
Lasn: The guys in Oslo started this initiative with the approval, but without any concrete support from our head office in Vancouver. We have no objection to our name and logo continuing to be used. For example, for independent adaptations of our magazine, as they already exist in French and Hebrew. What's more, further internationalization of Adbusters is a top priority. So if there are any interested parties from Switzerland, please let me know.
In addition to Adbusters, a second media-critical magazine existed in North America until the end of last year. This was called Brill's Content after its publisher and its subtitle warned that "skepticism is a virtue". Adbusters does nothing else in principle, but is steadily gaining circulation.
Kalle Lasn: We were sad to see Brill's Content go, but not surprised. The magazine had two weaknesses: It was mainly journalistic navel-gazing with insider stories, and this in a rather old-fashioned, academic style. Even the most honorable enlightening intentions are of no use if the first flip through the magazine leaves you bored.
Adbusters dresses its consumer and cultural criticism in avant-garde design. Is this youthful fun factor the key to success?
Lasn: Our work is not part of the fun society, but an alternative to it. What sets us apart from most alternative press products is probably the Adbusters-specific mixture of idealistic passion and technical professionalism. We have a message and we know the most efficient way to get it out to the people, namely with our own media and advertising campaigns. This social campaigning and subvertising is always a lot of fun, despite the seriousness of the matter. And this is also reflected in our articles and campaigns.
Since 1989, in addition to Adbusters Magazine, you have also founded the Powershift agency and a foundation for independent media. Where do you get the energy and persuasiveness that you have used to create this network of activists?
Lasn: Out of my unbridled rage. It makes me angry that half a dozen media corporations control over half of all the news and entertainment distributed worldwide. Attention must be drawn to this dictatorship of opinion, using all the tricks of the trade. The mental pollution caused by advertising is no less serious. The fact that Adbusters is not alone in this assessment and has a lot of sympathizers, especially in the communications business, is nice, but not really surprising. After all, more and more people today are aware that our planet is being systematically cluttered with advertising and so-called information. But the people who really know it are those who produce this junk every day, i.e. advertisers and journalists. Together with designers and artists, they form the backbone of our global network.
How many such "culture jammers" ("deniers of consumer culture") do you reach today with Adbusters Magazine and adbusters.org?
Lasn: Our website attracts around 10,000 visitors a day, and the trend is rising rapidly. We currently have around 60,000 registered users who are also recipients of our newsletter. The circulation of the magazine is also exceeding all expectations and currently stands at just under 100,000 copies. We sell three quarters of these in the USA and Canada, and the rest overseas. Most euro-
We have European subscribers in the UK and Scandinavia, but the Netherlands and German-speaking Europe are also growing markets where we want to increase our presence via kiosk sales.
Your organization benefits greatly from the anti-globalization movement. However, it has now passed its zenith.
Lasn: You think so! My impression of the protest front is quite different. Many activists, especially of the younger generation, feel so psychologically abused by their childhood, which was marked by brand dictates and TV terror, that their anger at the consumer society will not fade for a long time. "They mindfucked us. It's time to fuck them back now." This was a memorable motto of the Seattle stone-throwers. The fight against media bullshit, "corporate criminalism" and its devastating effects on the collective psyche has only just begun. Seattle was, so to speak, the storming of the postmodern Bastille. Now the second French revolution is gaining momentum ...
... and has already claimed its first victim in Genoa. Are violence and illegal campaigns such as the Adbusters "Liberating Billboards" campaign legitimate means of social criticism?
Lasn: Every cultural revolution had its violent side. For me, the liberation of billboards, for example, is part of the contemporary spectrum of civil disobedience. We make use of this and occasionally expand it. As for the radical rioters, I think their excesses are a problematic but ultimately integral part of the movement. Without a few broken pieces, bruises and one or two martyrs, such political processes will not go away.
In your view, protest and pacifism are mutually exclusive. But you don't seem to be bothered by the fact that your book "Culture Jam" is published by Rupert Murdoch's Harper Collins.
Lasn: (laughs) We are all walking contradictions and live in a hall of mirrors of compromises and opposites. The fact that my favorite enemy Murdoch, of all people, bought the rights to my first work is, after an initial feeling of disgust, not so unjust. Some subversive ideas travel the fastest and furthest when you send them out into the world as a Trojan horse.
The first Adbusters branch went online in Norway at the end of last year. When will the first German-language branch open?
Lasn: The guys in Oslo started this initiative with the approval, but without any concrete support from our head office in Vancouver. We have no objection to our name and logo continuing to be used. For example, for independent adaptations of our magazine, as they already exist in French and Hebrew. What's more, further internationalization of Adbusters is a top priority. So if there are any interested parties from Switzerland, please let me know.
