Semiotic and Cultural Sabotage as a Form of Anti-Consumerism

The main topic of this thesis is the use of culture jamming in the anti-consumerist rhetoric of the Adbusters Media Foundation. The aim of the thesis is to examine how the group Adbusters Media Foundation uses culture jamming in its fight against consumerism and to show whether the ideas of anti-consumerism promoted by the group are also acted upon by the group (and its members). To achieve the first part of the objective, a semiotic analysis according to Roland Barthes is used. An analysis of 5 communications by the Adbusters Media Foundation group is carried out at the level of denotation, connotation and myth. The second part of the objective is fulfilled by comparing the ideas presented by the Adbusters Media Foundation group with the actions of this group. The findings of the thesis suggest that the group's messages are very sophisticated and with many hidden meanings. At the same time, however, it was also found that the group itself does not behave unreservedly according to what it preaches.