Spectacular Resistance: The Billionaires for Bush and the Art of Political Culture Jamming

Political theorists and pundits often attribute the malaise that they argue hangs over U.S. politics to the omnipresence of political spectacle, where participants are reduced to spectator-voters rather than engaged as active citizens in the political process. The result, many conclude, is widespread cynicism that stymies collective action. We argue, however, that “spectacle” is not necessarily opposed to political participation, and indeed that the “actor–audience” dichotomy so often employed by political theorists is much too simplistic to describe political activism. In fact, groups such as the Billionaires for Bush use spectacle to advance their message(s) and to inspire political change. These groups have much in common with what media scholars call “culture jammers,” activists who deliberately subvert spectacular images in order to reclaim them. In this paper, we explore how groups we label political culture jammers combat cynicism by replacing the dominant images of politics with provocative counter-images. Through their use of ironic self-presentation and humor, political culture jammers offer an appealing alternative means of invigorating political praxis by complicating the citizen/spectator binary that so many critics invoke.