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Wenn User bei der Marke mitreden",{"__typename":83,"timestamp":84,"timezone":85,"offset":86,"time":87},"DateTime",1287639191,"UTC","+00:00","2010-10-21T05:33:11+00:00",{"__typename":83,"timestamp":84,"timezone":85,"offset":86,"time":87},{"__typename":16,"id":17,"name":18,"direction":19},"/blog/culture-jamming-wenn-user-bei-der-marke-mitreden",[92,99,106],{"__typename":93,"tag":94,"attributes":95},"MetaTagValue","meta",{"__typename":96,"name":97,"content":98},"MetaTagValueAttributes","title","Culture Jamming - Wenn User bei der Marke mitreden | Liechtenecker UX Design Studio",{"__typename":100,"tag":101,"attributes":102},"MetaTagLink","link",{"__typename":103,"href":104,"hreflang":13,"rel":105,"media":13,"sizes":13,"type":13},"MetaTagLinkAttributes","http://liechtenecker-cms.liechtenecker-cms.svc.cluster.local/blog/culture-jamming-wenn-user-bei-der-marke-mitreden","canonical",{"__typename":107,"tag":94,"attributes":108},"MetaTagProperty",{"__typename":109,"property":110,"content":81},"MetaTagPropertyAttributes","og:title",{"__typename":112,"id":113,"name":114,"path":115,"status":20,"weight":116,"description":117,"langcode":121,"changed":122,"metatag":125},"TermCategories","8","UX/UI Design","/kategorie/design",0,{"__typename":118,"processed":119,"format":120},"Text","Themen aus dem Bereich Design & User Experience","wp_html",{"__typename":16,"id":17,"name":18,"direction":19},{"__typename":83,"timestamp":123,"timezone":85,"offset":86,"time":124},1713772777,"2024-04-22T07:59:37+00:00",[126,129,133],{"__typename":93,"tag":94,"attributes":127},{"__typename":96,"name":97,"content":128},"UX/UI Design | Liechtenecker UX Design Studio",{"__typename":93,"tag":94,"attributes":130},{"__typename":96,"name":131,"content":132},"description","Themen aus dem Bereich Design & User Experience",{"__typename":100,"tag":101,"attributes":134},{"__typename":103,"href":135,"hreflang":13,"rel":105,"media":13,"sizes":13,"type":13},"http://liechtenecker-cms.liechtenecker-cms.svc.cluster.local/kategorie/design",[137,142,146,150,154],{"__typename":138,"id":139,"name":140,"path":141,"weight":116},"TermTags","300","culture jamming","/tag/culture-jamming",{"__typename":138,"id":143,"name":144,"path":145,"weight":116},"550","gorilla marketing","/tag/gorilla-marketing",{"__typename":138,"id":147,"name":148,"path":149,"weight":116},"773","marke","/tag/marke",{"__typename":138,"id":151,"name":152,"path":153,"weight":116},"776","Marketing","/tag/marketing",{"__typename":138,"id":155,"name":156,"path":157,"weight":116},"866","nestle","/tag/nestle",{"__typename":159,"processed":160,"format":120,"summary":13},"TextSummary","\u003Cdiv class=\"grid-wrapper\">\n    \u003Cdiv class=\"row\">\n        \u003Cdiv class=\"default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3 \">\n            \n\u003Cp>Wenn aus dem (S)Hell-Logo Flammen hervorzüngeln und der Marlboro Man  seinem Kompagnon von Pferd zu Pferd sagt, dass er Lungenkrebs hat – dann ist  das \u003Ca href=\"http://de.wikipedia.org/wiki/Culture_Jamming\" target=\"_blank\" rel=\"noopener noreferrer\">Culture Jamming\u003C/a>.  Bei diesem  Phänomen handelt es sich um eine Bewegung, die gegen die westliche Konsumwelt  protestiert und diesem Protest durch das sarkastische Verfremden von Logos oder  Kampagnen Ausdruck verleiht. Besonders in den vergangenen Jahren hat sich  diese Kunstform im Web verselbstständigt. Es ist erstaunlich, wieviel  kreatives Potential in der Masse steckt, egal ob das jetzt über oder unter der  Gürtellinie angesiedelt ist. Für den Internetuser an sich ist das eine tägliche  Belustigung, für das Unternehmen verlangt es ein grundlegendes Umdenken ihrer  Kommunikationsstrategie.\u003C/p>\n\u003Cp>\u003Cimg src=\"http://images.liechtenecker.at/2010/10/culturebashing.jpg\" alt title=\"culturebashing\">\u003C/p>\n\u003Ch3>Konsumkritik der sarkastischen Art seit 1977\u003C/h3>\n\u003Cp>  Angefangen hat alles im Jahr 1977 als die \"Billboard Liberation  Front\" Werbungen auf Plakatwänden einen neuen \"Touch\" verpasste.  http://www.billboardliberation.com/ Diese Konsumkritik weitete sich dann auf  T-Shirts und Klein-Plakate (insbesondere in Studentenwohnungen) aus. Das Web  intensiviert diese Bewegung und verschafft ihr weitreichende Wirkung: Die  Umweltorganisation Greenpeace zum Beispiel hat Nestle mit ihrem Clip zu den  Gorilla-KitKat soweit in Bedrängnis gebracht, dass sie ihren Anbieter für Palmöl  (\u003Ca href=\"http://www.youtube.com/watch?v=IzF3UGOlVDc\" data-rel=\"lightbox-video-0\" target=\"_blank\" rel=\"noopener noreferrer\">der Stein des Anstoßes\u003C/a>) gewechselt haben. \u003C/p>\n\u003Cp>Culture Jamming ist nur ein Beispiel dafür, dass sich die  Kommunikation zwischen Unternehmen und Kunden in den vergangenen Jahren  drastisch verändert hat. Das Internet wird dabei gleichzeitig zum Antreiber und  Multiplikator: Der Inhalt kann von jedem erstellt werden und findet bei  Gefallen weltweite Verbreitung. Wenn das Unternehmen diese Verbreitung  verhindern will, kann das nur nach hinten losgehen – \u003Ca href=\"http://www.abendblatt.de/kultur-live/article1433815/Greenpeace-gegen-Nestle-Wenn-ein-Netzwerk-zur-Waffe-wird.html\" target=\"_blank\" rel=\"noopener noreferrer\">wie das bei Nestle gut zu  sehen war\u003C/a>. \u003C/p>\n\u003Cp>Das Wirtschaftsmagazin Brand Eins hat zu diesem Thema einen sehr  interessanten Artikel verfasst, der nicht nur gute Beispiele bringt, sondern  auch analysiert, welche \u003Ca href=\"http://www.brandeins.de/archiv/magazin/-1c5e4c18b9/artikel/jeder-ist-ein-werber.html\" target=\"_blank\" rel=\"noopener noreferrer\">Chancen und Risiken\u003C/a> hierbei für Unternehmen bestehen. \u003C/p>\n\u003Ch3>Der Einfluss der Kunden ist nicht zu unterbinden \u003C/h3>\n\u003Cp> Folgendes Zitat aus dem Artikel zeigt genau, womit sich Kommunikation  heute und in Zukunft beschäftigen muss: \"Der zunehmende Einfluss von  Verbrauchern auf Marken und deren Wahrnehmung ist nicht zu unterbinden. Konsum-  und Werbekritik ist schnell erstellt und schnell verbreitet. Und sie ist in der  Lage, das Image einer Marke zu ändern.\" (Arno Lindemann, Geschäftsführer  der Hamburger Werbeagentur Lukas Lindemann Rosinski) Egal in welcher Form ein  Unternehmen also kommuniziert, es muss darauf gefasst sein, dass die Menschen  mehr denn je auf diese Kommunikation reagieren, sie verändern, mit ihr spielen. \u003C/p>\n\u003Cp>Die Auseinandersetzung des Kunden mit der eigenen Marke hat zwei  Aspekte, die man dabei aber auf keinen Fall außer Acht lassen sollte: Erstens  lassen Verbraucher \"mit unechter Werbung ihrer Kritik freien Lauf und  offenbaren Schwächen\", sagt Oke Müller, Group Planning Director der  Agentur TBWA in Los Angeles im Brand Eins-Artikel. Davon abgesehen, dass  niemand es allen recht machen kann, kann Culture Jamming also ein guter  Indikator dafür sein, wo es Verbesserungsmöglichkeiten am Produkt gibt. \u003C/p>\n\u003Cp>Der zweite Aspekt hat eine durch und durch positive Note:  \"Unternehmen bekommen durch Markenparodien Inspirationen und Ideen quasi  frei Haus geliefert\", drückt es Nikolas Frings-Rupp Geschäftsführer der  Werberschule Miami Ad School Europe in Hamburg aus. Die deutsche Tageszeitung  Bild hat diesen Effekt bereits genutzt und ihre Leser unter dem Motto  \"Bild Dir deine Werbung\" aufgerufen, Kampagnen zu entwerfen. 10.000  Arbeiten erreichten die Redaktion und die \u003Ca href=\"http://www.bild.de/BILD/news/leserreporter/bild-dir-deine-werbung/2009/05/28/die-gewinner-von-bild/dir-deine-werbung.html\" target=\"_blank\" rel=\"noopener noreferrer\">Bild-Zeitung\u003C/a> hatten ohne viel Aufwand  sechs neue Sujets. \u003C/p>\n\u003Ch3>Das Fazit\u003C/h3>\n\u003Cp>Unternehmen müssen bereits heute, aber auch in Zukunft, bei  jeglicher Kommunikation (sei es im Web oder bei klassischen  Kommunikationsformen) damit rechnen, dass die Kunden dazu – eher mehr als  weniger – etwas zu sagen haben. Leider mischen sich darunter auch ein großer  Teil sogenannter \u003Ca href=\"http://de.wikipedia.org/wiki/Troll_%28Netzkultur%29\" target=\"_blank\" rel=\"noopener noreferrer\">Trolle\u003C/a> ,  die kommunizieren, rein nur um zu kommunizieren (meist inhaltsleer, unter der  Gürtellinie und am Thema vorbei). Das schreckt viele Unternehmen davon ab,  erstens ins Web bzw. in Soziale Netzwerke zu gehen und zweitens, diese ernst zu  nehmen. \u003C/p>\n\u003Cp>Ja, direkte Kommunikation ist mühsam und es bedeutet einen Mehraufwand  der sich vielleicht am Anfang nicht immer direkt in Verkaufszahlen  niederschlägt. Aber wer von Anfang an eine gute Strategie aufgebaut hat und  sich nicht von ein paar Trollen abschrecken lasst, kann von dem kreativen  Potential der Masse durchaus profitieren – täglich. \u003C/p>\n\u003Ch3>Wer sich ausführlicher zu Culture Jamming informieren will\u003C/h3>\n\u003Cul>\n\u003Cli> \u003Ca href=\"http://www.amazon.de/Culture-Jamming-Das-Manifest-Anti-Werbung/dp/3936086222\" target=\"_blank\" rel=\"noopener noreferrer\">Der Mitbegründer der Bewegung, Kalle Las nimmt in dem Buch  \"Culture Jamming. Das Manifest der Anti-Werbung\" ausführlich  Stellung\u003C/a>\u003C/li>\n\u003Cli>\u003Ca href=\"http://www.culture-jamming.de/teaser.html\" target=\"_blank\" rel=\"noopener noreferrer\">Der deutsche Regisseur David Schwertgen erzählt von unterschiedliche  Aktionen in einem halbstündigen Dokumentarfilm  \u003C/a>\u003C/li>\n\u003Cli>\u003Ca href=\"http://www.greenpeace-magazin.de/index.php?id=keineanzeige\" target=\"_blank\" rel=\"noopener noreferrer\">Eine der bekanntesten Arten von Culture Jamming in Deutschland: Die  Rubrik \"keine Anzeige\" im Greenpeace-Magazin  \u003C/a>\u003C/li>\n\u003C/ul>\n        \u003C/div>\n    \u003C/div>\n\u003C/div>\n\n\n","\u003C!-- This site is optimized with the Yoast SEO plugin v15.7 - https://yoast.com/wordpress/plugins/seo/ -->\n\u003Cmeta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" />\n\u003Clink rel=\"canonical\" href=\"https://legacy.liechtenecker.dev/blog/culture-jamming-wenn-user-bei-der-marke-mitreden/\" />\n\u003Cmeta property=\"og:locale\" content=\"de_DE\" />\n\u003Cmeta property=\"og:type\" content=\"article\" />\n\u003Cmeta property=\"og:title\" content=\"Culture Jamming - Wenn User bei der Marke mitreden - Liechtenecker\" />\n\u003Cmeta property=\"og:description\" content=\"Wenn aus dem (S)Hell-Logo Flammen hervorzüngeln und der Marlboro Man seinem Kompagnon von Pferd zu Pferd sagt, dass er Lungenkrebs hat – dann ist das Culture Jamming. Bei diesem Phänomen handelt es sich um eine Bewegung, die gegen die westliche Konsumwelt protestiert und diesem Protest durch das sarkastische Verfremden von Logos oder Kampagnen Ausdruck verleiht. 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