Kultuuriuuringute ja kultuurisemiootika piiril: kultuuritõkestuse juhtum
Between Cultural Studies and Semiotics of Culture: The Case of Culture Jamming

Summary/Abstract: The aim of the present work is to set forth a comparative analysis between two fields of study, namely, cultural studies and cultural semiotics. Although both disciplines traffic with „culture” as a complex object of study, theoretical and methodological differences, as well as the historical development of their formation, set them apart. The current paper seeks to explore the existing theoretical differences and potential similarities that unite and divide these two fields of study. Cultural studies is engaged in an ongoing self-description as discipline. The latter, in the acceptation of the Tartu–Moscow School, has set forth a theoretical approach that might be able to provide a metadisciplinary methodology that could unify humanitarian disciplines dealing with „culture”. Furthermore, this work presents, as a specific case study, the phenomena of ‘culture jamming’ and focuses on the techniques used by interpreters in order to sabotage and subvert corporate advertisements, messages and logos. Taking up the two perspectives of cultural studies and semiotics of culture, different levels of analysability are demonstrated in respect to the same object of study, namely, the practice of „subvertising”.

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