détournement

Détournement is a practice in political and artistic contexts that involves reusing elements of preexisting media—texts, images, sounds, or film footage—by altering them to change their meaning and subvert the original message. The aim is to hijack familiar cultural material to critique dominant ideologies or power structures and to propose alternative readings. It is distinct from simple parody; it seeks to transform the signified by recontextualizing or juxtaposing it with new content.

Origins and development are linked to the Situationist International, active in the 1950s and 1960s in Paris and beyond. The term and its practice were popularized by members such as Guy Debord and his colleagues, who argued that détournement could undermine the “spectacle” of capitalist society by turning media artifacts against themselves. The technique drew on earlier avant-garde approaches like Dada and Surrealist collage, but it emphasized political impact, urban intervention, and the transformation of everyday life.

Techniques and applications include altering slogans, inserting new captions, reediting films, and reconstructing found images into new collages. It also encompasses the adaptation of advertising or mass media to reveal contradictions, often through juxtaposition or irony. Détournement is widely used in posters, street art, film remixes, and online culture, where culture jamming seeks to challenge consumer narratives and institutional authority.

Impact and legacy vary: the approach has influenced contemporary art, media theory, and political activism, reinforcing a tradition of critical appropriation. It raises questions about authorship and copyright, but remains a recognizable method for exposing ideology and provoking public reflection.