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Guerrilla communication

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Guerrilla Communication is a strategy that uses unconventional methods to convey a message or promote a cause. This approach often includes public spectacles, street theater, tactical frivolity (like pie-throwing), and various forms of activism[4] such as adbusting, graffiti, hacktivism[2], and reclaiming. It may also involve demonstrations like ‘Real Democracy NOW!’. The main actions in Guerrilla Communication are guided by two principles: distanciation and over-identification. Distanciation involves subtly altering regular representation, while over-identification positively presents taboo aspects. Examples include campaigns by Crispin Porter + Bogusky, and artwork by Banksy. This method is discussed in various books and resources, including Warren Berger’s ‘Advertising[3] Today’, Luther Blissett and Sonja Brünzels’ ‘Kommunication Guerrilla Handbuch’, and Jay Conrad Levinson’s ‘Guerrilla Marketing[1]’.

Terms definitions
1. Guerrilla marketing ( Guerrilla Marketing ) Guerrilla marketing is an unconventional, creative strategy businesses use to promote their products or services. It takes many forms like ambient marketing, which uses physical spaces in public places for advertisements. Ambush marketing leverages events without directly associating with them to boost brand awareness. Stealth marketing, on the other hand, promotes products or services in a secretive manner. Viral marketing motivates individuals to share marketing messages, resulting in rapid growth, while buzz marketing sparks public conversation about a brand to generate buzz.Street marketing, a subtype of guerrilla marketing, uses non-traditional advertising methods in public areas. This strategy includes distributing flyers, creating animations, and hosting roadshows. The goal is to reach a target audience, engage senses, generate intimacy, and establish trust.Guerrilla marketing also integrates social media platforms for online marketing strategies, which can go viral, offering global publicity. This method's impact is significant, with successful campaigns like Coca-Cola's 'Happiness Machine' becoming globally recognized. This marketing approach's success demonstrates the effectiveness of non-traditional, creative advertising.
2. hacktivism. Hacktivism is a term that first surfaced in the mid-90s, coined by Jason Sack and later popularized by Omega, a member of the Cult of the Dead Cow (cDc). This term combines "hacking" and "activism," embodying the use of coding and programming skills to advocate for social change. Its definition varies, with some including cyberterrorism, while others focus on its role as a tool for social change. Hacktivists, who often work anonymously, employ various strategies such as Doxing, DoS attacks, and website defacement. The impact of hacktivism is significant, with the ability to influence political landscapes and affect businesses. Famous examples of hacktivism include networks like Anonymous and WikiLeaks, and tools like PGP encryption software. Despite its controversial nature, hacktivism represents a new form of activism in the digital age.

Guerrilla communication and communication guerrilla refer to an attempt to provoke subversive effects through interventions in the process of communication. It can be distinguished from other classes of political action because it is not based on the critique of the dominant discourses but in the interpretation of the signs in a different way. Its main goal is to make a critical non-questioning of the existing,[clarification needed] for reasons ranging from political activism to marketing. In terms of marketing, journalist Warren Berger explains unconventional guerrilla-style advertising as "something that lurks all around, hits us where we live, and invariably takes us by surprise". These premises apply to the entire spectrum of guerrilla communication because each tactic intends to disrupt cognitive schemas and thought processing.

The term was created in 1997 by Luther Blissett and Sonja Brünzels, with the publication of Kommunication Guerrilla Handbook (originally in German, translated in 2001 to Spanish and Italian). Both pertain to autonome a.f.r.i.k.a gruppe, which includes many people involved in communication guerrillas such as activists and non-artists living in different German peripheries. However, it was used before in 1984 by Jay Conrad Levinson, as a marketing strategy for small businesses.

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