Détournement
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A détournement (French: [detuʁnəmɑ̃]), meaning "rerouting, hijacking" in French, is a technique developed in the 1950s by the Letterist International,[1] and later adapted by the Situationist International (SI),[2][3] that was defined in the SI's inaugural 1958 journal as "[t]he integration of present or past artistic productions into a superior construction of a milieu. In this sense there can be no situationist painting or music, but only a situationist use of those means. In a more elementary sense, détournement within the old cultural spheres is a method of propaganda, a method which reveals the wearing out and loss of importance of those spheres."[3][4]
The brand marketing specialist Douglas B. Holt defined it as "turning expressions of the capitalist system and its media culture against itself".[5]
Détournement was prominently used to set up subversive political pranks, an influential tactic called situationist prank that was reprised by the punk movement in the late 1970s[6] and inspired the culture jamming movement in the late 1980s.[5]
Its opposite is recuperation, in which radical ideas or the social image of people who are viewed negatively are twisted, commodified, and absorbed in a more socially acceptable context.