Adbusters Media Foundation: An active space for participationWe live in the age of consumerism; we are constantly surrounded by advertisements in our daily environment. On television, in print, on billboards, on the radio, on the Internet and in countless other media, it seems we cannot escape advertising. We are so used to advertisements that most of the time we are unaware of the impact they can have on us. To help us become more aware of the effects of advertising and consumerism, activist groups like Adbusters have helped bring more attention and awareness to how information and meaning are generated and transmitted in our society today. Adbusters is described as a media activist group, that is, a non-profit organization that aims to change dominant thinking by replacing these traditional messages with alternative narratives through various communication practices (The Canadian Press, 2011). Adbusters targets two main areas of resistance, capitalism and consumerism. Its goal is to help us see the truth about our environment behind the shadow of advertisements and big corporations. Adbusters' largest communications medium is their magazine, Adbusters. Adbusters also challenges traditional messages through a practice called “culture jamming.” By taking popular media advertisements, Adbusters challenges corporations and mainstream media by interrupting the consumer experience by revealing the underlying message and meaning of the ad. This essay will demonstrate that through Adbusters' communicative practices, such as the use of technology, print media, culture jamming, and campaigning, the media activist group has a significant impact in moving people from being spectators to that of actors by offering us an alternative... ... middle of paper ......e in a world of advertising clutter: the case of adbusters. Psychology and Marketing: Wiley, 19(2), 127-148.Sandlin, JA (2007). Popular culture, cultural resistance, and anti-consumer activism: an exploration of culture jamming as critical education. Wiley InterScience, 115, 73-82. Sandlin, JA and Milam, JL (2008). “Mixing pop (culture) and politics”: cultural resistance, cultural jamming, and anti-consumer activism as critical public pedagogy. Wiley Periodicals Inc., 38(3), 323-350. Sommer, J. (December 22, 2012). The war against too much of everything. Retrieved from http://www.nytimes.com/2012/12/23/business/adbusters-war-against-too-much-of-everything.html?r=0The Canadian Press. (October 14, 2011). The founders of Adbusters applaud their idea of ​​occupation. Retrieved from http://www.cbc.ca/news/canada/adbusters-founders-cheer-their-occupy-idea-1.1063405