Pirates of the Web: the Curse of Anti-Piracy Advertising

This short video unpacks the discursive contours of a prominent anti-piracy ad and the mashups created in response to it. Fairclough’s critical discourse analysis and Kress and Leeuwen’s guidelines on “reading images” are applied to 58 piracy-related videos uploaded on Youtube in response to MPAA’s “Dowloading is stealing” campaign. We seek to actively include the consumers’ voices in the piracy debate and provide a snapshot of the struggles for meaning taking place on online platforms. Our study shows how the representations and practices of “piracy” merge in acts of subversive creative consumption as consumer infringe on copyrights to resist and play with corporate representations of piracy.


Barbara Culiberg and Domen Bajde (2010) ,"Pirates of the Web: the Curse of Anti-Piracy Advertising", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 734-734 .


Barbara Culiberg, University of Ljubljana, Slovenia
Domen Bajde, University of Ljubljana, Slovenia


NA - Advances in Consumer Research Volume 37 | 2010

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