détournement

Détournement is a concept that involves taking existing artistic or cultural elements and repurposing them to create new meanings or critiques. Originating from the Situationist movement in the mid-20th century, it aims to subvert original contexts—like using a familiar image, phrase, or song in a way that challenges its initial intention. This technique highlights social and political issues, encouraging viewers to question the status quo and consider alternative perspectives. By turning established norms on their head, détournement encourages creative dialogue and a deeper understanding of culture.