D'etournement; noun, a diversion, to subvert meaning.
D'etournement is the subversion, devaluation and re-use of present and past cultural production, destroying its message while hijacking its impact.
Comics, ads, movies, 'fine art' or even city spaces are manipulated and placed in new and radical contexts (one contemporary example is 'adbusting' or 'subvertising' and culture-jamming).
Some contemporary examples of detournement:
Political Culture
But in the case of hip hop, who's doing the co-opting?
Hip hop culture reappropriating haut couture for Bling Bling!
~or~
high culture hijacking urban vernacular to gain street cred?
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