Rethinking subvertising in the digital age: definition, functions and future perspectives

Abstract

Subvertising remains a little-explored and ill-defined phenomenon, requiring clarification through theoretical analysis. This study proposes establishing a definition and conceptualisation for this practice, understanding how it is used, and offering predictions as to how it may evolve. Some areas of uncertainty are identified through a prior systematic search, enabling the selection of variables to be researched. A panel of experts is convened, consisting of 10 international experts from the theoretical and practical fields, and the methodology is followed in order to address and clarify the variables identified. The results reveal consensus on the definition of subvertising and on its nature, conceptualisation, means of circulation, utilities, female participation and perspectives on how it may evolve. It can be concluded that subvertising is an activist practice that is useful for a range of individuals and groups, including activists, brands and general society. Despite being strongly influenced by digital communication and social media, it is still a practice linked to urban spaces. Its future utility is projected in terms of social and particularly environmental issues. The experts state the need for the phenomenon to adapt to the ever-changing world of advertising in order to ensure its survival and strengthen how it is used.