According to de Certeau, strategies are the overarching framework of the dominant institutions and their objectives (e.g. to discipline or gain profit) and tactics are the individual actions included in everyday activities and how ordinary people use and appropriate the products created by the dominant institutions. One example of this in popular culture is television series.
Television series are produced networks such as the HBO, which is a subsidiary of Time Warner Inc., an American multinational media corporation. They are broadcast over certain channels during specific times and are mostly funded through advertising. In this case, the corporation and the advertisers are the dominant group. Their strategy is to make a profit (and reinforce the existing capitalist regime). The expectation on the viewer is that they will watch the television series in the allocated time slots, watch the advertising and be prompted to buy the advertised goods (and perhaps show merchandise, like DVDs, t-shirts) and continue watching the channel. However, this is not what audience always do.
There are various tactics that viewers can apply that do not align with the goals and strategies of the corporations. To begin with, they may simply ignore the advertisements, instead of being prompted to buy. Secondly, the internet, allows shows to be watched online via streaming sites, or downloaded as torrents. Users actively record, upload and share television series with others. According to Forbes (McGregor, 2014), the popular Game of Thrones series became the most pirated show in history. Although this activity is illegal, it is widely practiced all over the world and allows users to subvert the rules of capitalism. Thirdly, the audience can use television series as inspiration for their own production. For example, there is plenty of fan art of Game of Thrones on websites like the DeviantArt.com, which can be bought and sold, instead of the official merchandise. These are only some obvious ways in which television audience can resist the strategies of the corporations through everyday tactics.
References:
De Certeau M. (2009). The practice of everyday life. Cultural Theory and Popular Culture: An Anthology. Ed. J. Storey. Harlow: Pearson, (pp. 546-557)
McGregor, J. (June 17, 2014) Game Of Thrones Season Finale Becomes Most Pirated Show In History. Forbes. Retrieved June 18, 2014 from http://www.forbes.com/sites/jaymcgregor/2014/06/17/game-of-thrones-season-finale-becomes-most-pirated-show-in-history/
Midnight Media Musings... 