A turning around, essentially the act of pulling an image out of its original context to create a new meaning. A French word.Quote: Detournement involves "rerouting spectacular images, environments, ambiences and events to subvert their meaning, thus reclaiming them." Kalle Lasn (contemporary Canadian, born Estonia), publisher of Adbusters magazine and web site, and a leading figure within the culture jamming movement since the late 1980s. Culture Jam: How to Reverse America's Suicidal Consumer Binge ? and Why We Must, Quill, New York, 2000, p. 103.Also see culture jamming, incongruity, and photomontage.