‘The performative surprise’: parody, documentary and critique

Can parody help us to ‘re‐imagine’ the organizations and institutions we live with (Du Gay 2007 Du Gay, Paul. 2007. Organizing identity: Persons and organizations after theory, London: Sage. Crossref , Google Scholar, 13)? Or, like many forms of critique, does parody risk being incorporated: becoming part of the power it aims to make fun of? In this paper, drawing on Judith Butler’s work, I argue that certain circumstances enable parody to destabilize hegemonic, taken‐for‐granted institutions (Butler 1990 Butler, Judith. 1990. Gender trouble: Feminism and the subversion of identity, London: Routledge. Google Scholar). I explore these ideas through a reading of the Yes Men documentary (Tartan Video 2005 Yes Men. 2005. “Directed by Chris Smith, Dan Ollman and Sarah Price”. Tartan Video. Google Scholar). This film features a series of humorous representations of the World Trade Organization (WTO). I show how these act to denaturalize and effectively critique this dominant force in global trade. This paper discusses the value of parody for helping us to re‐think and re‐make particular institutions and organizations. In doing so, I point to the importance of creating a spectacle in which parody can travel beyond its immediate location, so that it can reach ever newer audiences with its ‘performative surprise’ (Butler 1990 Butler, Judith. 1990. Gender trouble: Feminism and the subversion of identity, London: Routledge. Google Scholar, xxvi). I suggest that the rise of the Internet and inexpensive documentary techniques offer interesting new ways for achieving this.