A détournement is a technique developed in the 1950s by the Letterist International, and consist in "turning expressions of the capitalist system against itself." Détournement was prominently used to set up subversive political pranks, an influential tactic called situationist prank

Situationist prank

Situationist prank is a term used in the mass media to label a distinctive tactic by the Situationist International, consisting of setting up a subversive political prank, hoax or stunt; In the terminology of the Situationist International, stunts and media pranks are very similar to situations...

 that was reprised by the punk movement in the late 1970s and inspired the culture jamming

Culture jamming

Culture jamming, coined in 1984, denotes a tactic used by many anti-consumerist social movements to disrupt or subvert mainstream cultural institutions, including corporate advertising. Guerrilla semiotics and night discourse are sometimes used synonymously with the term culture jamming.Culture...

 movement in the late 1980s.

In general it can be defined as a variation on a previous media work, in which the newly created one has a meaning that is antagonistic or antithetical to the original.