Surfing in the Third Millennium

Commodifying the Visual Argot

Dados Bibliográficos

ID18982601
AutoresDavid Lanagan (Curtin University, autor correspondente)
Ano2002
Volume13
Fascículo3
Páginas283-291
Data de publicação2002-12-01
Peer ReviewedSim
Open AccessSim
TipoARTICLE
PeriódicoThe Australian Journal of Anthropology (JOURNAL)
Identificadores do periódicoISSN: 1035-8811 • E-ISSN: 1757-6547
EditoraWiley (PUBLISHER • GB)
DOI10.1111/j.1835-9310.2002.tb00210.x
OpenAlexW2028361589
IdiomaEN
Citações recebidas8
Referências citadas7

The practice of surfing has often been at odds with the mores of wider society, to the point where surfers have been described in the media as rotten, long‐haired, unwashed drug addicts, or as jobless junkies. However, in recent years there has been an increase in the popularity of surfing and an increase in the consumption of surfing related commodities. This increase in popularity is largely due to the marketing practices of the business interests that are involved in surfing, which has appropriated its images and sold them to a rapidly expanding and lucrative market. This paper will outline how the commodification of surfing's visual style, and the meanings that are symbolised by this development, have had a three‐fold effect on the sport. First, surfing has been shifted away from the beach into quite different contexts; second, surfing as understood by the wider society has been altered and; third, the commodifying practices of business interests have transferred the symbolic ownership of the sport from surfers to surfing capital

Advertising · Art · Business · Commodification · Economics · Economy · Media studies · Mores · Odds · Political science · Politics · Popularity · Social science · Sociology · Visual arts · Adventure Sports and Sensation Seeking · Law · Sport and Mega-Event Impacts · Sports, Gender, and Society · Marketing

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