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Article: Surfing in the third millennium: Commodifying the visual argot
- Article from:
- The Australian Journal of Anthropology
- Article date:
- January 1, 2002
- Author:
CopyrightCopyright Anthropology Society of New South Wales 2002. Provided by ProQuest LLC. (Hide copyright information)
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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 ...