Popular culture- surfing

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POPULAR CULTURE - SURFING

The consumption of surf culture is a multi billion dollar industry. Primarily it takes the form of surf equipment such as boards, wetsuits, surfing accessories such as wax and leg ropes, sports clothing and paraphernalia such as fashion clothing, surf movies and surfing magazines. Surf culture has become so prevalent that it has been integrated into our daily lives. This is obvious in the words we use and the clothes we wear. Surf culture is accessible to any body that identifies with the values and attitudes of surfers through products and in turn the mass media promotes.

The amount an individual consumes of surfing varies. Anyone who has contact and interacts in the wild world of surfing is a consumer. From governing bodies that patrol the beaches to the casual Sunday surfers, the consumption of surfing is extremely large.

People who consume surfing

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• International surfers (professional or non professional)

• National surfers (professional or non professional)

• People who purchase any surfing branded item.

• The media

• The government

• Any member of the general public who shows a keen interest on the world of surfing.

QUESTION - How do they consume surfing?

Surfing is primarily a coastal phenomenon around the bays and beaches that have "surfable" waves. Local surfers for example the males and females that live in the Manly region who decide to surf at Manly beach regularly, control what happens in the water with the best most radical surfers generally being the most respected. Professional surfers are often used as a form of advertising. When pro tours are on for example the Quicksilver tournaments around the world, many of the surfers are made to wear or are sponsored by the famous brand Quicksilver. This is an excellent technique for selling the surf culture to other consumers as they can see that professionals are wearing the latest in brand designs and are performing well.

The popular culture of surfing has generated billions of dollars just by selling surf brand named products to the general public. Today there are even specific stores designed only to cater for people who are interested in surfing brands such as Mambo, Roxy and Ripcurl.

The media acquire information and recent events that involve surfing. The media then transfers information obtained from sources about surfing and uses this as a tool to inform the general public. Surf culture is now perpetuated through the mass media to promote the products and paraphernalia that has generated a $7 Billion global industry controlled by companies such as Rip Curl, Quicksilver and Billabong across 70 countries

Government bodies have some input into surf culture. Some governments place rules, regulations and restrictions that people involved in the surf culture have to follow. An example of a government body that affects surfing is The Association of Professional Surfers. This association controls surfing events on a global basis.

How has consumption changed?

Consumption of surf culture has changed vigorously in Australia since it has been introduced in 115. Today contact with surf and surf culture is more readily available and easier to access. The use of advanced technology has increased consumption over time. For example the use of computers and internet access makes buying surf products easy to access. Websites such as www.quicksilver.com.au, www.mambo.comand www.ripcurl.com are ways that today's society can consume surfing without leaving the comfort of their own homes. 50 years ago people who consumed surfing (mainly the people who had access to beaches) only had small surf shops to go to and buy mostly surfboards and swimwear from. Surfing "accessories" such as sunglasses, jewelry, and beach bags were never heard of.

Identify associated paraphernalia and products.

The way you look and what you wear is an important part of the surf culture. From the fabulous fifties to the new millennium there has been a great emphasis on the identity of surf culture in Australia and how it is exemplified through clothing, accessories and associated products involved with surfing. These include

• Surf boards- i.e. Malibu's, hand strings, wax

• Swimwear- board shorts, swimming costumes, rash vests, full body suits

• Everyday clothing- brand names from Roxy, Billabong, Hot Tuna and Quicksilver

• Accessories- sunglasses, shell jewelry and hats

In Australia it is estimated that $0 million is spent on accessories, $8 million of surfboards and $ million on wetsuits each year with $0 million being spent on clothing. This indicates that the identification with the surf culture is expressed through the surfer's uniform.

QUESTION - Who decide what is consumed?

In previous times the government had a lot to do with what was consumed and when. For example, the times in which one may attend a beach and surf. In modern day society it is up to the consumer to decide what is consumed and how much they will consume of it.

QUESTION 4- Has technology changed the nature of consumption?

Technology has inevitably changed the nature of consumption with surf culture.

Today the selling of Popular Culture to the youth market fosters multi billion dollar industries on a global basis. These industries use sophisticated technology promote their products and paraphernalia to those who identify with that culture, exploiting the value and belief systems that very culture has developed.

Technology has allowed elite surfers to glide through waves like never imagined before. Tom Blake was the first person to invent hollow boards usually made out of simple sugar wood. Today, due to advanced technological skills, surf boards are made of fiberglass, foam, and wood, where the shape and length of the board are matters of individual preference.

Examine the role of media in consumption and interaction

Since its origin surfers have found it uncool to advertise their culture through mainstream media. Surfing is not publicised on television or in general fashion outlets. The only way media contributes to the consumption and interaction of surfing is through the advertising of movies that show part of the surfing world, updates of the latest music and its paraphernalia. Also the media, for example the news reports each night often have broadcasts of the latest surf tournament. In short, the media plays a minimal role in the consumption and interaction of the surf culture.

Examine the influence of business, marketing and/or advertising.

The marketing strategies associated with surfing have tried to maintain continuity with the surf culture. Since its origin surfers have refused to advertise their culture in mainstream media as it was deemed uncool. This concept has still remained as it is evident that surfing is not publicised via TV or in any regular fashion outlets. Surfers and business owners have tried to maintain the simple lifestyle of surfers and in doing so have ensured that, unlike other cultures, surfing can only be obtained from those who choose to associate themselves with it.

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