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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: • 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 2- 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.
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