Sep 21, 2010
Author: surfertoday.com/PWA photo
According to Peter Francis Wilinson's thesis for his Master of PHilosophy in Visual and Material Culture at Massey University (Wellington, New Zealand),
"Windsurfing involves a great deal of commitment. Core members arrange their work, their domestic lives, and even where they live in order to be on the water when the conditions are right. This means that core members are not able to pursue economic advancement to the degree dictated by the dominant consumerist culture. My research is designed to answer a number of questions raised by this relationship between subcultural participation and consumerist society. In subscribing to a style of life that requires people to compromise their economic potential, are participants expressing resistance to the dominant cultural values of consumerism, which prizes economic success, particularly expressed as consumption, above all else? How is this resistance consistent with the consumption required to take part? Finally, how does the visual culture of the subcultural advertising mediate this apparent paradox? These questions are explored in this thesis."
The study is titled "Who Needs Money When You Can Go Windsurfing: The Paradox of Resisting Consumerism Through Consumption in a Lifestyle Sport Subculture.' You can download and read the entire work from SURFERtoday.com by CLICKING HERE!
Do you think that Peter Francis Wilkinson has proved academically that "no one needs money when you can go windsurfing?"