5/18/14 1 “The Performance of Sporting Subcultures” David L. Andrews Physical Cultural Studies Program Department of Kinesiology KNES 287 Sport and American Society: Module 3 Topic A Module 3 Collectivities and Spaces, focuses on the socio-spatial organization of sport and physical activity. It examines both the social groupings through which sport and physical activity are organized, and the cultural geographies (spatialities) which inform this experience. In this module we focus on various spatial dimensions of sport and physical culture collectivities (collective groupings). These range from subcultures, to city/metropolitian contexts, to understandings of community range from towns to nations, and to the global aspects of contemporary sport and physical culture. Neil Smith’s (1992) Typology of Geographical Scales What is a Subculture? Theme 1: A subculture is a group of people with their own distinct culture that distinguishes/differentiates them from the dominant/mainstream culture, and from other subcultures. Dominant Culture Subculture Subculture Subculture Subculture Subculture Subculture Subculture Subcultural identity is the individual expression of an affinity/ membership of a particular grouping which, simultaneously distinguishes the individual from other individuals and groupings. Source: Wheaton, B. (2000). "Just do it": Consumption, commitment, and identity in the windsurfing subculture. Sociology of Sport Journal, 17(3), 254-274.
Transcript
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!“The Performance of !Sporting Subcultures”!
!!!!!!!
David L. Andrews !Physical Cultural Studies Program!Department of Kinesiology!
KNES 287 Sport and American Society: Module 3 Topic A!
Module 3 Collectivities and Spaces, focuses !on the socio-spatial organization of sport and physical activity. !!It examines both the social groupings through which sport and physical activity are organized, and the cultural geographies (spatialities) which inform this experience.!!
In this module we focus on various spatial dimensions of sport and physical culture collectivities (collective groupings).!!These range from subcultures, to city/metropolitian contexts, to understandings of community range from towns to nations, and to the global aspects of contemporary sport and physical culture.!
Neil Sm
ith’s (1992) Typology of Geographical Scales !
!!
What is a Subculture?!
Theme 1:!
A subculture is a group of people with their own distinct culture that distinguishes/differentiates them from the dominant/mainstream culture, and from other subcultures.!
Dominant!Culture! Subculture!
Subculture!
Subculture!
Subculture!
Subculture!
Subculture!
Subculture!
Subcultural identity is the individual expression of an affinity/membership of a particular grouping which, simultaneously distinguishes the individual from other individuals and groupings.!
Source: Wheaton, B. (2000). "Just do it": Consumption, commitment, and identity in the windsurfing subculture. Sociology of Sport Journal, 17(3), 254-274.!
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Subcultures can be based around (a combination of) the following dimensions: !
Generation!
Location!
Risk!
Gender!
Ethnicity!
Class!
Religion!
Sport!
Style!
Culture!Music!
Subcultural Groupings!
Hippies!Bikers!
Riot Grrrls! Fascist Groups!
Bronies!
Insider/ Outsider Status!
The degree to which an individual exemplifies/performs the various subcultural commonalities, determines their perceived subcultural authenticity, insider status, and group membership.!
Subcultural!Insider!
Subcultural!Outsider!
How are subcultural groupings/boundaries formed? Through a COMMITMENT TO, and EXPRESSION OF common factors such as:!
- values and ideals!- personal style/aesthetic!- cultural preferences!- language codes and expressions!- bodily practices and behavior!
There are many types of SPORT SUBCULTURE, but they can be divided into two groups:!!1. Spectator/Supporter Based ! Subcultures!!2. Participant Based Subcultures !
!!!
Spectating [Fandom] Sporting Subcultures
- values and ideals!- personal style/aesthetic!- cultural preferences!- language codes and
expressions!- bodily practices and
behavior!Football/Soccer Hooligans
Football/Soccer Hooligans
WNBA Lesbian Fans
Dead Tree Crew
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- values and ideals!- personal style/aesthetic!- cultural preferences!- language codes and
expressions!- bodily practices and
behavior!
Participatory Sporting Subcultures
BASE Jumpers Masters Swimmers
Ultramarathoners
Bicycle Messengers Gay Rugby Players
Subcultures largely define their identity/!sense of coherence and belonging through their “relationship of difference” with MAINSTREAM culture.!!Depending on their precise nature, and in relation to mainstream culture, subcultural groups can thus be considered one or more of the following:!!! COUNTER!
RESISTANT!DEVIANT!INCORPORATED!
Roller Derby Subculture!
“aggressive contact sport with theatrical edge”!Source: Carlson, J. (2010). The Female Signifiant in All-Women's Amateur Roller Derby. Sociology of Sport Journal, 27(4), 428-440. !
Texas Roller Derby!
See Video Clip 1
Roller Derby offers a subcultural sporting space, within which it is possible to express alternative expressions of embodied femininity to that (emphasised femininity) associated with traditionally female sporting practices.!!“They do not eschew femininity entirely but rather productively draw on the tensions of femininity in the context of sports to display themselves as threatening, aggressive, and fearless derby girls.” !!!!
Source: Carlson, J. (2010). The Female Signifiant in All-Women's Amateur Roller Derby. Sociology of Sport Journal, 27(4), 428-440. !
See Video Clip 2
Gay Sport Subcultures and Progressive Cultural/Political Resistance !
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Gay Sport Subcultures: !Progressive Political Resistance?!
!!
Alternative/“Lifestyle” Sporting Subcultures!
!
Theme 2:!
Many contemporary sporting subcultures are quite literally ALTERNATIVES to the DISCIPLINING CONSTRAINTS of TRADITIONAL SPORTING ACTIVITIES.! !
!"the body becomes a useful force only if it is…a [controlled, docile and] productive body" !!!
Foucault, M. (1977). Discipline and punish: The birth of the prison (p. 26). New York: Pantheon Books.!
According to Foucault, modern societies need to be able to control its population:!
Physical Education as Disciplinary Institution!
Training healthy, productive, and obedient citizens.!
Team sports represent perhaps the best example of how individual bodies are presently DISCIPLINED:!!
IN and THROUGH SPORT!
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Team Sport as Disciplinary Institution!
Disciplining the body/mind according to the rules and requirements of modern capitalist society.!
- Playing according to social rules and regulations!
- Learning cooperation and teamwork!
- Acknowledging and accepting role!
- Suppression of individual in favour of collective good !
- Conforming to leadership and authority!
- Exposure to competition and competitive ethos!
!
Team Sports Disciplining Function!
[Social] Education of and Through the Physical!
From the 1960s onwards, the highly regulated and individually constraining individual sport forms proved to be at odds, for some, with the individualized nature of contemporary society. !!
!!!!
1960s Counterculture! Emergent Consumer!Culture!
A culture of expressive individualism came to prominence which proved a stark contrast to the collective conformity of the 1950s!
Devereaux, E., Kleiber, D., & Gluck, D. (1976). Two ball games.!
Sandlot Baseball !!Little League Baseball !!
- child-centered!
- informal and impromptu!
- playful and expressive !
- NEGOTIATED social world!
- CREATIVE bodies!
- FUN?!
- adult-centered!
- formal and scheduled!
- regulated and repressive !
- IMPOSED social world!
- PRODUCTIVE bodies!
- FUN?!
The 1960s and 1970s saw the emergence of—largely, but not exclusively—youth based alternative sport cultures, which sought to provide alternatives to traditional, highly regulated ACHIEVEMENT sport forms…!
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These are what Bourdieu (1978) described as “Californian sports”:!! - Creative!
!- Athlete-centered!!- Non-competitive!!- Un-regulated!!- Expressions of youthful! alternative physicality!
Source: Bourdieu, P. (1978). Sport and social class. Social Science Information, 17(6), 819-840.!
”Kids are flocking to actions sports for many reasons, but I think a large part of it is that these are their sports--not ours. We’ll shoot hoops with our kids, but you won’t see many fathers and sons [sic] skateboarding together. And extreme sports usually aren’t organized into leagues and teams administered and coached by adults. Young athletes enjoy the pure fun of these activities…”!
Wolff, R. (2003, October 27). Let your youngsters go to the extreme. Sports Illustrated, p. 36.!
Contemporary “Lifestyle” Sport Subcultures!
Surfing!Windsurfing!Skateboarding!Snowboarding!
The next big thing…!!
Windsurfing as “Lifestyle” Sport Subculture!
Source: Wheaton, B. (2000). "Just do it": Consumption, commitment, and identity in the windsurfing subculture. Sociology of Sport Journal, 17(3), 254-274.!
Wheaton (2000) highlights the internal workings and dynamics of lifestyle/alternative sport subcultures.!
Sporting!Involvement!
Lifestyle! Self-Identity!
This “individualism” through “lifestyle” sport participation offers and alternative to mainstream sporting activities.!!Involvement in such subcultures offers an entire “way of life” centered on the pursuit of “hedonism”, “freedom”, and “self-expression” in an increasingly structured and conformist world!
Source: Wheaton, B. (2000). "Just do it": Consumption, commitment, and identity in the windsurfing subculture. Sociology of Sport Journal, 17(3), 254-274.!
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The Subcultural Irony! Sources of Subcultural Capital and Subcultural Status!
As with any subcultural grouping, the insider (core)/outsider (margins) divisions within lifestyle sports are social determined, through factors such as: !
1. Sporting Prowess!
2. Commitment!
3. Equipment!
4. Subcultural Style!
Source: Wheaton, B. (2000). "Just do it": Consumption, commitment, and identity in the windsurfing subculture. Sociology of Sport Journal, 17(3), 254-274.!
Source: Wheaton, B. (2000). "Just do it": Consumption, commitment, and identity in the windsurfing subculture. Sociology of Sport Journal, 17(3), 254-274.!
The Subcultural Gender Contradiction!
Source: Anderson, K. L. (1999). Snowboarding: The construction of gender in an emerging sport. Journal of Sport & Social Issues, 23(1), 55-79.!
Despite their “alternative” status, “lifestyle” sports are often implicated in the reproduction of traditional power relations and identities (class, ethnicity, and gender based)!
!!
Risk Subcultures:!Pursuing Excitement !
and Adventure!
Theme 3:! One of the most prevalent focal points for sport-based ALTERNATIVE LIFESTYLE CULTURES is the pursuit of RISK or ADVENTURE-BASED ACTIVITIES.!
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Source: Breivik, G. (2010). Trends in adventure sports in a post-modern society. Sport in Society: Cultures, Commerce, Media, Politics, 13(2), 260 - 273. ! !
Risk Sports!“‘Risk sport’…is a concept that cuts across the borders of extreme, alternative and lifestyle sports since some of these sports include big risks whereas others do not. Risk sports are sports where one must reckon with the possibility of serious injury or death as a consequence of the activity.” !!
Adventure Sports!“The term ‘adventure’
denotes that the activity takes place in a setting
that is demanding, challenging, dangerous or
exotic. An adventure is something special and
valuable that sticks out from ordinary life. It is
used about sports or physical activities but
also about travels, in body and mind.” (p. 261) !
!
“the ‘thrill’ derives from the proximity of danger, or even death, and the oppositional status of the act”!(Morrisey, 2008, p. 419)!
Source: Morrissey, S. A. (2008). Performing risks: catharsis, carnival and capital in the risk society. Journal of Youth Studies, 11(4), 413-427.!
These are subcultures centered around the PERFORMANCE of excitement, danger, and opposition from the sporting NORM.!
Street Luge! Horse-Boarding!White Water Kayaking!
Ulrich Beck: “Risk Society”!
Environmental Risk!
Childhood Risk!Crime Risk!Food Risk!
Health Risk! Terrorism Risk!
Source: Morrissey, S. A. (2008). Performing risks: catharsis, carnival and capital in the risk society. Journal of Youth Studies, 11(4), 413-427. !
!!A “culture of caution” and control!
!Increased sites of risk identified within society.!
Modernity = !Rationality, Bureaucracy, !
and Control!
Source: Beck, U. (1998). Risk society: Towards a new modernity. London: Sage Publications.! !
“Risk Society”(Beck, 1998)!!Increased focus on: !!Identifying RISK!!Avoiding RISK!!Managing/Controlling RISK!
The Contradictions of “Risk Society”!
Seeking and Experiencing Excitement/Danger/Adventure - RISK!!
A Sociological Explanation?!
“The quest for excitement in unexciting societies”!
According to Elias and Dunning (1986), there is a balance between: !!CONTROL----------------------------EXCITEMENT!!The more controlled/controlling (rationally and bureaucratically organized) a society is, the more there is a need for higher levels of EXCITEMENT/FREEDOM in some aspects of individual existence. !
Source: Elias, N., & Dunning, E. (1986). Quest for excitement: Sport and leisure in the civilizing process. Oxford: Basil Blackwell.! !
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LOW CONTROL (Pre-Modern) Societies!
Relatively low levels of CONTROL and REGULATION over virtually all aspects of life.!!High levels of FREEDOM, AUTONOMY, and INSECURITY.!!LIFE itself more PRECARIOUS and “EXCITING”. !
Source: Elias, N., & Dunning, E. (1986). Quest for excitement: Sport and leisure in the civilizing process. Oxford: Basil Blackwell.! !
15th century peasants!
HIGH CONTROL (Modern) Societies!Complex and HIGH !levels of CONTROL !and REGULATION !sought over virtually!all aspects of life.!!Low levels of FREEDOM, AUTONOMY, and high level of conformity, SAFETY and SECURITY.!!LIFE itself less PRECARIOUS, more PREDICTABLE, and !less “EXCITING”. !
Source: Elias, N., & Dunning, E. (1986). Quest for excitement: Sport and leisure in the civilizing process. Oxford: Basil Blackwell.! !
Modern Conformity!
RISK (Post-Modern) Societies!
Complex and HIGH !levels of CONTROL !and REGULATION !sought over virtually!all aspects of life.!!Low levels of FREEDOM, AUTONOMY, and high level of SAFETY and SECURITY within everyday life.!!Increased seeking out of managed or cultivated RISK/EXCITEMENT based experiences.!
Source: Elias, N., & Dunning, E. (1986). Quest for excitement: Sport and leisure in the civilizing process. Oxford: Basil Blackwell.! !
The Rational !Safety-Seeker!
The Irrational !Thrill/Risk-Seeker!
The Paradox of (Post)Modernity!
Source: Breivik, G. (2010). Trends in adventure sports in a post-modern society. Sport in Society: Cultures, Commerce, Media, Politics, 13(2), 260 - 273. ! !
The Quest for Excitement: Climbing!
Source: West, A., & Allin, L. (2010). Chancing your arm: The meaning of risk in rock climbing. Sport in Society, 13(7-8), 1234-1248. !
Interestingly, while acknowledging the place of RISK within climbing subcultures, West & Allin (2010) identified that SUBCULTURAL INSIDERS focused on:!!!MANAGING and CONTROLLING RISK!!“those participants who managed risk were good climbers whilst those who exercised poor judgement about risk were poor climbers” (p. 1245) !
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Insider/ Outsider Climber Subculture Status!
The degree to which an individual exemplifies/performs the various dimensions of the climber subculture, determines their perceived firm authenticity, insider status, and climber subculture membership.!
Climbing!Insider!(Good
climber)!
Climbing!Outsiders!
General!Public!
Risky!Climber!
(poor climber)!
Occasional!Climber!
35 year-old climber:!!“Yeah, trad climbing is more, is about the fear, trad climbing is about over- coming fear, and it’s just about being out there, and hoping you get that thing. I’ve talked to a few people about this, and a lot of people seem the same thing, you’re chasing, I think, yeah, it’s probably that you’re chasing one moment all the time. Who was it I was talking to? An interview with somebody and they said the same thing, you’re chasing a moment and you get it maybe two or three times in a year, where you’re absolutely on form and you’re just not scared at all, and you’re just flowing, and the whole thing is a joy, and the rest of the time, you’re in that nether world of half, of like, one minute you’re having a great time, next minute you’re shit scared and not enjoying it.” !(Robinson, 2004, p. 121).!!
Chasing the Moment!
Source: Robinson, V. (2004). Taking risks: Identity, masculinities and rock climbing. In B. Wheaton (Ed.), Understanding Lifestyle Sports (pp. 113-130). New York: Routledge. !
The POSITIVES of RISK!
Actively seeking opportunities for RISK, provides a site for experiences of:!!
See Video Clip 3 BASE: Buildings: Antennas: Spans (bridges): Earth (cliffs)
Remember Bourdieu?!Researchers have show than many RISK sports are predominantly practiced by the Middle/Upper Middle/Elite Classes, since they possess the ECONOMIC CAPITAL that can be converted into the TIME and PRODUCTS/SERVICES necessary for involvement in these activities.!!RISK sports, and the SOCIO-PSYCHOLOGICAL benefits thought to derive from them, also related to the Middle/Upper Middle Class HABITUS, specifically regarding the:!!
“intrinsic long term rewards from physical and psychological self-betterment”!Source: Bourdieu, P. (1984). Distinction: A social critique of the judgement of taste. Cambridge: Harvard University Press.!
Source: Fletcher, R. (2008). Living on the edge: The appeal of risk sports for the professional middle class. Sociology of Sport Journal, 25(3), 310-330. !
Yearning for the Edge?!
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The Quest for Excitement: Endurance Running!
See Video Clip 4
However, the middle/upper classes are not the only ones involved in risk sport…!!Those with less economic capital, are similarly involved in a quest for excitement, through the creative usage and adaptation of their local environments.!
The Quest for Excitement: Parkour/ !! ! ! ! Free Running!
!Developed by young residents of a working class Parisian suburb (banlieue) called, Lisses in the 1980s.!!“the art of moving fluidly from one part of the environment to another…!!…It shares some characteristics with other urban lifestyle sports like skateboarding, such as ambivalence to man-on-man (sic) formal competition, an emphasis on self-expression and attitudes to risk, which tend to be carefully calculated and managed rather than taken unnecessarily” (p. 112) !
Source: Gilchrist, P., & Wheaton, B. (2011). Lifestyle sport, public policy and youth engagement: examining the emergence of parkour. International Journal of Sport Policy and Politics, 3(1), 109-131. !
Sébastien Foucan cat leap
See Video Clip 5
“My Playground: A Film About Movement in Urban Space” !
Risk, Social Disadvantage, and Control/Identity!
The Quest for Excitement: Tomb-Stoning!
Working Class Youth (roughly 12-14 years old!)!
“the ‘thrill’ derives from the proximity of danger, or even death, and the oppositional status of the act”!(Morrisey, 2008, p. 419)!
Risk, Social Disadvantage, and Control/Identity!
See Video Clip 6
Source: Morrissey, S. A. (2008). Performing risks: catharsis, carnival and capital in the risk society. Journal of Youth Studies, 11(4), 413-427.!
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The POSITIVES of RISK!
Actively seeking opportunities for RISK, provides a site for experiences of:!!
The degree to which an individual exemplifies/performs the various dimensions of the surf subculture, determines their perceived firm authenticity, insider status, and surf subculture membership.!
Surf!Insider!
Surf!Outsiders!
General!Public!
Aesthetic!Surfer!
Occasional!Surfer!
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North Shore,!Oahu, Hawaii!
Aggressive/Protective Surf Culture:!Boundary Maintenance and Sport Subculture!
Pipeline, North Shore Oahu, Hawaii!
Localism and territorialism marks out spatially/geographically defined surf subcultures, who look to protect “their surf” from tourists or outside surfers.!!These localized surf subcultures have been likened to gangs, due to their territorialism, violence, and hostility toward outsiders.!
Da Hui: North Shore Localism/Territorialism!
Da Hui, in Hawaiian Hui means (group or club). Da hui is a well respected group of surfers.!
See Video Clip 7
North Shore Localism/Territorialism
Kala Alexander and the “Wolfpak”:!The “Protectors of the Break”!
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BODILY PRACTICES !AND BEHAVIOR!
LANGUAGE CODES !AND EXPRESSIONS!
CULTURAL !PREFERENCES!
PERSONAL STYLE/!AESTHETIC!
VALUES AND !IDEALS! !
!Cycle Messengers:!
Work-Based Subcultures!!
Theme 5:!
Most sporting subcultures are based around activities that take place in the LEISURE (non-work) time of participants. !
Work!!Work!!Work!
Life!!Non-Work!!Leisure!
--------------!
--------------!
--------------!
Leisure (non-work) time has increasingly become important in defining individual IDENTITY. !!This is partly due to the breakdown in traditional FORMS and TENURES of employment (the demise of the “job for life”). !!Many are now defined by what they do in their non-work (leisure) time, as opposed to their OCCUPATIONAL IDENTITY (what the do in their work time)!
Occupational Identity! Leisure Identity!
Remember Woody (“Faking It”)?!
However, there are some occupations that explode the LIFE-WORK binary, one of which is CYCLE MESSENGERING. !
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Cycle messengers are part of a SUBCULTURAL GROUPING which transcends differences between work and non-work, work and leisure.!!It is a SUBCULTURAL identity:!!“defined through work, rather than standing in contrast to work”!
(Fincham, 2008, p. 620) !
Source: Fincham, B. (2008). Balance is Everything: Bicycle Messengers, Work and Leisure. Sociology, 42(4), 618-634. !
The Performative Core of the Cycle Messenger Subculture !
Source: Fincham, B. (2008). Balance is Everything: Bicycle Messengers, Work and Leisure. Sociology, 42(4), 618-634. !
Cycle messengering possesses a strong OCCUPATIONAL (and SUBCULTURAL) identity centered around the PHYSICAL DEMANDS, DANGER, and EXHILIRATION of being a cycle messenger.!!It is this common experience which defines this group, and defines the lives of the members of it.!
Cycle Messenger Subculture Ethos!
Expression!Freedom!
Subversion!Exhilaration!Risk!Unity!
Source: Fincham, B. (2008). Balance is Everything: Bicycle Messengers, Work and Leisure. Sociology, 42(4), 618-634. !
“being a courier, one quickly realizes, is much more than earning a living – !it’s a way of life, an attitude”!!(Cybergeo, 2001, in !Fincham, 2008, p. 621)!
A Way of Life: An Attitude! In Goffman’s (1959) terms, being a cycle messenger dominates the “presentation of self”:!
Source: Goffman, E. (1959). The presentation of self in everyday life. New York: Doubleday.
Cycle messenger “style” defines the individual both within and outside of work.!
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Transcending the Work-Leisure Divide!
Replicating Work Outside of Work:!Messengering Events!
Roller Racing!Alleycat Racing!
See Video Clip 8
Alleycat Racing!
These races replicate messenger skills as participants must race to check points around the city, collecting tags or packages.!
Insider/ Outsider Messenger Subculture Status!
The degree to which an individual exemplifies/performs the various dimensions of the cycle messenger subculture, determines their perceived authenticity, insider status, and cycle messenger subculture membership.!
Cycle Messenger
Insider!
Cycle Messenger Outsiders!
General!Public!
Aesthetic/hipster!Rider!
Car drivers!
A Cycle Messenger Outsider:!
!The Wannabe/
Aesthetic/!Hipster!Rider!
Style and Subcultural
Boundary!Maintenance !
Source: Fincham, B. (2008). Balance is Everything: Bicycle Messengers, Work and Leisure. Sociology, 42(4), 618-634. !
So Why Be a Bicycle Messenger?!
NEGATIVES!!Poor and unpredictable pay!!Dangerous working conditions!!Physically challenging!!Reviled by the general public !
POSITIVES!!
Freedom and Independence!
!Experience of RISK!
!Dangerous and
marginal occupation!!
Group membership and identity!
The POSITIVES of RISK!
Actively seeking opportunities for RISK, provides a site for experiences of:!!
Source: Fincham, B. (2008). Balance is Everything: Bicycle Messengers, Work and Leisure. Sociology, 42(4), 618-634. !
Subcultural Membership and Style: Symbolic Compensation?!
“there is a symbolic compensation for messengers, where the maintenance of a particular image makes tolerable the poor conditions and pay of the work” (Fincham, 2008, p. 621)! !
!The Conquest/Colonization
of Subcultural “Cool”!!
Theme 6:!
Subcultural Incorporation/Colonization!
Many subcultural trends become incorporated into mainstream commercial culture. !
Within “alternative/lifestyle” sporting subcultures, there is often a tension between:!
Subcultural!Autonomy!
Commercial!Incorporation!
and!
For some, this tension has led to the demise of “alternative” sporting subcultures, leading to their replacement by new subcultural forms…!
The attempt to confine and control skateboarding within highly regulated spaces effectively thwarted its oppositional and alternative subcultural character.!!Therefore, its popularity soon declined among the youth population…!
Youth creativity: 1970s!
Youth regulation: 1980s!
Skateboarding’s!Decline: 1990s!
Skateboarding Subculture!The skateboarding subculture reasserted its alternative, non-conformist status, through the creative use of urban and suburban spaces not originally designed for skateboarding…!
Performing !the City!
Source: Borden, I. (2001). Skateboarding, space and the city: Architecture and the body. London: Berg.!
Delightful Prohibition! Whether supported by its core subcultural exponents or not, skateboarding has been incorporated into the highly commercial and competitive cultural sporting mainstream, thereby compromising its alternative status.!
Commercial Incorporation/Colonization of Localized Surf Subculture!
See Video Clip 9
Commercial Incorporation/Colonization of Youthful RISK!
Le Parkour/Free Running! Parkour: “Extreme”!
See Video Clip 10
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Commercial Incorporation/Colonization of Bicycle Messenger Culture! The Commercial Incorporation of Alley Cat Racing!
See Video Clip 11
Yoga: From Counterculture to the Mainstream!
Health!
Spirituality!
Transformation!
Health!
Community!
Fitness!
Yoga Ethos!
Source: Pilarzyk, T. (2008). Yoga beyond fitness: Getting more than exercise from an ancient spiritual practice. Quest Books.!
“Yoga’s greater popularity means we are often taking classes for overlapping reasons, and yoga's subculture has shifted in character and splintered into segments. Maybe this has always been the case with yoga, but now it is easier to distinguish the three broadest motivations for practicing—to get a good physical workout as a form of fitness, to promote our health or healing, and to follow a deeper transformative path. There are now fitness yogis, health and healing yogis, spiritual yogis and all possible combinations.”!
Yoga’s Diverse Subcultures! The Yoga Subcultural Divide!
“Advertising revenues [for Yoga Journal] have increased, up 8% in the last five years, and the advertisers no longer appeal only to a counterculture market. Mainstream companies, such as Johnson & Johnson, Ford Motor Co., Kellog’s, Kraft, and Toyota, have begun advertising in the journal, which was founded in 1975 for yoga’s then-hippie subculture.”!
Source: Rausch, T. (2007, September 14). Yoga: Where old meets new. Columbia Missourian. ! Video Clip 12
Yoga Inc.!
The McDonaldization of Yoga!Arguably, contemporary sporting subcultures are less about rituals and expressions of (political) resistance, as they are about the aesthetics and performances of consumer (sporting) identity and difference.!
See course website for related lectures slides, podcast, thematic review questions, video clips, required readings, key concepts, discussion tasks, and essay question. !
