Tony Hawks father founded in 1981 the National Skateboard Association, which was initially associated with the Boy Scouts of America. Yet todays youth believe Hawks to be a pioneer of skateboarding?

Z-boys introduced surf-style skating in the 1970's, poineering vert skating in empty pools, and through their attitude, antics and promoters changing the popular image of the skateboarder from that of clean-cut gymnast to that of a rebel (Kruse).

Film has effect on consumption.

How commercialism has changed the ideals and values of the surf/skate culture.

Subculture- The Meaning of Style. Dick Hebdige.

Expressive forms and rituals of those subordinate groups who are alternately dismissed, denounced and canonised; treated at different times as threats to public order and as harmless buffoons (2)

We are intrigued by the most mundane objects- a safety pin, a pointed shoe, a motor cycle which none the less... take on a symbolic dimension, becoming a form of stigmata, tokens of a self imposed exile (2)

The tensions between dominant and subordinate groups can be found reflected in the surfaces of subculture- in the styles made up of mundane objects which have a double meaning (3)

Subculture begins with a crime against the natural order

But it ends in the construction of a style, in a gesture of defiance or contempt, in a smile or a sneer. It signals a refusal.

Cont. of objects quote.

'These 'humble objects' can be magically appropriated; 'stolen' by subordinate groups and made to carry 'secret' meanings: meanings which express, in code, a form of resistance to the order which guarantees their continued subordination' (18)

Only looks at the surface of a subculture- uninterested in the hidden messages inscribed in code on the glossy surfaces of style.

Albert Cohen stressed the compensatory function of the juvenile gang: working class adolescents who underachieved at school joined gangs in their leisure time in order to develop alternative sources of self-esteem. In the gang, the core values of the straight worlds- sobriety, ambition, conformity etc.- were replaced by their opposites: hedonism, defiance of authority and the quest for 'kicks'. (76)

The leisure styles available to youth were inflected through the contradictions and divisions intrinsic to a class society (77)

the commodity form

It communicates through commodities even if the meanings attached to those commodities are purposefully distorted or overthrown. (95)

It is therefore difficult in this case to maintain any absolute distinction between commercial exploitation on the one hand and creativity/originality on the other, even though these categories are emphatically opposed in the value systems of most subcultures.

The diffusion of youth styles from the subcultures to the fashion market is not simply a 'cultural process', but a real network or infrastructure of new kinds of commercial and economic institutes. The small-scale record shops, recording companies, the boutiques and one- or two woman manufacturing companies- these versions of artisan capitalism, rather than more generalised and unspecific phenomena, situate the dialectic of commercial 'manipulation'. (95)

Subcultures are translated into commodities and made generally available (96)

Once removed from their private contexts by the small entrepreneurs and big fashion interests who produce them on a mass scale, they become codified, made comprehensible, rendered at once public property and profitable merchandise.(96)

the ideological form

The way in which subcultures are represented in the media makes them both more and less exotic than they actually are. (97)

Together, object and meaning constitute a sign, and, within any one culture, such signs are assembled, repeatedly, into characteristic forms of discourse...however when that object is placed within a different total ensemble, a new discourse is constituted, a different message conveyed. (104)

More closely associated with branding than catwalk fashion. But could talk about the z-boys outfits.