Katelyn Morgan Ms.

Caruso English 1103 21 October 2012 What Is the Influence of Popular Culture on Modern Skateboarding Culture and Associated Brand Name? In modern society, the influence of popular culture is visible in almost all aspects of everyday life. According to dictionary.com, popular culture is defined by cultural activities or commercial products reflecting, suited to, or aimed at the tastes of the general masses of people. I have decided I want to learn more about the influence of modern popular culture, such as popular music, art, and professional skateboarders, on skateboarders of the twenty-first century. The influence of popular culture on skateboarders is best seen through which brands of clothes they choose to wear, boards they choose to buy, and music that influences their skating style. As mentioned in an article by the National Skateboarding Certification Program, skateboarding has its own stereotypes, music, fashion, and slang. I am interested in how they choose their brands, and I am conducting research through books, the internet, and personal interviews in order to find out. In many cases, the brands a skateboarder chooses to represent themselves will reflect the influence of modern popular culture. At its inception skateboarding was a form of transportation or a way to warm up before going surfing. The design of first boards imitated the design of the modern scooter, with a large box attached plywood and roller-blade wheels. The first boards were created in the 1950s and not until a decade later were they made a form of art, a hobby for many and way to express themselves. The style of the time was freestyle, a style more like dance and expression than

Comment [t1]: Peer reviewed by Tirzah Griffith

Comment [t2]: I like how you included a definition of popular culture

Comment [t3]: Your points are very clear

Comment [t4]: Here you examine the initial use and purpose for skateboarding, towards the end, you could examine how today young people are skateboarding because its viewed as cool and not everyone is doing it. It doesnt have the same purpose now as it did then. (that could be a possible stance)

modern day tricks (internet source). Since this time, boards and the associations made with skateboarding have changed drastically. It is now a culture of bands and brands. One heavily influenced area of skateboarding culture today is attire. Skateboarding apparel such as graphic tees, jeans, socks, shoes, and even hats are all highly affected by popular culture. The music, art, and professional skateboarding media are all important aspects of the apparel a skater chooses to wear. Many skateboarders, whether they know it or not, have fallen victim to corporate Americas marketing of musicians and artists work. Some fantastic examples are the brands known as Neff, Empyre, and Diamond Supply Co. Each of the aforementioned brands includes modern clothing styles that reflect the music of rock or rap artists, nature, or art. With each generation, brands change and so do the concepts skateboarders wish to associate themselves with. One of the most obvious new changes in clothing worn by skateboarders of this generation is the art displayed on the apparel of the average boarder. Not only have many skateboarders bought into modern and post-modern art by displaying the images on their clothing, but many have also become artist themselves. A great example is Andy Howell, a former 20th century professional skater. Howell received a visual communications degree in 19 th century and in time helped found multiple skateboarding companies. As a designer, he used inspiration of street graffiti to produce clothing and board graphics (Waterhouse, 54). Artists and professional skateboarders like Howell are found worldwide and are extremely vital to the design aspect of skateboarding culture. A few other big name skateboarding artists are Eric Broers, and Stefan Marx (Waterhouse, 5). Through the media that endorses professional skateboarding, young skateboarders are able to see the art they have produced themselves or the clothing the profession designers have themselves created. Through this mass self-advertisement, young
Comment [t6]: Creating a brand for themselves is a key component when it comes to skateboarders, maybe you can talk a little about that as well. Example could be, if a serious skateboarder wants to open up a shop, his main goal would be to get his brand out there, just like the people that may have influenced him. (I hope that makes sense) Comment [t5]: Expand on the types of marketing strategies that these companies may use to reel in skateboarders.

skaters are swept into the world of art in skateboarding almost subconsciously. Another form of popular culture that is impactful in almost the same way is musical influence. Music, most commonly rock and rap, is easily an evident form of expression for many skaters today. These types of music are most probably dominant in lives of many skaters because of their common references to the street lifestyle of many skaters. References in music to skating, the hard life of teenagers, young producers, and film makers make it easy for young skaters to relate to. Its relatable because many skaters of this generation feel that they are looked down upon, live a lifestyle that is associated with law breaking and having strong distaste for authority figures. Though these things arent necessarily true, these are overwhelming themes of music commonly listened to by many skaters. A great example is Odd Future Wolf Gang Kill Them All, more simply known as Odd Future. The musicians involved are not only rappers, but current skaters themselves. They commonly rap about trivial topics including women, rape, guns, skating, and general disobedience of the law and civil order. All things considered, these aspects make the music of Odd Future appealing to young rebellious skaters looking for their social niche and the groups background in skating only strengthens this appeal.
Comment [t8]: Not sure if you would agree with this, but it would be interesting to discuss a little on how artists and other celebrities are using skateboarding to appeal to a broader audience. (Example would be Lil Wayne) It kind of shows how skateboarding is becoming mainstream. Comment [t7]: Awkward. Maybe These types of music are the most influential in the lives of