Skateboard magazines reflect counter cultural ideologies Essay Example For Students

Skateboard magazines reflect counter cultural ideologies Essay Structuralism is based on saussurian linguistics, there is a distinction shown between the langue and the parole. The langue is the overall system or structure of language, its words, syntax, rules, conventions and meanings (Strinati, 1995, p90). Strinati demonstrates that the parole is determined by the langue, and is the actual manifestation of language. Therefore, this essay will try to reveal themes that illustrate whether subcultural magazines reinforce the resistance of dominant values and ideals, or promote themes related to the dominant culture. Semiotics is concerned with reconstructing the langue underlying certain types of parole (Thwaites, Davis Mules, 1994, p58). In addition a brief content analysis will be utilised to illustrate the consumerist nature of Sidewalk. Content analysis is a research tool used to determine the presence of certain words or concepts within texts or sets of texts. Researchers quantify and analyze the presence, meanings and relationships of such words and concepts, then make inferences about the messages within the texts, the writer(s), the audience, and even the culture and time of which these are a part (Palmquist, 2005, www. writingcolostate. edu). Within the analysis of Sidewalk the results generated were of a mixed nature, as results signified that Sidewalk did produce examples of the subculture resisting the dominant values. However, the overwhelming theme among this study, lies within the promotion and embracement of capitalist values. From the outset Sidewalk establishes itself as a magazine which reflects mainstream ideologies. In a magazine which is designed to represent the subcultural image of skateboarding, what becomes evident is the surprising level of consumerism. Within the analysis, it was noticeable that comparisons could be easily drawn from subcultural magazines to dominant mainstream magazine. Firstly, the consumerist nature of Sidewalk was noticeable throughout the analysis, this was achieved through the glossy nature of the magazine, Sidewalk was produced entirely in colour, with an outstanding amount of adverts. The initial ten pages of the magazine were solely dedicated to advertisements, while within the whole magazine advertisements took up 57% (n. 81) of all space. In addition, pictures of skaters occasionally focused on close up shots, which seems to produce a more glamorous image of skateboarding, similar was found within previous work, reasons for this particular occurrence were attributed to the transformation of identity. Media culture (thus) provides resources for identity and new modes for identity in which look, style and image replaces such things as action and commitment as constitutive of identity, of who one is (Kellner, 1995, Cited in Wheaton, 2000, p269). As subcultures are in opposition to dominant values, one would expect aspects such as competition to be as Beal (1995) states de-emphasised. However, the subcultural nature of skateboarding is questioned, as rather than competing against ones self, the magazine focuses on the competition and the beating of others. A central focus within Sidewalk is attributed to the importance of competition, and extrinsic rewards. i 25,000 was on the line for each event (Ventura, 2001, p106). Furthermore, in addition to an enhanced focus paid to performance rather than participation, the analysis illustrated that the magazine generated issues typically associated with the bureaucratic nature of mainstream sport. As subcultures, essentially hold resistance to set rules, with a clear opposition to the bureaucratic nature of the dominant class, as the meaning of skating for many lies in the flexibility of self-government. However, Sidewalk gives the impression that skating possess tight systems of control. Skaters were judged on a best of run out of two, there was a good condensed format (Ventura, 2001, p106). Once again, this rejects the work of Beal (1995), who theorised that the popular practice of skateboarding does not use rules or organised contests (Beal, 1995, p263). Therefore, although the magazine itself reproduces values typically associated with capitalism, illustrating skateboarding is part of the dominant culture, within the articles of Sidewalk, the opinions of skaters resist the meanings behind the dominant sports culture. Mexicos War for Independence EssayAlthough, issues surrounding subcultures are of a complex nature, as skaters find themselves simultaneously resisting and reproducing the values of capitalism. References: Althusser, L. (1971). Ideology and the state. Lenin and Philosophy and Other Essays. London: New Left Books. Cited in Gelder, K. , ; Thornton, S. (1997). 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