Renewing Subcultural Ideology: Reclaiming Surf’S Soul

Michael B. Beverland, University of Bath, UK
Francis J. Farrelly, RMIT University, Australia
We examine how Australian surfers ensure the endurance of the core ideology of their subculture in the face of mainstreaming. Managing dialectical conflict between opposing ideologies is central to subcultural endurance and renewal. Voice is critical to ideological endurance because consumers’ emotional bonds remain only if they can keep a narrative going.
[ to cite ]:
Michael B. Beverland and Francis J. Farrelly (2011) ,"Renewing Subcultural Ideology: Reclaiming Surf’S Soul", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 273-274.