Over the Counter Culture?

The Counter Culture has sold out. The marketization of cultural capital has traded sub-cultural scenes to the consumer society, reducing plays of resistance and escape to little more than hollow statements of late modern identity. This section examines this claim with reference to surfing culture and seeks to explore some apposite questions. What terms are relevant or obsolete in order to define culture at the beginning of the century? Can culture be converted or reduced to economic logic? Are subcultures a thing of the past in a mass-mediated, globalized, consumer-oriented world?


Christina Goulding, Mike Saren, and Robin Canniford (2005) ,"Over the Counter Culture?", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 79-82.


Christina Goulding, Wolverhampton University
Mike Saren, Leicester University
Robin Canniford, Exeter University


E - European Advances in Consumer Research Volume 7 | 2005

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