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

Share Proceeding

Featured papers

See More


If No One Saw It on Instagram, Was It Any Good? Examining Received Attention as a Social Benefit of Experiential Consumption

Matthew J Hall, University of Nebraska-Lincoln
Jamie D. Hyodo, University of Nebraska-Lincoln

Read More


The Asymmetric Effect of Highlighting Intertemporal Opportunity Costs

Christopher Olivola, Carnegie Mellon University, USA
David Hardisty, University of British Columbia, Canada
Daniel Read, University of Warwick

Read More


Psychological Reactions to Human Versus Robotic Job Replacement

Armin Granulo, Technical University of Munich
Christopher Fuchs, Technical University of Munich
Stefano Puntoni, Erasmus University Rotterdam, The Netherlands

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.