Journal article

Partly primitive: discursive constructions of the domestic surfer

Robin Canniford, Eminegul Karababa

CONSUMPTION MARKETS & CULTURE | ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD | Published : 2013

Abstract

Various studies highlight the importance of discourses in consumer culture, yet fewer explore the historical development of these phenomena. This paper examines a long-view of the meanings and uses of primitive discourse in consumer culture. An investigation of the changing representation of indigenous Hawaiian surfing within Euro-American culture between the late-eighteenth and mid-twentieth century illustrates the ambiguous and malleable articulations of marketplace discourses. We find that over the course of this period, primitive discourses are expressed differently by changing figurations of social actors in manners that serve colonial, celebratory, contemplative and countercultural int..

View full abstract

University of Melbourne Researchers