Surfing - Artform to Commodification

Typically, if a surfer is asked what surfing means to him or her, it is likely that their response will be much more than “well, it’s a great exercise.” That is because, as a person who loves surfing, surfing provides so much more than just a physical workout, even though I would argue that it might be one of the healthiest forms of exercise. So much is offered by surfing that it is common to hear a surfer refer to it as a spiritual experience – not just plain old surfing. Perhaps, for this reason, surfing has such a strong distinct and unique culture. Out of this culture comes a lifestyle and many unique characters who enjoy the surfing lifestyle in their own unique way.

So many identify with surfing – even those who have never experienced the wave sliding feeling. For a surfer, surfing is often something genuine and pure in essence and treated as if sacred. However, especially in today’s world, it isn’t uncommon to see non-surfers sporting surf fashion with surf brand clothing and surferesque hairstyles.

This is the commodification of surfing. With the increasing popularity of the art/sport, companies and corporations have found ways to exploit surfing and surf culture in order to profit. In globalization, surfing often loses its sacredness as it is treated as a commodity. As in the case with many other cultures, commodification will seemingly have its moments of highs and lows. Surfing hit a high during the 80’s and early 90’s. Near late 90’s and early 2000’s surf hype hushed down a bit, although, presently, it seems to reemerged and has reached a new high – this makes sense as our digital technology has increased allowing for more global interconnectedness.

Several films and TV shows have been created portraying surf culture and the surfing lifestyle. Often, these are seen as corny and far off from what it actually is. Surf clothing and surfer hairstyles are packaged and sold to the masses. Just as in the commodification with any culture or identity, so much of its genuine traits seem to be lost. 

- Bobby Poort