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Who needs money when you can go windsurfing?

the paradox of resisting consumerism through consumption in a lifestyle sport subculture : a thesis presented in partial fulfilment of the requirements for the degree of Master of Philosophy in Visual and Material Culture at Massey University, Wellington, New Zealand.

Lifestyle sport has become a significant sociological phenomenon, with millions participating worldwide. Using windsurfing as a case study, this thesis focuses on core members of this subculture to discover their motivations for involvement and the degree to which they are willing to sacrifice other areas of their lives in order to participate. The thesis explores the contention that this level of sacrifice amounts to resistance to the dominant consumerist culture of our society.

" The niche visual media of the subculture creates a dreamworld of natural perfection and freedom."

The full abstract, and links to the thesis can be accessed through the link below. The index alone looks fascinating, with section titles such as "It'll be going off in the ditch" and "Did you ever meet a windsurfer on Anti-Depressants?".

It's also dedicated to Jude Green, Southern Lakes who died while windsurfing while the author Peter Wilkinson was working on this thesis.

http://hdl.handle.net/10179/1639

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