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Journal of Sport & Social Issues
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New Sports

What is So Punk about Snowboarding?

Rebecca Heino

Annenberg School of Communication at the University of Southern California

The life cycle of a new sport, and its cultural implications, is apparent in the sport of snowboarding. Snowboarding was born in youthful resistance to the popular sport of skiing and the values of sport it represents. The media has appropriated the image of youthful rebellion in snowboarding and commodified it. Snowboarding is now going through the process of becoming more mainstream, suffering from pains of growth and discipline.

Journal of Sport & Social Issues, Vol. 24, No. 2, 176-191 (2000)
DOI: 10.1177/0193723500242005
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