Abstract
In this piece we explore one specific big-wave company, Mavericks Surf Ventures, and how it creates and distributes a distinct lifestyle product. We draw from Ritzer, who examines the tension in late capitalist processes between increased rationalization and increased distinction, or what he refers to as the dynamic between ‘nothing’ and ‘something’. We elaborate on the dynamic by discussing Ritzer and Stillman's analysis of ‘re-enchantment’ techniques that are used to counter the negative ramifications of overly rationalized consumer spaces. Nonetheless, these new spectacular, more intimate and ‘authentic’ postmodern spaces, which re-engage the consumer, are under-girded by modern rationalization strategies to maximize profit. In this case, Mavericks Surf Ventures exemplifies the tensions in late-modern capitalist processes: it creates a distinctive and ‘authentic’ brand by drawing on the unique geographical break; it celebrates the spectacle of big-wave riding; and it uses discourses that challenge modern rationality, especially how nature provides a transcendent experience. Yet, it uses very rational and standardized means to package and distribute the event and associated products.
Published Version
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