Join Date: Aug 2007
Location: Edmonton, Alberta, Canada
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Hate feels good; really, really good.
We have had this "good guy" image crammed down our throats by the media and even by White himself through a plethora of interviews in snowboard mags for a long fucking time. Everyone wants their kids to be the next "Shaun White" for fuck sakes. Now everyone (including Mr. White himself) can see that he really IS just like us; prone to making very STUPID choices. Does it mean at the end of the day Shaun White, the man, is hated? No, of course not. Shaun White, the IMAGE, is what compells this mockery. All these companies (Yep, American Express, etc) will surely stand up for his behaviour...okay, so they won't; if the fuck-up had been any larger the Suits over there would be getting squirley. Burton will exploit that behaviour for their own means and you know it, too. They are not going to stand up for Shaun White, the man. They are going to continue to exploit Shaun White, the image.
Hate in snowboarding exists because the SPIRIT of snowboarding is being destroyed by image and marketting. Lots of riders are coming into the fold being concerned about what they are wearing and how they are percieved that they have forgotten why they are there in the first place. Snowboard mags give the perception that snowboarding is all about rails and jumps; to do otherwise means you are a loser (perhaps it could be that street and park features destroy boards much more rapidly meaning more sales of new equipment, leading to even more dollars in advertisement sales....hmmmmmm). We can thank the opportunists out there like Burton, American Express, Shaun White, MFM, yadayadayada for that.
It is my belief that to SAVE snowboarding, we need to HATE that which would serve to distort what riding is all about. Let's get back to the basics, dump the media and exploitive large manufacturers and actually GO HAVE SOME FUN.
STICK OPPOSITION MOVEMENT
If you want to act 'serious',
then become a skier!