A battle for control: exchanges of power in the subculture of snowboarding.

This article uses a Gramscian perspective to explore the subculture of snowboarding, suggesting that cultural power is both resisted and reproduced. It examines the impact of commercialization on a snowboarding subculture from a participant perspective, gained from semi-structured interviews with boarders and skiers at a resort in British Columbia, Canada. The paper discusses new ways that snowboarders differentiate themselves from wider sporting cultures, in addition to how they do not outrightly reject the ideologies of mainstream sport but instead attempt to involve themselves more in the snowboarding industry. Through linking themselves with traditionally non-snowboarding institutions and creating alternatives to them, snowboarders become actively involved in the organization of snowboarding