Research Report 2: How Surf Magazines Can Gain Focus and Purpose in the Modern Media Landscape

The following discussion is an addendum to the surf industry report titled Circling the Drain, and reflects on the significance of the finding that magazines are superior for the uses and gratifications motive of identity and trust. It will establish relevant theoretical links and explain what this means for the surfing subculture and why it is important to surf brands. A powerful driver of consumer interest in surf brands is the mainstream appeal of surf culture (Ford & Brown, 2005; Hull; 1976; Humphreys, 1997; Jarratt, 2010; McGregor,1966; Stratton,1979). This can be better understood when consideration is given to the concept of personal identity development.