To the Extreme by Robert E. Rinehart, Synthia Sydnor

By Robert E. Rinehart, Synthia Sydnor

Insider and outsider narratives at the essence of recent "extreme" activities

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So, magazines have spent a lot of time establishing stars and potential icons. The profile is a staple of each month’s issue. Magazines are currently—of course, 38 Robert E. Rinehart informally—in the process of establishing rough hierarchies of these stars. And, as in mainstream sport, enthusiasts will claim that the hierarchies are solely based on the tricks each person can perform— but of course in establishing heroes in the magazines, personality, attitude, style all matter a great deal. Out on the street, performance and bravura matter more, but in the magazines, words reflecting mores are critical.

6 times the existing contract. Disney now has exclusive cable rights, “rights to more than 100 games for ESPN International . . ”40 Disney has consistently utilized a ‘synergistic’ strategy in which a variety of arms of the corporation intertextually promote one another, geometrically rather than additively increasing the whole of consumer exposure and recognition. The golden arches of McDonald’s have combined with the silhouetted ears of Mickey Mouse, producing an extremely powerful, and relatively unchallenged, educational model for present and future consumers.

3 The questions assume a complex ‘constellation’ of interrelationships, which I may only hope to better expose through discussion. As Walter Benjamin is said to have written to Theodore Adorno, “The great book of the future . . ”4 My main ‘reassembly’ in this chapter will be to examine the intersections between individuals, groups, and corporations that were involved with in-line skating in the late 1990s and that resulted in the coproduction of a variety of commodities within this new alternative sport market niche.

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