Do you ever think about the first time a concept really stuck for you? Not the first time you heard of the concept, but rather the first time it resonated and had meaning. I think about this all the time. We are inundated with a flood of ideas and words all the time, but what makes them stick? What memories or experiences make this possible? Take, for example, the concept of “commodification,” an idea that always gets me thinking about the strange, complex, symbolic, abstracting behaviors of humans.
Commodification. I think I know the moment I was first confronted with that strange idea…but I didn’t really know it at the time. I just knew there was something there, something equally fascinating and revolting, that needed to be examined, picked apart, and dissected. It happened in the early 1990s. I was 16 years old. I remember opening a copy of a new surfing magazine, and laying my eyes on the photograph above, taken by photographer Tom Servais, of the greatest surfer of all time,[1] riding a logo-free surfboard in full defiance of the (then) highly commercialized world of professional surfing. Continue reading
