Gnarly Freelancers: Professional Skateboarders’ Labor and Social-Media Use in the Neoliberal Economy

• Published in: Journal of sport and social issues Vol. 45; no. 5; pp. 426 - 446
• Main Author: Nichols, L. Dugan
• Format: Journal Article
• Language: English
• Published: Los Angeles, CA SAGE Publications 01-10-2021; SAGE PUBLICATIONS, INC
• Subjects: Careers; Corporate sponsorship; Fetishism; Mass media effects; Neoliberalism; Skateboarding; Social media; Social networks; Working conditions; neoliberalism; skateboarding; freelance labor; social media
• ISSN: 0193-7235; 1552-7638
• DOI: 10.1177/0193723520958349

The working conditions of professional skateboarders are rarely investigated in academic literature or traditional skate media (e.g., Thrasher Magazine). This article contextualizes skateboarding labor and compares its professionals with other freelance contractors in the precarious neoliberal economy. It also explores the role of social media in skateboarders’ careers; while experiencing data mining and the fetishism of digital devices like any other online user, pro skaters must adopt platforms (e.g., YouTube) for their career advancement, as greater notoriety leads to corporate sponsorships. I outline the multiple hats that skaters wear, such as the sponsored athlete, the walking advertisement, and most importantly the emerging social-media adept. Within this context, the article further details the coercive forces keeping skaters amenable to sponsoring companies and industry insiders, such as the pejorative label of “kook.” Finally, I explain a contradiction that the profusion of Web 2.0 use has led to slight but not proportional coverage of skaters’ working conditions.