The beach, young Australians and the challenge to egalitarianism in the 1960s

Moore, Keith (2006) The beach, young Australians and the challenge to egalitarianism in the 1960s. In Hall, Carly & Hopkinson, Chanel (Eds.) Social Change in the 21st Century 2006, 27th October 2006, Queensland University of Technology, Brisbane.

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During the 1960s, Australians embraced an urbanised, middle-class reality with leisure an integral component of social status. Advertisers, mindful of the demographic over-representation of the baby-boomer generation, sought to identify with potential customers by embracing sun-tanned, healthy, youthful, well-to-do beach goers as a new target demographic. As young Australians internalised advertisers’ messages, social stratification based on surfing ability, good looks, wealth and ethnicity became commonplace on Australia’s beaches. Representations of the ideal surfer and physically attractive female beach-goers alienated the not-so wealthy, the not-so–good-looking and the less well-informed, but their inability to belong strengthened the image’s exclusive appeal. The baby-boomers as teenagers dominated the sixties through their numbers and assertiveness. Consequently, their attitudes and values, notwithstanding their superficiality and social destructiveness in some cases, were usually analysed in admiring terms by the press and the older generation more generally.

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ID Code: 6597
Item Type: Conference Paper
Refereed: Yes
Keywords: 1960s, Baby Boomers, Beach, Stratification, Australia
ISBN: 1741071291
Subjects: Australian and New Zealand Standard Research Classification > HISTORY AND ARCHAEOLOGY (210000) > HISTORICAL STUDIES (210300) > Australian History (excl. Aboriginal and Torres Strait Islander History) (210303)
Divisions: Past > QUT Faculties & Divisions > QUT Carseldine - Humanities & Human Services
Copyright Owner: Copyright 2006 Keith Moore
Deposited On: 19 Mar 2007 00:00
Last Modified: 29 Feb 2012 13:24

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