University of South Florida Scholar Commons Graduate Theses and Dissertations Graduate School October 2017 Grassroots Branding: An Exploration of Grassroots Businesses within the Florida Skateboard Community Lawrence M. Shaw University of South Florida,
[email protected] Follow this and additional works at: http://scholarcommons.usf.edu/etd Part of the Social and Cultural Anthropology Commons Scholar Commons Citation Shaw, Lawrence M., "Grassroots Branding: An Exploration of Grassroots Businesses within the Florida Skateboard Community" (2017). Graduate Theses and Dissertations. http://scholarcommons.usf.edu/etd/7085 This Thesis is brought to you for free and open access by the Graduate School at Scholar Commons. It has been accepted for inclusion in Graduate Theses and Dissertations by an authorized administrator of Scholar Commons. For more information, please contact
[email protected]. Grassroots Branding: An Exploration of Grassroots Businesses within the Florida Skateboard Community By Lawrence M. Shaw A thesis submitted in partial fulfillment Of the requirements for the degree of Master of Arts Department of Anthropology College of Arts and Sciences University of South Florida Major Professor: S. Elizabeth Bird, Ph.D. Dillon Mahoney, Ph.D. EJ Ford, Ph.D. Date of Approval: Keywords: Skateboarding, Phenomenology, Neoliberalism, Branding, Experience, Ethnography Copyright 2017, Lawrence M. Shaw Acknowledgments Thank you to the Florida skateboard community for making this research possible. Be- yond the scope of this project, you have given me friendship and experiences that have fostered personal growth both on and off the skateboard. Every interaction illustrated the skateboarding’s potential to bring people together. I want to extend my gratitude to Dr. S.