Takes a closer look at the mythology of female surfing as represented by the surf industry (e.g. surf brands/companies; surf media). The key is not to deny forthright the sexuality of women, but to ensure that women are not simply narrowly defined as passive objects for another's sexual pleasure. This is especially important in sports where we find a powerful paradigm of health and mitigating the negative social influences of the media and peers.
IDENTIFIES the opportunity of Sports, specifically boardsports, as a social institution that mitigates the influence of media and peers in the sexualization of girls and women; DEFINES the problem of how women and girls (and female athletes) are represented by the majority of surf companies through their websites and advertising and how the surf media narrowly portrays and marginalizes female surfers using sociological concepts; EXPLORES the sponsorship dynamic and how it creates and maintains the internalization of the sexualization, learned helplessness and negative body image of young girls in surfing despite the rhetoric of surf brands claiming to be "authentic" depictions of the life of sponsored athletes; TARGETS three areas which require attention to FIX the problems illustrated, with an added emphasis on the need for the visibility of positive role models who are not narrowly defined by their sexuality.