Media Filter - or - Culture Jamming

I last wrote as an embedded correspondent in LA, and did not get back into town until Monday. Down in LA, the surf picked up on Sunday. I got head high south swell with the masses at the Bluffs. The wind was down, surf glassy, and the smog thick. By the way, it's no longer the Bluffs - instead it's Dog Beach - and believe me, there were almost as many dogs as people on the beach. It's nothing like we know at the point - "the masses" doesn't do it justice. Anyway, I got some waves, but each wave left me thinking of home. I raced home and got some fun waves at sharks on Monday, second bowl held on Tuesday, and then it was back to sharks on Wednesday. I stayed out for long sessions - like a hungry traveler who's not sure about his next meal. I stuffed myself. I got a chance to catch up on the news regarding the "surf school's uncool" rally, and participants felt it went well. Unfortunately, the word I got from the general community was not as positive. Out in the ether, the rally was perceived as whining from a petty, unorganized group of surf grumps. In one specific instance, my best friend was told by another who saw the media coverage that "the petty whiners were a joke". My friend explained that the cause was a serious one - regarding safety and respect for the sport. Once illuminated, the person was more sensitive to the cause. It made me think that we didn't do a great job getting the message out. Two questions came to mind. One, was there clarity in the message? Let me say that in one photo sent for me to post, I noticed a sign held by one of the marchers that read "If you ride a foammie, you're not my hommie". It garnished a chuckle, and surfers are clowns, but was this the message? It was like jamming culture jamming. If you go carrying pictures of Chairman Mao..........Two, did the media repeat the message, or did the media filter distort the message for their own agenda? - like ratings, watchability, reality TV, something for the sponsors. Can you trust the mainstreamedia? I think not. What's the alternative? First - clarity in communication. What are the problems with surf schools? safety? Respect for surfing culture? Unnecessary overcrowding? Are the issues defensible? What about the surf shops who rent the equipment and point their customers down 41st? If it sounds like a lot of work - I think it is. Second - can we cut through the media filter and talk with the school owners and instructors? If we come up with a solution together - maybe we make progress on the safety issue, respect issue, and crowding issue - but there is still the shops - and like the schools, they're in business - generating tax dollars for the county. It's a complex situation that needs clear communication, and if communication doesn't work, then maybe some civil disobedience will. What about holding a refresher course right in the middle of every surf school session held within a two week period, with the threat of continued interference until a deal is sealed. We may lose some surf time, but what about shifts? Anybody for an LB session on the shoulder of the surf school shoulder? What about approaching the students and letting them know how we feel. Make them feel uncomfortable about what they are contributing to, and how they could change it - like learning to ride white water at the beaches. In a way you can't blame the students. They watch TV, see that bitchin SUV, unwaxed boards, beautiful people, and say "that's for me". Culture jamming that stream of advert is a challenge - but that's what we got to do.  ¶ 12:38 AM