Page 120 - Introduction to Electronic Commerce and Social Commerce
P. 120

Sport and Magazines  •  109

            reader of Climber magazine in terms of national identity. The update section focuses
            on news and events of interest to climbers in Great Britain. There is a report on the
            completion of a Hard Rock Challenge by two climbers, local news from the Lake
            District and Scotland, two obituaries, and announcements about upcoming mountain
            festivals. These articles have a personalised tone. For example, the Lake District
            news includes a list of new routes that have been developed in the area, the ‘altrustic’
            efforts of climbers who replaced old bolts on some routes, and a request for readers
            to get in contact regarding routes in the area. In addition, the stories about climbs that
            are announced on the cover are all found in Britain: the new series announced on the
            cover is a tour of the best crags in Britain, ‘seeking our top quality mid-grades that
            are guaranteed to inspire you’; ‘Culm dancing’ features climbs on the north sea coast
            of Devon; and the Black Rocks are in the Peak District. The editor states that this was

            his first time visiting the (Italian) Dolomites in forty years of climbing, reinforcing
            the British address of the magazine.
               Articles on places provide a description of the climb, the surroundings and practi-
            cal arrangements relating to travel, accommodation, gear and guidebooks. Within
            articles are discussions of the appeal of an area such as its beauty, uniqueness and

            climbing qualities as well as very specific information on different routes and their

            levels of difficulty. Summaries of climbing areas highlight some of the key ways that
            locations are assessed. An article on Black Rocks in the Peak District concludes,
            ‘Black Rocks is simply one of the most compelling grit crags. It is a place to test
            yourself, to put into context your triumphs at other crags, to experience climbing at
            its most basic’ (Horscroft 2007: 59). Specialist language permeates the description
            of the Devon landscape (Pickford 2007):

               An unreconstructed spirit of wilderness climbing saturates the Culm Coast at every
               level, from long runouts on open slabs, to hidden tidal zawns filled with driftwood,

               and to clifftops covered in thrift where ragged blackthorn grows. For the adventure-
               seeking climber, there is no better place in England to go exploring. (p. 45)

            Individuals or pairs of individuals climbing are the primary subjects of images
            throughout the magazine. Often these are large photographs indicating the scale of the
            climb and the sense of the lone or paired individual making a diffi cult ascent. In ad-
            dition, they may portray a particularly challenging aspect of the climb. For example,
            the cover photograph is described inside as ‘Gavin Symonds making the fi rst ascent,
            ground up, without inspection . . . This DWS features a wild dyno to a flared slot at


            two-thirds height—this was a move that eluded him on the first ten attempts!’ A later

            photograph is captioned, ‘Dave Birkett, on the first ascent, reaches for the tiny crimper

            from where he could place a high No. 4 wire which was effectively the first good piece
            of protection on the route.’ The emphasis on the individual and the mountain is part of
            the depiction of climbing, while the address is to the community of climbers, and the
            images emphasise the individuality of the pursuit and the climber’s technique.
   115   116   117   118   119   120   121   122   123   124   125