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Sport and Magazines • 111

accessing a climbing identity, reminiscent of the mirror stage, whereby I become
a climber by accepting certain rules that distinguish me from other (non) climbers’

(Erikson 2005: 383). Style refers to the classification of bodies within the context
of climbing and risk and relates to the difficulty of particular ascents, the danger of

falling and the ways that protection is used (Donnelly 2003; Erikson 2005). Argu-
ably, the most desirable examples of ‘style’ on display for readers in the magazine
are those attached to images and descriptions of the accomplishments of white male
bodies.
A ‘gear update’ section features reviews of the latest climbing gear. This edition

reviews five of the latest jackets using Gore-Tex and a gadget called the ‘tadpole’ that
enhances the effectiveness of a karabiner. Again, these are all very focused on the
functional needs of climbers, rather than on appearance or fashion. For example,
the jackets are evaluated in relation to factors such as weight, durability, fl exibility
and protection. The only advertisements in the magazine feature climbing-related
products such as ropes, helmets, harnesses, karabiners and clothing, reinforcing its
address to a specialized and knowledgeable reader.

The final sections of the magazine focus on improving stamina through circuit
training on climbing walls and a tutorial on climbing slopes. The need for prepa-
ration underpins two individual profiles that highlight the acetic lifestyle and intense

training of the climbers. This again accentuates the serious tone of the magazine and
provides insight into the ideal reader, the ‘sporting “elite” ’ climber who is ‘openly
obsessed with training regimes, dietary habits, and body image’ (Robinson 2004:
118). The emphasis on body and training is reinforced in photographs throughout the
magazine which portray climbers as lean, fit white men and women who are serious

and focused.
Who is the imagined reader of Climber magazine? The address is situated in rela-
tion to British climbers seeking to explore less populated but challenging and beauti-

ful climbs in the country. Photographs depict individuals on difficult climbs against a
backdrop of dramatic scenery. The information in the articles is designed for serious
climbers and addresses the appearance of the location and the range of potential
climbs and existing routes as well as the popularity (a negative) of the destination.
Although it is clear from the photographs that challenge and risk are factors, the ar-
ticles emphasise planning and preparation and matching the difficulty of the climb to

the climber’s capabilities. However, words like adventure, difficulty, challenge, fear

and bravery do play a factor: ‘a certain amount of technical improvisation, and an
ability to stay cool well above gear is usually required on the harder slab routes of
the Culm. It goes without saying that aficionados of Llanberis slate will feel at home

on these adrenaline-inducing climbs’ (Pickford 2007: 44).
A different kind of address is discernible in the second magazine case study. Os-
tensibly another specialist sport magazine, the design and contents of the fi rst edi-
tion of Crush magazine focused more on the lifestyle associated with women’s golf,
rather than the sport.