Jake Burton speaks out on Love graphics
Sure you might listen to Jake Burton when he says the graphics are not pornographic. But if you saw the exact same images in a porno mag you would call it porn. Yes, it´s all about how you read the signs and in what context they are shown. But you don´t need to be a semiotics expert or a rigid feminist to see that the graphics – and hence Burton – represents women commercial in a way I thought was more or less impossible 2008. The problem is as always with this sort of pictures: the image reduces the woman to her body only and that body is there only for sex and for the male gaze. And this seems to be a discussion that the owners of Burton refuses to take.
Yes, you can say that the Love graphics are in a tradition of controversail design that always have been represented within snowboard and skateboard. But again – I don´t think that´s the point. Buy and support Burton or not? That´s your own decision. For myself – I´m not going to buy Burton for a long while.