Promoting quiet recreation in Wisconsin.
Opposing the coming attempts to sell off Wisconsin's natural heritage.
Fighting denial about climate change. When are we hitting the streets?


Monday, March 12, 2007

"Muscular" sports...and competition...

This morning I was reading a book about the importance of controlling how political debates are framed. And then I thought about the image of silent sports versus motorized sports.

There is an "image inversion" in the idea war between silent sports and motorized recreation. In the land of mental associations, motorized sports comes across as the more "muscular" of the sports. How does that happen?

Silent sports needs to compete in the marketplace of ideas. To that end, we certainly need to emphasize environmental values, sustainability, healthiness, and the broader appeal of silent sports. But I think we also need to restore silent sports as the activity that really mentally and physically active people do.

What silent sports lacks, image wise, is the muscularity that comes with focusing on competition. If I had a television advertising budget, I would figure out a way to create an association in people's minds between the marathon runner and the hiker, the way that ATV and snowmobile advertising constantly sells machines by associating them to competition.

My "storyboard" would look like this: Marathon runner looking at her time, hiker along the North country trail looking at his map, Kayaker in competition at the Wausau whitewater park, scouts challenging rapids on the Flambeau, mountain bikers on a WORS trail competition, a family riding on the Elroy-Sparta trail , Skiers finishing the Birkie, a young child gets up on her first pair of cross country skis.

The tag line would be "Courage and Strength Live On in Wisconsin's Silent Sports Traditions. Grow strong with us!"

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