Practice Diffusion

Abstract Diffusion is traditionally examined at a macro level, measured by adoption (e.g., sales), or micro assessed consumer characteristics adopter types). We address diffusion meso level focusing on how practice disseminates across extended time and cross-cultural cross-national space. conduct an historical analysis ethnographic inquiry of the dispersion indigenous practice, surfing, consequences reproduction. Our data suggest not wholesale practice. Rather, emerges diverse cultural national contexts through adaptation, fueled processes codification transposition. find that movement elements (meanings, materials, competences) their dynamic linkages (transposition, codification, adaptation) enable to (re)emerge broad historic epochs complex sociocultural landscapes. This study reveals evolves shifts in power between carriers noncarriers results distinct forms reproduction (demarcation, imitation, acculturation, innovation) can mask genealogy The continual maintenance evolution depend its strength alignment embeddedness within systems practices make up social fabric everyday life.