TECHNES Encyclopedia Database

The case of Enjoi provides a wealth of material with respect to discourses. This company’s name is a literal reference to the community’s popular jargon by linking the VX with destruction. In its advertising materials, it shows in the form of metaphors the result of the encounter between the sport, where it is practised and the camera. In an initial ad, the camera is presented as a weapon foretelling destruction. In another, the VX is completely unusable and destroyed. Here we should note that destruction has an important place in the community. For example, “skate and destroy” is a noteworthy expression which comes from the name given to a video game developed by Z-Axis and presented by Thrasher Magazine. The term destruction in this expression shows that the public places appropriated by skateboarders tend to be destroyed by their use of them. This destruction can be seen as two-fold: on the one hand, there are the material elements of the place, which are constantly disintegrating from contact with the skateboarders’ artillery (wooden boards, metal trucks, wax for sliding); while on the other hand there is also the idea of conceiving destruction as if the number of possible and impressive manoeuvres was finally achieved in these places.