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Subcultures of Consumption
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Ethnography of the New Bikers
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— By: - John W. Schouten, James H. Mcalexander —
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The article “Subcultures of Consumption“, by John W. Schouten, James H. Mcalexander, says that the subculture of consumption is a distinctive subgroup of society that self-selects on the basis of a shared commitment to a particular product class, brand, or consumption activity. Other characteristics of a subculture of consumption include an identifiable, hierarchical social structure; a unique ethos, or set of shared beliefs and values; and unique jargons, rituals, and modes of symbolic expression.
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The article has three objectives: -
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The first is to present an ethnographic analysis of one subculture of consumption, specifically the “new bikers,” the owners of Harley-Davidson motorcycles who do not belong to known outlaw organizations. We do not exclude outlaw bikers from the Harley-Davidson-oriented subculture of consumption (hereafter abbreviated HDSC).
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The second objective is to address certain methodological considerations important in studying subcultures of consumption.
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The third is to argue in favor of the subculture of consumption as a very useful and yet overlooked analytic category for understanding the objects and consumption patterns with which people (and markets) define them in our culture.
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The findings are discussed in terms of four major concerns:
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- the overall structure of the subculture
- its ethos (i.e., its underlying values and their expression and maintenance),
- its impact on the lives and identities of individual consumers, and
- its articulation with marketing institutions.
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The findings of the study are grouped into four major categories:
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- structure,
- ethos,
- transformation of self, and
- the role of marketing in the subculture of consumption.
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Structure
The structure of the subculture, which governs social interactions within it, and which we now address, is a direct reflection of the commitment of individuals to the ethos. The concentric social structure consists of members of the inner circle (hard core) demonstrate a commitment to punk style and ideology that is full-time and enduring. The soft core is formed by those whose commitment to punk Styles and values is less complete and whose roles are subordinate to and dictated by the hard core. Research indicates a complex social structure of multiple, coexisting subgroups that claim the biker designation and don the biker uniform (i.e., some combination of jeans, black boots, and Tshirts. a black leather jacket, and a vest that may carry insignias of club affiliation).
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Each subgroup Has its own separate hierarchy. Moreover, although each subgroup is highly committed to the Harley-Davidson motorcycle and to a related set of consumption values, each subgroup also has its own unique interpretation of the biker ethos (cf. Fine [1979] on the idiocultures of Little League baseball teams), and each pursues its own charter or purpose. The subculture of Harley owners cuts across many social categories, yet within its various subgroups there is a propensity toward homogeneity.
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Hierarchy within structure:
Each subgroup within the HDSC maintains a formal hierarchy of officers that is subsumed by an informal hierarchy based on within-group status. Status is conferred on members according to their seniority, participation and leadership in group activities, riding expertise and experience, Harley-specific knowledge, and so forth—in short, and the results of an individual’s commitment to the group’s consumption values. Visible indicators of commitment include tattoos, motorcycle customization, club-specific clothing, and sew-on patches and pins proclaiming various honors, accomplishments, and participation in rallies and other rider events. The status hierarchy is also reflected in the group’s riding formation.
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Barrier to entry:
The structural integrity or exclusivity of the HDSC and its subgroups is protected by barriers to entry. New members rarely, if ever, are recruited aggressively. The club does not approach you; you must approach the club as a supplicant.
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Ethos
Part of the reason for the existence of the HDSC is that certain people have found embodied in the Harley- Davidson motorcycle cultural principles and categories that resonate with their own needs and values. Each subgroup within the HDSC is committed to the same set of core values, but each group interprets them in a manner that is contextually consistent with the prevailing life structures (i.e., ages, occupations, family structures) of its members. The values that make up the biker ethos touch on virtually all aspects of members’ lives, including the social, the political, and the spiritual. So strong is the Harley-Davidson motorcycle as an organizing symbol for the biker ethos that it has become, in effect, a religious icon around which an entire ideology of consumption is articulated.
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Core Values
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Personal Freedom:
The dominant value in the ethos of the HDSC is personal freedom. Two kinds of personal freedom are particularly important: liberation (i.e., freedom from) and license (i.e., freedom to). Virtually every biker identifies strongly with the motorcycle as a symbol of freedom that contrasts starkly with the automobile (“cage” or “coffin” in biker vernacular) as a symbol of confinement. Two systems of symbols embody the value of personal freedom; they are the spread winged Harley eagle and the Harley-as-horse metaphor.
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Machismo:
Members of the HDSC value manliness. Expressions of machismo abound. A popular T shirt in Harleydom proclaims that “Real Men Wear Black.” The concern for what real men do pervades virtually every aspect of the biker experience.
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Transformation of Self
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The stages traversed are: -
(1) experimentation with the biker identity,
(2) identification and conformity, and
(3) mastery and internalization.
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Becoming a member of a subculture of consumption generally means entering at the bottom of a status hierarchy and undergoing a process of socialization. Socialization brings about a transformation of the individual that entails an evolution of motives for involvement and a deepening of commitment to the subculture and its ethos.
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MARKETING AND SUBCULTURE OF CONSUMPTION
By understanding the process of self-transformation undergone by individuals within a subculture of consumption, a marketer can take an active role in socializing new members and cultivating the commitment of current ones. Harley-Davidson cultivates consumer commitment through means such as supplying a steady stream of information geared to the needs of newcomers and providing a full range of clothing, accessories. Subcultures of consumption provide opportunities for marketers to engage them in symbiotic relationships. Marketers who understand the structure and ethos of a subculture of consumption can profit from serving its needs. In addition to providing necessary objects for the functioning of the subculture, marketers may also assist in the socialization of new members, facilitate communications within the subculture, and sponsor events that provide havens for the activities of the subculture. In return marketers may accrue increased customer loyalty, publicity, and consumer feedback, among other benefits.
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