Biker in American Culture. The intended audience that this article is aimed at appears to be the general public in an attempt to educate. The article appears to be an analysis in itself of the biker image and it's evolution to what it is today. The writers of the article were very detailed in their analysis. In the beginning of the article they write about commodification of our society in general through products and mass production. There is a suggestion that we as an American society associate happiness and fitting in, with buying certain products and having certain things. I believe this to be true and see this as something that is evolving still today. Even me growing up have associated success in my life with one day owning a nice new car and my own house, having the clothes I want and going on trips. This pressure in America to have money and things is getting a rough go around right now since the recent recession. Now Americans are associating just having a job period as something to make you happy and fitting in with the rest of society.
As the article goes on the writers delve into an analysis of the commodification of the image of the American biker. The writers believe that the increase in popularity of motorcycles and this image is in response to the commodification of a rebellious look created in the past and attracted to capitalists to sell products to people who seek to look adventurous and express their rebelliousness. This is amplified by the media and sold to consumers to help them create this identity that they want. The writers suggest that bikers currently are more interested in looking like a member of this "consumer tribe" than they are actually interested in riding. I for one have to agree. I think this is definately a stereotype but that it is very true. I think that a lot of these bikers today are not as hard and rebellious as they like to put on that they are. But they want to have that look and fit into this group. I work with people like this, live next to people like this and am related to people like this.
Also in the article they describe the imagery associated with bikers, the history behind it and the new millenium image and lifestyle of the American Motorcyclists. I found the article to be a very interesting read and I really enjoyed reading it. It made a lot of sense to me and I learned a lot from this article about the stereotypes of bikers right down to the leathers jacket. I found that interesting how they mentioned that the leather jacket is an icon in the article. What a good read for anyone interested in biking or anyone that knows a lot about biking.
Reference
Commodification and Popular Imagery of the Biker in American Culture
1. University of Louisville
[The publisher, Blackwell Publishing Inc, does not provide an abstract for this article.]
http://0-journals.ohiolink.edu.olinkserver.franklin.edu/ejc/pdf.cgi/AUSTIN_D._MARK.pdf?issn=00223840&issue=v43i0005&article=942_capiotbiac






