Claiming the Throttle: Multiple Feminities in a Hyper-Masculine Subculture
Journal
Consumption, Markets and Culture
ISSN
1025-3866
ISSN-Digital
1477-223X
Type
journal article
Date Issued
2006-08-20
Author(s)
Abstract
This feminist re?examination of an ethnography of Harley?Davidson motorcycle owners uncovers a world of motivations, behaviors, and experiences undiscovered in the original work. The structure and ethos of subculture are understood differently when examined through the lens of feminist theory. Through the voices of women riders in a hyper?masculine consumption context we discover perspectives that cannot easily be explained by extant theory of gender and consumer behavior. We find women engaging, resisting, and co?opting hyper?masculinity as part of identity projects wherein they expand and redefine their own personal femininities. This study reveals invisible assumptions limiting the original ethnography and thus reiterates the problems of hegemonic masculinity in the social science project.
Language
English
Keywords
Masculine
Feminine
Consumer Behavior
Subculture
Community
Bikers
HSG Classification
contribution to scientific community
Refereed
No
Publisher
Routledge
Publisher place
London
Volume
9
Number
3
Start page
171
End page
205
Pages
35
Subject(s)
Division(s)
Eprints ID
227768