Both reproducing a specific ideology through their material acts, is that the bikers freely acknowledge the way the patches actually may actually them. They understand perfectly well that the area is actually a little bit of textile and a sacred item that has to be protected, venerated, fought for and that has got the capacity to transform their behavior ( exactly how things actually look). Because of this, they freely acknowledge into the undeniable fact that the area actually generally seems to them being a sacred item with magical properties and as such that they ritually treat it. One of many reasons for this being so is the fact that area is something reserved simply to the users, it really is an inalienable control (Weiner, 1992), it may not be purchased plus it may not be offered. Ergo, also the investment into the sacred logo design and reverence for items covered along with it is far greater than in terms of ordinary commodities.
The Harley-Davidson has been enormously successful in creating “brand communities” (Schouten and McAlexander, 1995 although, for instance
And customers venerating their iconic product, the truth that it are offered and that these communities aren’t “greedy organizations” (Coser, 1974) with sacred symbols that take control the average person life of the users and need complete dedication and commitment (unlike outlaw biker groups) does mean that individuals in particular aren’t prepared to destroy for the Harley-Davidson logo design, no matter if there might be some that are genuine Harley-Davidson fetishists and show a fetishistic framework of disavowal. But more often than not, Harley-Davidson cyclists are instead in the side that is cynical they understand well it is simply a bicycle, but nevertheless they can not assist by themselves. But inquire further when they think the Harley is sacred or at the very least sacred for them and most will laugh the question down and say, “In the conclusion it’s simply a bicycle, but I like it. ” certainly, when you look at the eyes associated with cynical Other whom maintains a distance between his/her opinions and practice that is ideological this fetishistic place for the acknowledgement of just exactly how things actually show up on the part of the fetishist is equated because of the proven fact that the fetishist really thinks that the spots are like this and inherently possess agency and energy. But this isn’t one together with same task. The fetishist will not think that the items themselves have actually agency consequently they are magical, he just admits into the undeniable fact that this is one way they actually seem to him in which he chooses to nurture this impression and develop numerous social and ritual methods surrounding it. This explains why the self-proclaimed fetishist constantly seems into the eyes of this cynical or enlightened and civilized Other because the primitive and exactly why fetishism was equated with misrepresentation and belief that is false. It really is no coincidence that outlaw bikers in many cases are identified by the mainstream being a subculture that is lowly primitive of individuals arranged like tribes.
This is especially valid for the split between regular Harley riders and outlaw bikers;
The perceive that is former latter as ancient, violent and barbarian, properly due to whatever they see as his or her exorbitant attachment to club colors and honor, whereas the latter perceive the previous correctly as wannabe bikers whom actually don’t know very well what riding a Harley with brothers is about, lacking the part of the sacred. Yet, when there is any ideological misrepresentation using destination, can it be maybe perhaps not correctly regarding the part of y our very first instance? Isn’t the position that is second more enlightened one? Perform some fetishists right right here maybe perhaps not recognize the fundamentally social nature of things instead of believing when you look at the object’s internal qualities or nature? But while fetishistic disavowal is dependant on a doubling of real information, in place of lack of knowledge, we must additionally start thinking about that there might be one thing they don’t namely know: what exactly is their fetish an alternative for? Nevertheless, this will be a topic for further research and another paper.