Both reproducing a particular ideology through their material acts, is that the bikers freely acknowledge the way the spots really seem to them. They understand perfectly well that the area is both an item of material and an object that is sacred has to be protected, venerated, battled for and therefore has the capacity to transform their behavior ( exactly how things actually look). Because of this, they freely acknowledge towards the undeniable fact that the area actually seems to them as a sacred item with magical properties and as such that they ritually treat it. One reason why for this being so is the fact that area is something reserved simply to the people, it really is an inalienable control (Weiner, 1992), it is not purchased and it also can not be offered. Thus, additionally the investment within the sacred logo design and reverence for things covered along with it is far more 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 consumers venerating their iconic item, the reality that it may be sold and that these communities aren’t “greedy organizations” (Coser, 1974) with sacred symbols that take control the in-patient everyday lives of the people and need commitment that is full commitment (unlike outlaw biker clubs) does mean that folks at large aren’t happy to destroy for the Harley-Davidson logo design, regardless of if there might be some that are genuine Harley-Davidson fetishists and display a fetishistic structure of disavowal. But more often than not, Harley-Davidson cyclists are instead in the cynical part: they understand well it is only a bicycle, but nevertheless they can’t assist by themselves. But inquire further them & most will laugh the concern down and say, “In the conclusion it’s simply a bicycle, but i really like it. When they think the Harley is sacred or at the least sacred to” certainly, within the eyes of this cynical Other whom maintains a distance between his/her thinking and practice that is ideological this fetishistic place for the acknowledgement of exactly exactly how things actually show up on the part of the fetishist is equated utilizing the indisputable fact that the fetishist actually thinks that the spots are actually that way and inherently possess agency and energy. But it is not one plus the thing that is same. The fetishist will not think that the items on their own have actually agency and generally are magical, he just admits towards the proven fact that this is one way they actually may actually him and he chooses to nurture this impression and develop numerous cultural and practices that are ritual it. This describes why the self-proclaimed fetishist constantly seems within the eyes regarding the cynical or enlightened and civilized Other once the primitive and just why fetishism is equated with misrepresentation and belief that is false. It really is no coincidence that outlaw bikers in many cases are sensed by the conventional being a subculture that is lowly primitive of individuals arranged like tribes.
This is especially true for the split between regular Harley riders and outlaw bikers;
The perceive that is former latter as ancient, violent and barbarian, correctly as a result of whatever they see as their extortionate accessory to club colors and honor, whereas the latter perceive the previous exactly as wannabe bikers whom actually don’t understand what riding a Harley with brothers is focused on, lacking the part of the sacred. Yet, if you have any ideological misrepresentation using destination, can it be not properly from the part of y our very very first instance? Isn’t the second place the more enlightened one? Perform some fetishists here perhaps maybe not recognize the nature that is fundamentally social of in place of thinking within the object’s internal characteristics or character? But while fetishistic disavowal is founded on a doubling of real information, in the place of lack of knowledge, we ought to additionally start thinking about that there might be one thing they don’t namely know: what’s their fetish a replacement for? Nonetheless, this could be a topic for further investigation and another paper.