Both reproducing an ideology that is certain their material acts, is that the bikers freely acknowledge how a spots actually may actually them. They understand completely well that the spot is both an item of textile and a sacred item that should be protected, venerated, battled for and that has got the capacity to transform their behavior ( just just exactly how things actually look). Because of this, they freely acknowledge to your undeniable fact that the area actually seems to them being a sacred item with magical properties and as such that they ritually treat it. A primary reason for this being so is the fact that area is something reserved simply to the users, it really is a possession that is inalienableWeiner, 1992), it is not bought plus it can’t be offered. Thus, also the investment when you look at the sacred logo design and reverence for things covered it comes to ordinary commodities with it is far higher than when.
Although, for example, the Harley-Davidson is extremely effective in creating “brand communities” (Schouten and McAlexander, 1995)
And consumers venerating their iconic item, the fact it are offered and that these communities aren’t “greedy organizations” (Coser, 1974) with sacred symbols that take control the person life of these people and need commitment that is full commitment (unlike outlaw biker groups) does mean that folks most importantly are not prepared to destroy when it comes to Harley-Davidson logo, no matter if there might be some that are genuine Harley-Davidson fetishists and show a fetishistic framework of disavowal. But by and large, Harley-Davidson cyclists are instead regarding the cynical part: they understand well it’s simply a bicycle, yet still they can not help by themselves. But question them them & most will laugh the concern down and say, “In the finish it really is simply a bike, but i really like it. If they think the Harley is sacred or at the very least sacred to” certainly, within the eyes associated with the cynical Other whom maintains a distance between his/her values and ideological training, this fetishistic place regarding the acknowledgement of how things really show up on the an element of the fetishist is equated utilizing the proven fact that the fetishist actually thinks that the spots are actually like this and inherently possess agency and energy. But it is not one while the thing that is same. The fetishist will not genuinely believe that the things by themselves have agency and are also magical, he just admits to your undeniable fact that this is one way they actually may actually him in which he chooses to nurture this impression and develop numerous social and practices that are ritual it. This describes why the self-proclaimed fetishist constantly seems into the eyes associated with 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 recognized by the conventional being a lowly ancient subculture of symbol-minded people arranged like tribes.
This is especially valid for the split between regular Harley cyclists and outlaw bikers;
The previous perceive the latter as primitive, violent and barbarian, exactly as a result of whatever they see because their exorbitant accessory to club colors and honor, whereas the latter perceive the previous correctly as wannabe bikers whom really don’t understand what riding a Harley with brothers is focused on, lacking the part of the sacred. Yet, when there is any ideological misrepresentation using spot, could it be maybe not correctly regarding the side of our very first instance? Just isn’t the position that is second more enlightened one? Perform some fetishists right here not recognize the nature that is fundamentally social of instead of thinking into the object’s internal characteristics or character? But while fetishistic disavowal will be based upon a doubling of real information, instead of lack of knowledge, we must additionally consider that there could be one thing they don’t know, particularly: what exactly is their fetish a replacement for? Nevertheless, this could be a topic for further research and redtube another paper.