SUV's (was "Re: mystery solved")
sokol at jhu.edu
Wed May 23 07:05:16 PDT 2001
At 04:36 PM 5/22/01 -0700, John G. wrote:
>express this hegemonic ethic. As an empirical exercise, flip through the
>of any of the house organs of the Big Green organizations (NRDC's _Amicus
>Journal_, for example) -- these pages are studded with SUV ad after SUV ad.
>What makes these ads work -- vindicating the manufacturers' decision to
>an upper middle-class liberal audience which forms the bedrock of Big Green's
>donor base -- is that they deeply resonate with this audience's highly
>ideological notion of what it means to be an environmentalist.
>At the core of the average upper-middle class liberal's sense of cultural
>distinctiveness -- the all-important social identity that sets him/her apart
>from the teeming hordes of obnoxiously coarse average Amerrikuns (i.e. the
>working class with their professional wrestling, tabloid magazines, and
>monster trucks, and the country-club Republicans with their golf and their
>is his/her enjoyment and appreciation of ostensibly "refined" experiences.
These two paragraphs seem to contradict each other, no? SUC (sport utility
car) is a version of the monster truck, it even behaves like a monster
truck (in ads at least); it steamrolls everything else around it, other
cars, pristine environment, etc. No wonder that SUCs are particularly
popular among rednecks/yo-boys with college degrees - basically a typical
petite nouveu riche element. It is basically a more "upper"-class version
of the old trailer park habit of driving a truck rather than a car. As
they say, you can take a person out of a trailer park, but it is not so
easy to take the trailer park out of a person.
Second- third- etc. generations of upper class-men/women have more refined
automobile tastes, such as MG.
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