The Hummer Myths and Consumer Culture

by Cardenas, Elaine; Gorman, Ellen L.; Cardenas, Rene; Dillman, Joanne Clarke; Foster, Derek S.; Gorman, Ellen; Gunster, Shane; Hanson, Randel; Himberg, Julia; Long, J.Z; Lukas, Scott A.; Packer, Jeremy; Silver, Alain; Sutch, Christopher M.; Sze, Julie; Walk

• ISBN13: 9780739114766
• ISBN10: 073911476X
• Format: Hardcover
• Copyright: 2007-03-29
• Publisher: Lexington Books

Summary

The book will be a compilation of articles and essays concerning the Hummer as a cultural object, and is designed to be used by a diverse audience. Envisioned as a general interest reader, contributions will span a variety of disciplinary approaches and methodologies, including material culture, marketing and advertising, popular culture, technology, urban planning, literature and new media, political economy, and behavioral and ethnographic inquiries.

Table of Contents

Foreword: Getting Behind the Wheel	p. vii
Acknowledgments	p. xi
Introduction	p. xv
Myth and Space	p. 1
A Gated Community on Wheels	p. 3
The H3: Television Advertising and the Reconfigured Homeland	p. 15
Becoming Auto-Mobile, or Taking a Road Less Traveled	p. 29
The Hummer: The Return of the Hard Body	p. 47
Myth and Body	p. 63
Armored Bodies: The Hummer, The Schwarzenegger Persona, and Consumer Appeal	p. 65
The "Stop and Stare" Aesthetics of the Hummer: Aesthetic Illusion as an Independent Function	p. 81
Primordial Enchantment: Print Media, Promotional Culture, and the Hummer's Siren Song	p. 91
The Hummer as Cultural and Political Myth: A Multi-Sited Ethnographic Analysis	p. 115
Myth and Discourse	p. 135
The H2-The Humvee's Kinder, Gentler Other	p. 137
(R)evolutions: Myths of the Hummer in The New York Times	p. 149
Homeland Security: The Hummer as Apocalyptic Vehicle	p. 165
The Hummer as Brute Image	p. 181
Myth as Vehicle	p. 191
Resisting Hummers through Visual Rhetoric: FUH2.com as Counterpublic	p. 193
Auto Militarization: Citizen Soldiers, the Hummer, and the War on Terror	p. 207
The Hummer: Race, Military, and Consumption Politics	p. 221
I Am the Humvee	p. 233
Bibliography	p. 237
Index	p. 249
Contributors	p. 259
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