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: 9780739114773
• ISBN10: 0739114778
• Format: Paperback
• Copyright: 2007-03-29
• Publisher: LEXINGTON BOOKS

Summary

The Hummer: Myths and Consumer Culture is a study of the notorious automobile/sports utility vehicle. Featuring more than fifteen essays, this collection analyzes the Hummer through a wide array of disciplines, including material culture, marketing and advertising, popular culture, military technology, urban planning, and political economy. It provides a complete overview of the vehicle: production, marketing aspects, and cultural significance.

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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