SUBCULTURES OF CONSUMPTION: AN ETHNOGRAPHY OF NEW BIKERS Schouten, John W. McAlexander, James H. 1995 Henri Pitkänen Elli Hakkarainen

A subculture of consumption come into existence as people identify with certain objects or consumption activities and, through those objects or activities, identify with other people. The unifying consumption patterns are governed by a unique ethos or set of common values.

PRIOR STUDIES Fox (1987): hierachical social structure of punk culture based on the relative statuses of individual members. Kinsey (1982): poly-drug focused subculture & Klein (1986): bodybuilding subculture Members of the inner circle (hard core) very committed, soft core, punk pretenders. Similiar hierarchical structures from their studies about subculture. Similar hierarchical structures have also been mapped out by Kinsey ( 1982) for the poly-drug-focused subculture called "Killum and Eatum”. And by Klein (1986) for the bodybuilding subculture. Ethnographies of subcultures.

BACKGROUND Need: to look at the phenomenon of subculture from consumer behaviour perspective. Motivation: the possible existence of a distinctive, homogeneous, and enduring subculture that defined itself by a single brand or product. No personal interest towards motorcycling. Methodology: three years fieldwork that allowed the researches to experience and interact with different elements of the subculture as insiders. They began as outsiders and gradually became accepted members of various groups withing the HDSC.

OBJECTIVES To present an ethnographic analysis of one subculture of consumption, specifically the ”new bikers”, operationalized as owners of Harley-Davidson motorcycles who do not belong to known outlaw organizations. To address certain methodological considerations important in studying subcultures of consumption. To argue in favor of the subculture of consumption as a very useful yet overlooked analytic category of understanding the objects and consumption patterns with which people (and markets) define themselves in our culture. There were three different objectives

KEY FINDINGS Hierarchies of commitment & authenticity Each subgroup has its own social structures. Within-group status and across-group status. Ethos A set of core values: personal freedom, machismo, and patriotism and American heritage. Transformation of self Becoming a member of a subculture of consumption means undergoing a process of socialisation. Each subgroup has its own hierarchical social structures that reflect the status differences of individual members And although they are all highly committed to the Harley Davidson motorcycle and its consumption values, each subgroup has its unique interpretation of the biker spirit and each pursues its own purpose Within-group status is a function of an individual’s commitment to the group’s ideology of consumption Across-group status is based on each group’s judgements of the other group’s authenticity

KEY FINDINGS: MARKETING & SUBCULTURE OF CONSUMPTION Relationship building: understanding the structure and ethos of a subculture of consumption cultivates a long-lasting, symbiotic relationship From selling to helping: providing necessary objects, facilitating communications, and sponsoring events may increase customer loyalty, publicity and consumer feedback - Marketers who understand the structure and ideology of a subculture of consumption can profit from taking an active role in cultivating the commitment of its members and from serving its needs These implications brought Harley Davidson fierce customer loyalty, voluminous publicity and highly useful consumer feedback

MANAGERIAL IMPLICATIONS Symbiotic relationship Assist in socialization Sponsor events All of this provides marketers opportunities In the article they talk about symbiotic relationships The product or brand has to give something special In the Harley example, there are special people involved Harley takes great example by organizing the HOG, Harley Owners Group events Sponsor events The Abate of Freedom Rally To unite brotherhood

LIMITATIONS What’s the line between sponsoring and money-sponsoring? What if you try to over control the brand community? Does this apply in the digital world? And what about cash flow Does this lead to additional funds? Can this be ”monetized”?

THIS RELATES TO… Companies trying to build brand communities Trying to understand more than sociological constructs Brands having core values All of above-mentioned aspects relate to today in many ways. For example, companies are trying to build brand communitites in the digital world Companies have facebook pages and try to engage with their customers Finnish beer company Karhu Trying to understand more Relates to Google Analtytics Where do consumers come from, where did they come from, how long did they visit Brands having core values