Counterculture and hyper-capitalism : commodifying the rebel : the case of Harley-Davidson

2015
journal article
article
dc.abstract.enThe paper focuses on the universal mechanisms of capitalism to convert resistance into commodity, and to make money on selling the illusions of independence, freedom, and self-fulfillment. This process is exemplified by one of the most popular motorcycle brands: Harley Davidson. In the 1960s, Harley Davidson became a symbol of rebellion, diversity, freedom and resistance against the establishment values and lifestyle; however, soon these symbolic associations became the basis for marketing strategies that have turned Harley Davidson into one of the most luxurious brands in the automotive industry. Harley-Davidson is just one of many symbols of the revolution of the 1960s that sells freedom and independence to their users trapped in the mechanisms of capitalism. Music, clothes, jewelry, vegetarianism and ecology, discovered and propagated by counterculture rebels as the factors of a new, revolutionary lifestyle, were all co-opted into the very system and became globally sold commoditiespl
dc.affiliationWydział Studiów Międzynarodowych i Politycznych : Instytut Amerykanistyki i Studiów Polonijnychpl
dc.contributor.authorSzymkowska-Bartyzel, Jolanta - 132293 pl
dc.date.accession2016-01-15pl
dc.date.accessioned2016-01-15T12:51:34Z
dc.date.available2016-01-15T12:51:34Z
dc.date.issued2015pl
dc.date.openaccess0
dc.description.accesstimew momencie opublikowania
dc.description.additionalBibliorg. s. 18pl
dc.description.number4pl
dc.description.physical1-19pl
dc.description.publication1,3pl
dc.description.versionostateczna wersja wydawcy
dc.identifier.eissn2182-9446pl
dc.identifier.projectROD UJ / Ppl
dc.identifier.urihttp://ruj.uj.edu.pl/xmlui/handle/item/19753
dc.identifier.weblinkhttps://docs.google.com/viewer?a=v&pid=sites&srcid=ZGVmYXVsdGRvbWFpbnxvcGNpdGFwZWFhfGd4OjQ1YzhlMGQzYmYwYTkyOWUpl
dc.languageengpl
dc.language.containerporpl
dc.rightsUdzielam licencji. Uznanie autorstwa - Użycie niekomercyjne 2.5*
dc.rights.licenceCC-BY-NC
dc.rights.urihttp://creativecommons.org/licenses/by-nc/2.5/pl/legalcode*
dc.share.typeotwarte czasopismo
dc.subject.encounterculturepl
dc.subject.enconformismpl
dc.subject.enrebelpl
dc.subject.enconsumptionpl
dc.subject.enHarley-Davidsonpl
dc.subtypeArticlepl
dc.titleCounterculture and hyper-capitalism : commodifying the rebel : the case of Harley-Davidsonpl
dc.title.journalOp. Cit.pl
dc.typeJournalArticlepl
dspace.entity.typePublication
dc.abstract.enpl
The paper focuses on the universal mechanisms of capitalism to convert resistance into commodity, and to make money on selling the illusions of independence, freedom, and self-fulfillment. This process is exemplified by one of the most popular motorcycle brands: Harley Davidson. In the 1960s, Harley Davidson became a symbol of rebellion, diversity, freedom and resistance against the establishment values and lifestyle; however, soon these symbolic associations became the basis for marketing strategies that have turned Harley Davidson into one of the most luxurious brands in the automotive industry. Harley-Davidson is just one of many symbols of the revolution of the 1960s that sells freedom and independence to their users trapped in the mechanisms of capitalism. Music, clothes, jewelry, vegetarianism and ecology, discovered and propagated by counterculture rebels as the factors of a new, revolutionary lifestyle, were all co-opted into the very system and became globally sold commodities
dc.affiliationpl
Wydział Studiów Międzynarodowych i Politycznych : Instytut Amerykanistyki i Studiów Polonijnych
dc.contributor.authorpl
Szymkowska-Bartyzel, Jolanta - 132293
dc.date.accessionpl
2016-01-15
dc.date.accessioned
2016-01-15T12:51:34Z
dc.date.available
2016-01-15T12:51:34Z
dc.date.issuedpl
2015
dc.date.openaccess
0
dc.description.accesstime
w momencie opublikowania
dc.description.additionalpl
Bibliorg. s. 18
dc.description.numberpl
4
dc.description.physicalpl
1-19
dc.description.publicationpl
1,3
dc.description.version
ostateczna wersja wydawcy
dc.identifier.eissnpl
2182-9446
dc.identifier.projectpl
ROD UJ / P
dc.identifier.uri
http://ruj.uj.edu.pl/xmlui/handle/item/19753
dc.identifier.weblinkpl
https://docs.google.com/viewer?a=v&pid=sites&srcid=ZGVmYXVsdGRvbWFpbnxvcGNpdGFwZWFhfGd4OjQ1YzhlMGQzYmYwYTkyOWU
dc.languagepl
eng
dc.language.containerpl
por
dc.rights*
Udzielam licencji. Uznanie autorstwa - Użycie niekomercyjne 2.5
dc.rights.licence
CC-BY-NC
dc.rights.uri*
http://creativecommons.org/licenses/by-nc/2.5/pl/legalcode
dc.share.type
otwarte czasopismo
dc.subject.enpl
counterculture
dc.subject.enpl
conformism
dc.subject.enpl
rebel
dc.subject.enpl
consumption
dc.subject.enpl
Harley-Davidson
dc.subtypepl
Article
dc.titlepl
Counterculture and hyper-capitalism : commodifying the rebel : the case of Harley-Davidson
dc.title.journalpl
Op. Cit.
dc.typepl
JournalArticle
dspace.entity.type
Publication
Affiliations

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