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Vehicle of the Self

The social and cultural work of the H2 Hummer

University of California, Berkeley, jmschulz{at}berkeley.edu

In this article I draw on material from in-depth interviews with car owners and dealers to investigate the meanings and uses of a new luxury SUV, the Hummer H2, for affluent California hyper-consumers. The study identifies several distinct orientations towards the H2, considered both as a status symbol and a branded commodity. The mediating roles played by the vehicle in the personal and impersonal relationships of Hummer owners, enthusiasts and observers are examined. Competing theories of social differentiation and conformity pressures are analyzed in light of the data regarding the responses of owners and non-owners towards the vehicle.

Key Words: conspicuous consumption • coolness • distinction • free agent • luxury SUV • status

Journal of Consumer Culture, Vol. 6, No. 1, 57-86 (2006)
DOI: 10.1177/1469540506060868


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