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Making Sense of Motorcycle Brotherhood: Women, Branding, and Construction of Self Kimberly Michelle Maas Minnesota State University - Mankato

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Making Sense of Motorcycle Brotherhood: Women, Branding, and Construction of Self Kimberly Michelle Maas Minnesota State University - Mankato Minnesota State University, Mankato Cornerstone: A Collection of Scholarly and Creative Works for Minnesota State University, Mankato All Theses, Dissertations, and Other Capstone Theses, Dissertations, and Other Capstone Projects Projects 2013 Making Sense Of Motorcycle Brotherhood: Women, Branding, And Construction Of Self Kimberly Michelle Maas Minnesota State University - Mankato Follow this and additional works at: http://cornerstone.lib.mnsu.edu/etds Part of the Social Psychology Commons, and the Sociology Commons Recommended Citation Maas, Kimberly Michelle, "Making Sense Of Motorcycle Brotherhood: Women, Branding, And Construction Of Self" (2013). All Theses, Dissertations, and Other Capstone Projects. Paper 238. This Thesis is brought to you for free and open access by the Theses, Dissertations, and Other Capstone Projects at Cornerstone: A Collection of Scholarly and Creative Works for Minnesota State University, Mankato. It has been accepted for inclusion in All Theses, Dissertations, and Other Capstone Projects by an authorized administrator of Cornerstone: A Collection of Scholarly and Creative Works for Minnesota State University, Mankato. i MAKING SENSE OF MOTORCYCLE BROTHERHOOD: WOMEN, BRANDING, AND CONSTRUCTION OF SELF By: Kimberly Maas A Thesis submitted in partial fulfillment of the requirements for the degree of Master of Arts in Sociology: Teaching Emphasis at Minnesota State University, Mankato June 2013 ii Date: ___________________________ This thesis paper has been examined and approved by the following members of the thesis committee: _________________________________________ Dr. Emily Boyd, Chairperson _________________________________________ Dr. Paul Prew _________________________________________ Dr. Elizabeth Sandell iii Maas, Kimberly. 2013. “Making Sense of Motorcycle Brotherhood: Women, Branding, and Construction of Self.” Master’s Thesis. Minnesota State University, Mankato. This project focused on the motorcycle culture as evidenced in the definition of motorcycling brotherhood, the role of women in motorcycle culture, branding, and construction of self-identity. This study is intended to provide an in-depth analysis of these four areas for every-day bikers rather than outlaw motorcycle gangs. Previous research to date has focused on the culture and context of brotherhood among outlaw motorcycle gangs. I use these four sections to determine what the everyday bikers understanding of brotherhood is, what women's current place is in motorcycle culture compared to men, the effects of branding and logos on motorcyclists, and how motorcyclists create their selfhood based upon these brands and logos. I attempt to determine if alienation is a prevalent theme or theory for the everyday biker. I found that out of 21 respondents interviewed, 10 Harley Riders and 11 non-Harley Riders, social psychology is a more prevalent explanation for why motorcyclists choose to ride. Most of the bikers I interviewed stated that they ride because it provided a sense of adventure, it could free their mind temporarily, it felt like freedom, they felt like one with nature or the world, it was a great hobby, and most of all it allowed them to practice and share in social relationships. I also found that while women riders have grown in numbers over the years, patriarchy still exists and masculinity still dominates the motorcycling scene. Brotherhood is also found to be related to the biker code. Overall, motorcyclists still believed it is important to help out their fellow brother on two wheels rather than to worry about the brand of bike or type of bike they ride. iv Acknowledgements I would like to acknowledge those who have helped with the organization and development of this thesis: Dr. Emily Boyd (Chair), Dr. Paul Prew, and Dr. Elizabeth Sandell, of my thesis committee. Dr. Boyd, thank you for introducing me to qualitative methods. Your course has been life-altering and I appreciate all the advice, feedback, support, and encouragement throughout the years. Dr. Prew, thank you for encouraging me examine sociology from a theoretical point of view. Your encouragement has enriched how I see, view, and react to the world. Dr. Sandell, thank you for the years and years of moral support, for sitting on my committee, and for finally getting me to Russia. I would also like to acknowledge Dr. Vicki Hunter who helped get the first draft of my proposal to paper. Dr. Barbara Keating, thank you for your encouragement while I was your Graduate Assistant and for giving me the opportunity to serve as a Student Director for the Midwest Sociological Society. Your patience and understanding has allowed for me to truly work for and achieve everything I have. Gratitude also goes to Kato Vintage Cycle and ZeroGravity Empire for all the entertaining stories that kept me motivated and for the great insight into the history of motorcycle culture. Finally, thank you to my family as well. You have always been there for me no matter the decisions I make, have lifted me up when I was down, and have been there to keep things interesting as well. v Table of Contents Chapter 1: Introduction: ...................................................................................................... 1 Chapter 2: Literature Review .............................................................................................. 3 Introduction: What is Brotherhood? ................................................................................ 3 The Role of Women in Motorcycle Culture.................................................................... 5 Identification with Branding among Bikers .................................................................. 11 Self and Identity ............................................................................................................ 14 Chapter 3 Research Design: .............................................................................................. 18 Sampling........................................................................................................................ 18 Data Collection .............................................................................................................. 19 Research Questions ....................................................................................................... 20 Data Analysis ................................................................................................................ 22 The Interview Process: .............................................................................................. 22 The Analysis Process ................................................................................................. 22 Protection of Human Subjects ....................................................................................... 24 Chapter 4: Results – Brotherhood ..................................................................................... 25 An Introduction to the Biker ......................................................................................... 25 Brotherhood, an Introduction ........................................................................................ 28 Defining Brotherhood ................................................................................................... 28 A Biker is a Biker No Matter What He Rides and Shared Interests .......................... 29 Good Friendship, Family, and Fellowship ................................................................ 31 Shared Values and Shared Language ........................................................................ 38 In Summary ............................................................................................................... 39 Breaking Down While Riding a Motorcycle and Brotherhood..................................... 40 Bikers Stop More than Cars....................................................................................... 40 The Effect of Cell Phones on Aid and Faith Someone Will Stop ............................. 42 Biker Code to Stop .................................................................................................... 43 The Effect of Roadside Assistance ............................................................................ 44 Have or Would have a Friend or Riding Group Stop ................................................ 45 They Have Stopped Themselves ............................................................................... 46 Summary .................................................................................................................... 48 vi Chapter 5: Results – Gender ............................................................................................. 49 Men View Their Interest in Riding as a "Deal Breaker" ............................................... 50 Evidence of Possession or Focus on Masculine Pursuits or Interests ........................... 54 Men Are Instrumental in Women's Riding ................................................................... 57 Patriarchy Still Exists ................................................................................................ 59 Women's Equipment and Merchandise ......................................................................... 63 Colored Apparel ............................................................................................................ 65 Summary ......................................................................................................................
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