Maart 2013: jaargang 10, nommer 1 - LitNet

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LitNet Akademies Jaargang 10 (1), Maart 2013 Motorfietskultuur in Suid-Afrika: Van leefwyse tot leefstyl Danie Jordaan Danie Jordaan (postuum), Skool vir Taal, Media en Kultuur, Nelson Mandela Metropolitaanse Universiteit Motorcycles highlight the essential and significant tacit dimension of our lives, revealing to us the limits of language in expressing what’s most important to us. Like conveying the taste of wine to a teetotaler, or the experience of sex to a virgin, language experiences its limits in trying to describe what it’s like to ride on a motorcycle. (Why motorcycle studies?, International Journal of Motorcycle Studies, Maart 2005) Opsomming In hierdie artikel speur ek die evolusie van die Suid-Afrikaanse motorfietsryer oor ’n tydperk van meer as drie dekades na deur te fokus op persoonlike ervaring asook bemarkingstrategieë en mediaverteenwoordiging. Hierdie evolusie toon ’n sterk ooreenkoms met ’n wêreldwye tendens en opvallende ooreenkomste met ontwikkelinge in Amerika, Kanada, Engeland en Australië. Die ontstaan van motorfietsry as ’n duidelik definieerbare subkultuur kan herlei word na die Amerikaanse skollieryers van die vroeë 1950’s, en meer spesifiek na die historiese gebeure in die dorp Hollister in Kalifornië in 1947. Deur die aanwending van ’n eklektiese benadering gebaseer op ’n etnografiese navorsingsontwerp asook insigte vanuit literatuur- en bemarkingstudie, beredeneer hierdie artikel die evolusie van die motorfietsryer van sosiaal-wanaangepaste persoon van die vyftiger-, sestiger- en sewentigerjare van die vorige eeu na hoër-middelklas-ikoon van avontuur en vryheid aan die begin van die nuwe millennium. Hierdie verandering in die beeld van die tipiese motorfietsryer kan toegeskryf word aan ’n verskeidenheid politieke, ekonomiese en sosiale faktore. Die artikel sluit ook voorlopige opmerkings oor die verhouding tussen motorfietseienaar, motorfietsryer en identiteitskonstruksie binne ’n materialistiese paradigma in. Trefwoorde: motorfiets; materiële kultuur; identiteitskonstruksie; avontuurryers; bikers; bemarking; motorfietsklubs; ontstaansgeskiedenis; skollieryer; ikonografie 249
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LitNet Akademies Maart 2013: jaarga
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47 Dugard (1995:241-51). 48 Sien oo
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184 Zeffertt en Paizes (1986:15-6).
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3. Uitbeelding van die Anglo-Boereo
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Dlamini, J. 2009. Native nostalgia.
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—. 2012. Sirkusboere (resensie).
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Vuil hande pa, ek onthou ’n plaas
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intussen hou ek die spieël angstig
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Maart 2013: jaargang 10, nommer 1 - LitNet

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