01382nas a2200169   4500008004100000245008000041210006900121260000900190300001400199490000600213520081000219653001401029100001801043700001901061700002101080856011101101       2006                        eng d00aClaiming the Throttle:  Multiple Feminities in a Hyper-Masculine Subculture0 aClaiming the Throttle Multiple Feminities in a HyperMasculine Su  c2006  a171 - 2050 v93 aThis feminist re-examination of an ethnography of Harley-Davidson motorcycle owners uncovers a world of motivations, behaviors, and experiences undiscovered in the original work. The structure and ethos of subculture are understood differently when examined through the lens of feminist theory. Through the voices of women riders in a hyper-masculine consumption context we discover perspectives that cannot easily be explained by extant theory of gender and consumer behavior. We find women engaging, resisting, and co]opting hyper-masculinity as part of identity projects wherein they expand and redefine their own personal femininities. This study reveals invisible assumptions limiting the original ethnography and thus reiterates the problems of hegemonic masculinity in the social science project.10aMarketing1 aMartin, Diane1 aSchouten, John1 aMcAlexander, Jim  u/biblio/claiming-throttle-multiple-feminities-hyper-masculine-subculture-0