Most people who buy Hummers do so out of vanity or to make up for certain physical deficiencies. But, Hummer owners themselves actually believe that they’ve got the moral high ground because they’re – get this – defending America’s frontier lifestyle against anti-American critics.
A new study in the Journal of Consumer Research came to this conclusion after the authors researched attitudes toward owning and driving Hummers. They found that Hummer drivers see themselves as patriotic defenders of the American spirit, framing themselves as “moral protagonists” even as they unapologetically contribute to harming the very country they claim to love so much.
From Eurekalert:
“As we studied American Hummer owners and their ideological beliefs, we found that they consider Hummer driving a highly moral consumption choice,” write the authors. “For Hummer owners it is possible to claim the moral high ground.”
The authors explain that Hummer owners employ the ideology of American foundational myths, such as the “rugged individual,” and the “boundless frontier” to construct themselves as moral protagonists. They often believe they represent a bastion again anti-American discourses evoked by their critics.
“Our analysis of the underlying American identity discourses revealed that being under siege by (moral) critics is an historically established feature of being an American,” write the authors. “The moralistic critique of their consumption choices readily inspired Hummer owners to adopt the role of the moral protagonist who defends American national ideals.”
Amazing, isn’t it? Of course, Hummer owners aren’t the only ones that take this stance – conservatives in general employ similar excuses for their desperate attempts to preserve what they see as “the American lifestyle”. To them, being American is apparently synonymous with being selfish assholes who don’t give a shit about the next generation, only about their own desires.
Fuck you and your H2!
Link [Eurekalert]
Photo credit: FUH2
