The Car: Icon, Symbol, and a Central Feature of Contemporary Visual Culture - Report Example

The car: icon, symbol and a central feature of contemporary visual culture. Selecting 2-3 case studies, critically explore the cultural symbol and engineering feat that is the automobile Name, Subject June 04, 2014 Introduction Cars have been a strong part of numerous cultures throughout the world and historically they have been used as a symbol of status and luxury. Car culture has different features which reflect certain cultures. For example, different colours, size, look and economic aspect are some of the main features in the car culture. For example, red colour has been used for displaying a show of strength and energy as the youth is more inclined to display energy with different cultural representations. Similarly, size of car also matters in some culture. For example, in the American car culture, long cars have been preferred. Additionally, look of car is also important in certain culture and colours such as green, pink and blue, have been used in the American culture. On the other hand, economic aspect, such as availability of land for manufacturing, assembling and car parking facility, has also been important consideration for countries like Japan. In the following parts of this paper, first car culture history has been provided in which the use of cars as a symbol of the upper class has been discussed. It is followed by figure 01 and 02 representing the American cars that have been used as their part of culture. Subsequently, the figure 03 highlights the car culture in Japan. Before the conclusion part, critical analysis of both car cultures has been included. History: Culture and Cars The automobile manufacturing and use of cars came to America in the late 19th century during the time of economic crisis; and the emergence of class conflict was widespread in which the use of cars was a predominantly class symbol and was a fundamental base for the class conflict as well.1 In this condition, the class conflict was mainly infuriated by the higher prices of automobiles (i.e. $600 to $7500) in which the aesthetic exterior of these automobiles remained an important mechanical dimension; additionally, expensive and shinning automobiles were mainly used for public ostentation and for the leisure activities.2 This description clearly proves that the use of automobiles as a symbolism or a part of elite culture was common in the United States and this cultural difference drew a line between two social classes: upper class and lower class.3 Based on this information, it can also be contended that the upper class did not respect the values, traditions and customs which were inherent part of the lower class culture. On the other hand, the same sort of treatment and attitude was shown by the lower class towards the values common in the upper class. In this regard, Wilson highlights that the use of vehicles has not spread the socialist feelings in the United States. In other words, he is trying to say that the vehicles have torn this country into two broad distinctions within the social fabric in which one is represented by the aesthetic and wealthy car owners and other is poor farmers having no access anything like that. 4 Figure 01: American Car Culture Source: (http://www.gunthertoodys.com/1950s-car-culture/ ) This car photo represents the era of 1950’s in which the birth of new cars along with their cultural relationship took place. In this period, the display of the automobiles remained a significant aspect of 1950’s car culture.5 And the most popular colours which were mainly preferred by the Native Americans were green, blue and pink.6 Based on this information, it can be deduced that during that era, many Americans considered such colours as a part of their customs and traditions and consequently, they were more inclined to retain them by painting their cars with their cultural preferences. Moreover, during the beginning of the Space Age, the new car styles with huge chrome, tailfins along with flowing design highlighted the image of rockets.7 In other words, at that time, there was no focus on the engine performance, speed and other features of car but only focus was given to the look of the car in which everyone was trying to improve its outlook with such personal and cultural factors which could increase its outlook. Similarly, at that time, engineers and other people involved in the car industry were mainly emphasising on the production of the car as more and more people were demanding cars. Consequently, it was quantity not quality of car engine that received major attention from the car drivers or engineers. Elaborate taillights with shinning red colour were characteristic of cars in the decade of 1950s.8 Red colour, which is considered to be a source of energy and vigour particularly within the context of visual images, has been commonly related with the young people as they have more energy and strength. Based on the colour choice for the elaborate taillights, it can be argued that the young Americans liked to show their strength and energy through using the elaborate taillights and this structure and depiction had also been used for car racing among the young as they used this car racing activity to show their power to their peers as well. Additionally, the red colour has no soft manifestation but has hard outlook as it reflects the passion and craze among the youth. However, accessories, such as power brakes, power steering and automatic transmission were also popular among the car users.9 This preference reflects that the car users did not only focus on the look of their automobiles but they also focused on the interiors of automobiles; this also shows that they were also concerned for their smooth and prolonged life of their automobiles’ engines and other features, such as power steering, power brakes and automatic transmission. However, it is relevant to argue that no further information about the changes, developments or advancements in the power brakes, power steering and automatic transmission have been mentioned. Based on this description, it can be contended that although many Americans preferred to use such parts in their automobiles but it did not show how many of them were more inclined to use the different and modern auto parts for their automobiles. Figure 02: 1957 Ford Thunderbird Source: (http://www.gunthertoodys.com/1950s-car-culture/ ) This is the model of 1957 Ford Thunderbird during the decade of 1950s. This was common in the United States as Ford was the first auto car marker who formally installed the car manufacturing facility in the United States of America. The outstanding features of this car were its headlights, front bumper and its large size as well because they looked more prominent than the other features. Figure 03: Japanese Car Culture Source: (http://jalopnik.com/5948062/take-a-walk-through-tokyos-dense-car-culture ) Tiny vans are everywhere across Japan and more commonly found in Tokyo.10 This is one of the model cars by Daihatsu Tanto and there is a huge variety and quantity of such cars which are normally used for commuting and carrying ladders on their roof and other related activities are used.11 Critical Comparison Geographical Difference Both Japan and the United States of America have a considerable geographical difference. In Japan, land is very precious and very limited because Japan is an island country consequently it has not enough land for using different purposes. On the other hand, the United States has vast land, having its own barren land, deserts, mountains and a vast unused area of land. As a result, this geographical difference has directly affected the cultural activities and other activities because land is always required for longer and bigger roads, industries and car parking facilities as well. As Japan has limited land, its car manufacturing psychology is mainly driven by the fact that such cars are and will be manufactured and assembled that do not occupy large land space but each and every effort should be taken to use minimum land usage for car parking and other related activities. Interior Difference Cars in both countries have also interior difference. For example, throughout American car culture, cars with two seats have been preferred and this is also reflected by the figure 02 in which the car has two seats and only two individuals can sit together. On the other hand, the figure 03, which represents the Japanese car culture, has four seats accommodating four persons comfortably. Similarly, the American cars, as shown in the figure 01 and 02, have not been very spacious but congested. This means Americans were more inclined to have two persons in a car, showing their cultural preference for the car. On the other hand, the figure 03, representing the Japanese car culture, is very spacious and looks more comfortable than the American cars. Exterior Difference There exists a stark exterior difference in both types of cultural cars. For example, the American cars have visible front and back bumper which is reflected in the figure 01 and 02. On the other hand, the Japanese car has no such obvious bumper, clearly authenticating that the front and back bumper also cover space and if they are not installed, a limited car parking space will be used. Additionally, the tyres of the American cars are not clearly visible but more focus is given to the exterior of the car, showing the trend of aesthetic and ostentation of the American car culture in which look was and has been very important for their car culture. In contrast, the Japanese car’s tyres are obvious which gives a proper space to the car tyres for maintaining its rotating frequency. Durability Difference Both American and Japanese cars are considered to be durable. For example, historically the name of Ford has been considered a symbol of quality and durability. And this fame is mainly obtained and retained as the Ford Company has been using engineering feat and most up to date modern automobile technology for upgrading and modernising the cars. Similarly, the Japanese car manufacturers, who do not have as much automobile manufacturing experience as their American counterparts, have also been using new technological means and methods for manufacturing and assembling the cars. As far as their quality and durability of cars are concerned, both have almost the same level of market reputation and their competition for the modern look and more fuel efficient cars has already validated the fact that durability is still very much to their car manufacturing strategy. Cultural Difference Based on the above exposition, it can be argued that in the American car history, cars have been used as a symbol of pride and class which fragmented the entire American society into different classes. On the other hand, the Japanese car culture has been more related to their economic needs and available spaces; they do not consider cars for any class based treatment but they prefer to use cars for their convenience rather than luxury. Additionally, it has also been seen that long cars have been preferred and used by American and this fact can be validated the figure 01 and 02 as well. Conclusion Cars have remained a strong part of cultures in the United States of American and Japan. For the United States, large cars with green, pink and blue colour have been part of their culture. In which, visible front and back bumper remained the striking feature. However, this culture divided the American society and created cleavage between its citizens. For example, the upper class used the cars as a symbol of pride and status and they preferred to have expensive and shinning cars. However, in Japan, there has been no such distinction between car users and car owners and the car users prefer to have spacious interior and avoid installing big front and back bumper. On the other hand, in the American culture, the exterior was mainly reflected by the large front and back bumper. Additionally, limited availability of land remains a corner stone of the Japanese car manufacturing strategy whereas no such consideration is given by the American car manufacturers. References Gartman, David. 2004. “Three Ages of the Automobile: The Cultural Logics of the Car.” Theory Culture Society, 21 (169-195) Gunther Today’s, 2013. “The Lasting Effect of 1950’s Car Culture.” Gunthertoodys. Accessed: June 03, 2014, http://www.gunthertoodys.com/1950s-car-culture/ Torchinsky, Jason. 2012. “Take A Walk Through Tokyo’s Dense Car Culture.” Jalopink. Accessed: June 03, 2014, http://jalopnik.com/5948062/take-a-walk-through-tokyos-dense-car-culture . Wilson, William. 1906. “Motorists Don’t Make Socialists, They Say; Not Pictures of Arrogant Wealth, as Dr. Wilson Charged. Many Farmers Own Cars ”The Poor Man in His Runabout” and His Richer Brother are Fellows, Mr. Scarritt Says.” The New York Times, Accessed: June 03, 2014, http://query.nytimes.com/mem/archive-free/pdf?res=9403E1D7103EE733A25757C0A9659C946797D6CF Read More