Thursday evening, SFU downtown Vancouver, BC.
Book Launch: Carjacked: The Culture of the Automobile and Its Effect On Our Lives. by anthropologist Catherine Lutz and former marketer/investment banker turned high school teacher Anne Lutz Fernandez.
As book tours usually consist of a series of flights and taxis, it was refreshing to hear the authors of Carjacked state that their tour is being conducted through train and transit.
A captivating talk was enjoyed by a receptive audience, followed by a short question and answer session. They began with a few telling statistics which indicates that car culture is still flourishing in America, and by extension, in Canada. 150,000 new cars are sold everyday in America, and those cars are generally bigger, heavier, more expensive and carry a higher percentage of financing than ever before.
Through targeted marketing assaults and illusion-filled lifestyle advertising, North American society, and much of the developed and developing world has been thoroughly seduced by car culture. In most places, it has become so prevalent and ubiquitous as to go unquestioned and to be unassailable. The fish does not question the water, the motorist does not question his ‘right’ to drive.
After quickly identifying the broad canvas of the car “system” (basically: industry, government, infrastructure-investment, habit, and consumerism-culture) the authors explain that their work focuses on the last of these, upon the consumerist and social history and implications of the automobile as centrepiece of our current culture.
Within this social context, the authors point to some of the prevailing myths about automobile ownership. They further identify these commonly held assumptions, generated by car companies’ advertising/marketing machine, as points of attack to challenge the car culture monolith.
They identify the love-hate relationship many have with their cars--but it would seem the hate only occurs when the actual life fails to live up to the promises and illusions of the lifestyle advertising.
Of particular interest was the auto industry’s notions on safety, or at least those notions they are trying to sell you, the customer. Of course the thrust of safety engineering, since Ralph Nader demanded seat belts, has been to improve the integrity and cushion of the interior cabin, effectively cocooning the occupants from outside harm, yet often from vital outside input as well. Through it all, the car companies insist that they are producing “safe” cars, while driving remains an inherently dangerous activity.
But now attached to this idea of safety in the event of a collision, comes the idea of your car protecting you from all the apparent dangers of a hostile world. These dangers will be depicted either as the forces of nature, or else from more insidious, unnamed evils. With the culture of fear being racheted up beyond belief in the last ten years, this is an easy sell for the car companies.
Curiously, in many aspects of the car advertising game, the car is sold as a solution to the problems of the car. The monotony of the commute is solved with in-car distractions, the traffic jam is solved by a more comfortable seat, the pollution problem is solved by better air filters, pollution concerns are solved by electric cars, hottest summer on record, turn up the A/C, problem solved!...the madness goes on and on.
Car culture has insinuated itself into every stage of our lives, from childhood indoctrination (Disney movies, hot wheels toys...), through the coming-of-age ritual of your first driver’s license, into group identification and notions of individualism and status, and onto the reluctance and even rebellion of seniors who need to relinquish their driver’s licenses. Many feel it is an indispensable part of their daily routine, and have trouble and anxiety even considering a change of lifestyle. Obviously there is a great reluctance among motorists to abandon their cars in favour of more sensible transportation, even among those who recognize the problems.
For those who desire a better collective future, one that is not centered around the cult of the automobile, one not based upon keeping our cars happy at all costs, the talk by the authors of Carjacked was a reminder of the nature of the beast we must fight against, and shed some light of the size and complexity of that beast.
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