This blog focuses on how masculine gender identities are performed on the streets of Edmonton, specifically through the use of vehicle modification. In order to understand how gender is performed we utilized Judith Butler’s ‘Gender Performance theory’, in which she suggests that “gender identity is a performative accomplishment compelled by social sanction and taboo”
In accepting these propositions we sought to establish whether or not vehicle modification accurately performs masculinity. Through independent research found on YouTube, we were able to conclude that indeed vehicle modification is a method of performing masculinity; but, also that these masculine “[identities are] a compelling illusion, an object of belief”
In some examples, respondents suggested that a driver whose truck has ‘truck nuts’ is simply “putting on a show”. In other words, an individual is performing their desired gender with the use of accessories and vehicle modification.
In addition to this, other respondents explained how this type of masculinity might be an “illusion” or “an object of belief”
Another respondent claims that one should put balls on their truck “if [they] have something to compensate for”.
These responses exemplify masculinity as “an object of belief” because both participants had their own definition of what it is to be masculine. Therefore, the definition of masculinity depends upon the belief of individual. Further, the respondents were able to denounce the performance of certain types of masculinity, with the use of ‘truck balls’ as an illusion or phallacy fallacy; while maintaining certainty in their own conceptions of masculinity.
A traumatic experience on the Whitemud early one Saturday morning...
(The first time we encountered these “truck balls” we thought they were a political statement against the government of Alberta for their part in the sterilization (castration) of many citizens during the years of the Sexual Sterilization Act of Alberta (1928 until 1972), operated by the Alberta eugenics board.
Encoding and Decoding:
It is apparent that certain vehicles (most obviously trucks), are associated with masculinity and with added modifications, allow individuals to perform their own interpretation of gender performance. But, where do they learn and conceive of this type of masculinity? In analyzing advertisements for pickup trucks, it is undeniable that the media is partly responsible for providing information regarding masculinity. Further, it can be argued that individuals, who drive pickup trucks with modifications (especially in the case of plastic testicles), take the first of the three decoding positions outlined by Stuart Hall, which he called the “dominant-hegemonic reading” (Sturken, 2009). This position outlines that individuals “can identify with the hegemonic position and receive the dominant message of an image or text in an unquestioning manner” (Sturken, 2009). Contrastingly, we argue that the individuals we interviewed take the second or third position in decoding media advertisements pertaining to masculinity. The messages conveyed through Chevy truck advertisements include the assertion of hegemonic masculine ideals, like toughness. In almost all pickup truck advertisements portray groups of men partaking in rugged activity, like construction work. This illustrates how hegemonic masculinity is encoded by the producers of truck advertisements. In one observation of a Chevy advertisement titled “man step”, a Ford vehicle owner is made to look weak and insecure for using the foot step on his truck
This further outlines encoding of messages attached to the hegemonic masculine ideal. When a participant in a pickup truck was asked if he would put fake testicles on his truck, his response was “[t]hey’re stupid” and “I don’t need ‘em’”
This response indicates that he is content with the masculinity he performs with his truck alone. Furthermore, this indication of satisfaction without added ‘masculine’ products might indicate that the messages of hegemonic masculinity encoded by the advertising agents are enough for this participant to ‘identify with the dominant reading in an unquestioning manner’
Power:
It can also be argued that the display and modification of vehicles allows the driver, as well as pedestrians to negotiate power between and against one another. This negotiation of power is first elaborated by Michel Foucalt, in which he argues that power “is a total structure of actions brought to bear upon possible actions; it incites, it induces, in seduces, it makes easier or more difficult; in the extreme it constrains or forbids absolutely; it is nevertheless always a way of action upon an acting subject or acting subjects by virtue of their acting or being capable of action. A set of actions upon other actions”
Works Cited
Butler, J. (1988). Performative Acts and Gender Constitution: An Essay in Phenomenology and Feminist Theory. 40 (4).
Dreyfus, H. &. (1982). Michel Foucault: The Subject and Power. Chicago: University of Chicago Press.
Sturken, M. &. (2009). Practices of Looking: An Introduction to Visual Culture. New York: Oxford.
http://www.uofaweb.ualberta.ca/edpsychology/news.cfm?story=60382