The Harley-Davidson experience: Showcasing visual ethnography
Harley-Davidson is a legendary brand of motorcycle. But, what is the legend and is that a reality? This study investigates the meaning of Harley-Davidson outside of its native US, specifically Gold Coast Australia. Acknowledging the process of consumption as a basis of interaction and social cohesion, the study involves two years of ethnographic fieldwork with a local HOG (Harley-Davidson Owners Group) chapter. As a visual ethnography, an outcome of the project is a visual documentation of the experience of Harley-Davidson and the associated sub-culture of consumption. Taken from the consumer's view, this work describes the experiential meaning of Harley-Davidson. This work also serves as a demonstrative account of visual as method.
APROS 11 Proceedings