Consuming the Car: Anticipation, Use and Meaning in Contemporary Youth Culture

Abstract

Drawing on evidence from a recently conducted study of the everyday lives of young people in Manchester, UK, this article considers the place of cars in contemporary youth culture. The article acknowledges the recent beginnings of sociological and social science discussion of cars but concurs with the view that this topic has been much neglected. More specifically the study of young people and personal mobility has been constrained by approaches that emphasise the problematic nature of this phenomena or locate it within a theory of subculture. Taking its cue from recent studies of consumption, this paper offers an alternative theorisation. Refinement of the work on television consumption by Roger Silverstone leads to a discussion of more affluent young people's relationships to cars under three heads: anticipation, use and meaning. It is suggested that car use must be seen in the framework of sociability and networks and that it also critically and suggestively mediates ordinary consumption with imaginative possibilities.