the untamed world of young motorcyclists

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  • :

    ..

    (.)

    (.)

    (.)

    (.)

    1168. . 10900

    0-2511-5855 0-2939-2122

    thainhf@thainhf.org , www.thainhf.org ,

    www.roadsafetythai.org

    0 2736 9918 0 2736 8891 e-mail : waymagazine@yahoo.com

  • 1 6

    2: 16

    3 : 62

    4 122

    5 144

  • 8

    1

  • 5

    ()

    33 1

    ..2546 -

    2551

  • 1

  • 1

    18

    2

    3

    4

    5

    20

    !

    1

    2

    3 4

    5

  • 2

    20

    10

    (?)

  • 0

    -

    cc cc -

  • 24

    -

    18

    -

    6

  • 17

  • 6

    -

    6

  • 14

    7

    -

    7

    .. 2550

  • 15

    (labeling)

    ()

    !!!

    6

    6E ()

    6E 8

    ?

    8

    5-10

  • 2

  • :

    19 20 (consumerism)

    .. 1885 (Gottleb Daimler) 4 (Dr.Nikolaus August Otto)

    1876

    1

    1 2

    2

    3

    Honda2 .. 1937 Suzuki

    3 .. 1952 Yamaha4 .. 1955 3

    1 http://inventors.about.com/library/inventors/blmotorcycle.htm., 26 .. 2548

    2 . The Story Heritage. .

    http://powersports.honda.com/the_story/heritage/heritage_timeline.asp?Decade=1940., 26 .. 2548

    3 . Suzuki Outline History. . http://www.globalsuzuki.com/corp_info/index.htm.,

    26 .. 2548

    4 . HISTORY FOUNDING 1969. . http://www.yamaha-motor.co.jp/global/profile/

    history/index.html., 20 .. 2548

  • ( .. 2504)

    Honda5 Yamaha

    6 .. 2507

    Suzuki7 .. 2510

    ..

    80-90

    95 8

    .. 2530

    1

    (.)

    5 . History. . http://world.honda.com/AsiaOceania/history.html., 26 .. 2550

    6 . (outline). . http://www.yamaha-motor.co.th/Company. 20 .. 2548

    7 . . http://www.spsuzuki.com/th/world/index_thaisu.asp., 24

    2550

    8 , (: ,

    2544), 1

  • 3-4

    8

    ( )

    (habitus)

    ( )

  • 0

    100

    -

    3

    9

    .. 2547 .. 2549

    100 10

    9 100

    10 2547

  • 11

    75

    12

    100

    100

    11 2

    60,000

    60,000 60,000

    3

    12

  • 13-20 15

    (

    ) -

    -

    13

    14

    13

    14

    -

  • -

    ()

    15

    3 -

    15

  • 24

  • 25

    3

  • 2

  • 16

    ( )

    4-5

    ...

    4,000

    17

    18

    16

    17 20

    18 (

    )

  • 9

    13 1

    -

    () ()

  • 3

    (Grant McCracken)

    19

    3

    14

    600

    6

    3

    19 Grant McCracken, Culture and Consumption.( Bloomington: Indiana University Press, 1990)

    pp.84-85

  • 0

    Honda wave 125

    !

    3

    3 1 1

    200 6

    5-6

    5 6

    3

    .1

  • 17

  • :

    20

    ( Paul Willis) (Center for Contemporary Culture

    Studies: CCCS) (Birmingham University)

    (youth subculture)

    21

    /

    20 . BRANDchild . , (: ,

    2548), 20-23

    21 , (: , 2544) 543-545

  • 34

    (habitus)

    ()22

    ... 125

    125 4 ...

    ... ...

    ...!

    23

    (Brand royalty)

    ()

    22 Grant McCracken, Culture and Consumption. pp.77-83

    23 . BRANDchild . , , 2003 23-26

    4

  • 35

    4,000

    1,000 2,000

    -

    5 -

    19

    (David Gartman)

    (product)

  • (leisure class)

    24

    (Thorstein Veblen) 19

    The Theory of the Leisure Class ()

    25

    trickle down (subordinate)

    (superordinate)

    (status marker)

    Harley Davidson

    (niche market) (cult)

    24 David Gartman, The Ages of The Automobile: The Cultural Logics of the Car, in Automobilities,

    edited by Mike Fetherstone, Nigel Thrift and John Urry (London: SAGE Publications, 2005), pp.171-176.25 Veblen, thorstein. Conspicuous Consumption in The Theory of the Leisure Class. (New York and

    Toronto: New York American Library, 1899)

  • ...

    ...

    (H.O.G.- Harley Owners Group)...

    26

    17

    26 , . 26 607 ( 2547) 426

  • 100

    member club

    100

    3

    6

    mini concert -

    3

    300

    2

    27

    14

    27

  • 2

    (Jean Baudrillard)

    Hyperreality -

    simulacra

    (Pierre Bourdieu)

    post-structural

    embodied habitus

    29

    -

    29 David Gartman, The Ages of The Automobile: The Cultural Logics of the Car, pp.171-176.

  • 40

    !

    11 5

    .3

    2

    9

  • 41

    2

    30

    ? ?

    3

    3 (primary

    30 . (1)

    . 10 ( , 2531) 57-74

  • 42

    function)

    (pulsions)

    (the consumption of sign)

    (body)

    (self definition) (collective

  • 43

  • 44

  • 45

    definition)

    -

    zx

    (power)

  • 46

    :

    31

    - ...

    30

    31

  • 47

    32

    (Commodity Fetishism) (Karl

    Marx)

    (reification)

    (commodityfetishism)

    32 Karl Marx, The Capital Volume One., in The Marx Engels Reader, second edition, edited by

    Robert C. Tucker (New York: W.W.Norton&Company, 1978), pp.313-319.

  • 48

    16

    33

    .6

    33

  • 49

    34

    35

    -

    34

    35

  • 50

  • 51

    4

    -

    36

    3

    36

  • 52

    14

    300 5

    3 50

  • 53

    8

    37

    37

  • 54

    (a fetishism of the signifier)38

    -

    For a Critique of the Political Economy of the Sign

    (linguistic sign)

    ... 110

    2

    -

    -

    38 Baudrillard, Jean. For a Critique of the Political Economy of the Sign, translated by Charles Levin

    (St.Louis, Missouri: Telos Press, 1981), pp.91-92.

  • 55

    39

    -

    40

    5-6 15-19

    39 Grant McCracken, Culture and Consumption. pp.85-86.

    40

  • 56

    wave 100 wave

    100

    ...

  • 57

    3

    ( .2)

    3

    -

    41

    41 Arjun Appadurai, (ed.). The Social Life of Things: Commodities in Cultural Perspective.p.16-29.

  • 58

  • 59

    -

    .1 .1

    ...

    ...

  • 0

    -

    -

    -

    -

    -

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    - /

  • 3

  • :

    5 20 16-19

    1

    2

    3

    4

    1

    2

    3

    4 4 5

  • 64

    ?

    17

    3

    3

  • 65

    (habitus)

    5

    -

    5

  • 3 -

    -

    14-25 ... 500

    2-3

    3

  • -

    6

    .3

    6

  • 7

    .1

    .1 .1

    ()

    boss

    7

    5

  • 0

    .1 .2 .4

    -

    3 6 -

    :

  • 8

    9

    1

    8

    9 ()

  • .5

    2 3

    .2 .3

    6

    ()

    -

    6 2

  • 10

    2

    2

    10

  • 74

    3

  • 75

    3

    8-9

    4-5 2-3

    5 11

    2

    3

    11 16-18

  • boss

    -

    12

    13

    12

    13

    15

    -

  • ...

    :

    (boxer)

    4

  • jaspal, polo, hass

    2 3

    -

    -

  • 0

    -

    ...

    :

  • 500

    200

    (

  • )

    14

    -

    200 400 200

    -

    14

  • ...

    ...

    ...

    -

    1

    13 12

    ...

    ...

    ...

    ...

    ...

    2 6 2

    5 1

  • 84

    24

    15

    15

  • 85

    17

    17

    (Durkheim, 1976: 215-216)

    collective effervescence

    : 2

  • 14

    3

    ---

    5

    5

  • 18

    15 3 LM 1

    ... 24

    1 24

  • -

    -

    ...

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