The bicycle as a symbol of lifestyle, status and distinction. A cultural studies analysis of urban cycling (sub)cultures in Berlin

Abstract

ABSTRACT The bicycle has been gaining attention in planning, politics, academia and across the media and has become increasingly present in urban landscapes and popular cultures: young urbanites ride minimalistic, stylish and individualised bicycles and wear messenger bags for their commute to work or to university. Additionally, bicycles can be seen in lifestyle blogs, advertising, shop windows or living rooms as decoration and eye-catchers. Taking this observation as a starting point, I focus my research on how bicycles, especially fixed-gear bikes and recent cycling trends are being used to express lifestyle, status, and social distinction in an urban middleclass context. In order to investigate further, I conducted a cultural studies analysis based on participant observations and media analysis exploring cultural meanings and practices in urban cycling cultures in Berlin, Germany. My research leads me to the result that the bicycle is increasingly turning into a key object of popular urban culture, combining tendencies of commercialisation, specialisation and standardisation, with a strong focus on aesthetics, design, lifestyle and consumerism. In the context of urban cultures, the bicycle is therefore experiencing a symbolic revaluation, making it desirable to more and more urbanites, but also more exclusive.