The American Exploitation of Insecurities Through Car Culture

The American society is glamorized in the media. From World War II to the more recent incidents on September 11^th, 2001, Americans have been placed on a pedestal, being heroically portrayed as proud, selfless individuals, ready to fight and die for honor and their country. However, this image projected by the media is contrary to what Americans truly are. In reality, they are fearful, insecure, power-hungry, and shamelessly materialistic. Rather than being motivated by pride and honor, they are driven by money. Although the imagine themselves to be civilized and equal, they are ill-mannered and treat each other poorly. In a society driven by the exploitation of insecurities, the types of cars North Americans choose to purchase, as well as the way they conduct themselves on the road, generate numerous social implications, ultimately revealing American Identity through their car culture.
First and foremost, take sports cars into consideration. They are pricy and flashy, primarily appealing to people who prioritize their image and power. These cars are great to purchase-for the rich-however, people without the money force themselves into debt by buying these image-boosting cars. Disregarding the price of these vehicles, consumers end up spending more than they can afford, solely because they feel the need to portray themselves as more financially secure than they really are. To make matters worse, car manufacturers jump at the opportunity to take advantage of these insecurities by producing faster, more powerful and ornate vehicles. In Keith Bradsher's "Reptile Dreams," a French medical anthropologist, Clotaire Rapaille, conducts dozens of consumer focus groups to find out the "reptilian," or "survival and reproduction" responses to different car designs (452). Rapaille found out that "American culture is becoming frighteningly atavistic and obsessed with crime," demanding more expensive vehicles with special features such as being bulletproof for protection (453).

People already have enough reason to feel insecure, with the coverage of beautiful people on television, movies, and magazines; they do not need to feel that way while driving on the freeway next to a sports car. Also, with their hectic lives including stress from work, family, and bills, people do not need the extra insecurity and debt. However, Americans have grown accustomed to purchasing expensive commodities in order to improve their image and eliminate their insecurities, rendering wealth the most valued possession in accordance to American identity.

Money is power. With it, people can purchase virtually anything their hearts desire, even something to counteract their insecurities. This can be seen in people who purchase cars that they can barely afford. By doing so, they generate an image of wealth, power, and social status, which is pertinent in American society. Money allows people to behave as if they are better off than they truly are, casting off their fear of being rejected and embracing social acceptance. The image of wealth is paramount in our culture as can be seen in the way salespeople treat young customers. They are generally neglected because salespeople focus solely on people with social status and money, approaching viable clients that can actually purchase such cars. Younger consumers are often overlooked, and, as a result, put wealthy people on pedestals, respecting them and striving to be like them because they can afford to buy luxuries the general public cannot. This provides insight as to why an individual's social image is so important, because it is the source of respect. This respect is what people yearn for because in American society, it is synonymous with power.

Power is not only in money, it is also in size. The purchasing of sports utility vehicles shows the importance of survival in the American society. With violence everywhere, survival is an important factor in choosing a car. According to Bradsher, "the fear is most intense among today's teenagers, Rapaille has found, attributing the trend to the addition of video games and increasingly menacing toy action figures on top of the steady diet of murders on television that baby boomers had" (452). With the extent of violence the media provides, it is difficult to feel secure pertaining to survival. One way to counter this fear is to buy an SUV in order to "look as menacing as possible to allay fears of crime and other violence" (452). The size and form of the SUV provides a sense of security because they are larger than other vehicles, almost ensuring that should an accident occur, the passengers of the SUV will survive, whereas the passenger(s) in the other vehicle may not. This counters the American image of a selfless individual intent on justice and replaces it with a selfish one living day to day in a fast-paced world. This shows that part of American identity is being one's first priority, which is a negative aspect of American society because it shows how inconsiderate people can be.

The idea of being one's first priority can also be seen when people are on the road. The behavior of people on the road goes beyond just being simply rude to people being selfish and careless. People no longer have time in their lives to slow down and take a look at the scenery around them. They are always rushing and are impolite, which can be seen in American car culture. While driving, it is not uncommon to see drivers cut each other off and not let other drivers through. Instead, what are uncommon are courteous drivers, which become scarcer with each passing year. Americans have forgotten how to be polite and are becoming disconnected from each other. With cars becoming sleeker with every successive model, money and power-hungry Americans complement their fast-paced lives with even faster cars. This means that American society is going backwards in regards to social improvement. This vicious lifestyle centered on money, power, and insecurities is truly the backbone of the American society. Many Americans feel that without money, there is no power. Without power, there are insecurities, and with insecurities comes the need for something to make them feel respected. Due to the media and society exploiting Americans' insecurities by portraying glamorous luxuries, there is a strong urge for people to fill themselves with materialistic commodities. This ultimately shows that the American society has been misrepresented and glorified and that it is much more fragile that all of the facades erected try to portray it as.