There's subtle subtext in this ad...the choice of the race of the person in the
ad.
I'm probably opening myself up for a flame out from someone by even talking
about race, but oh well.
All of us white-liberal-bleeding-heart-types do a bit of gnashing of teeth
about reaching out to communities of color on bicycling issues. We want to
engage them...but we don't know how really. I had an interesting conversation
with a fellow from St Louis a few years ago. He's African-American and he is
working to get more African-American's on bikes. And he's having a heck of a
time. Why? In his words: "Black folks don't ride bikes."
I'm not black and I know that no one conclusion can be drawn about any group.
What my conversation with this guy revealed, and what is born out in my own
experience living in South Bend, Indiana...is that in Black culture, if you are
riding a bike, you are doing it because you can't afford a car. If you can
afford a car...you buy one. And you buy the nicest one that you can...perhaps
even more car than you really can responsibly afford. It is a cultural status
symbol. This is true in the larger community as well, of course...but there is
also a counter balance at the upper socio-economic white community levels,
though...the "I bike because I'm an environmental advocate or a cultural rebel"
or the "I bike because I want to show off my muscular legs and $3,000 bicycle"
demographics. I think Madison is over-run with these last two
demographics...and it is hard to remember that much of the country is in
another mindset entirely.
Long story short...this ad plays on that Black (and, perhaps lower-economic
white) cultural issue. If you bike it is because you are poor. If you want to
be taken seriously...you put on a suit and buy a car. If you want to be
disregarded...ride your bike.
-Dar
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