Abstract
In recent decades, there has been strong proliferation in the use of social media through the use of computer technology and the Internet. Subcultures are using the digital spaces offered by social media as a form of expression, communication and engagement between its members. One such subculture is car culture. Through theoretical frameworks of materiality, publics and embodiment, this paper seeks to explore the manner in which car culture uses and adapts to these digital spaces. Based on ethnographic fieldwork within three different population groups within car culture, namely 1) car enthusiasts, 2) social media personalities and 3) car dealerships I aim to explore their narratives of social media usage. Ultimately, the data brought to light by studying these three groups, and car culture in its entirety, will provide insights into the ability which social media has in connecting people and addressing the technological progression of society.
M.A. (Anthropology)