Truck Modification Discourse
Truck modification is a common hobby predominantly amongst men. The language used within this hobby would only, for the most part, be known to those that are a part of the hobby. This language may also be called a Discourse which, as described by James Gee, is an
“identity kit which comes complete with the appropriate costume and instructions on how to act and talk.” (Gee 7)
As a linguist, Gee studied what a discourse is and how they apply to us. In relation, Darcy Fiano studied a kindergartener to see how Discourses relate; she used seven building tasks to evaluate her language. These building tasks, including significance, practices, identities, relationships, politics, connections, sign systems and knowledge, show you are a part of a Discourse, and more simply, show the language you are speaking is actually a Discourse. Within the truck modification Discourse I will analyze a Craigslist post, a rendering, and a off-road accessory website using the building tasks.
Types of Discourse
James Gee refers to the different types of Discourse, such as primary, secondary, dominant and nondominant. A secondary Discourse is a “non-home-based [Discourse that is] entered into through community and public sphere social institutions.” (Fiano 63) It’s essentially any Discourse that is not your first Discourse, the one you acquired from your parents. Within secondary Discourse there is dominant and nondominant. A dominant secondary Discourse “brings with it the (potential) acquisition of social “goods” (money, prestige, status, etc.)” (Gee 8) A non dominant secondary Discourse “brings solidarity with a particular social network, but not wider status and social goods in the society.” Truck modification is both a dominant and nondominant secondary Discourse. Within the hobby you are viewed as superior if you have a bigger, better truck. This is because it requires money to have a better truck and modifications, which creates the superiority. It is also non dominant because it brings “solidarity” (Gee 8) between those in the Discourse. Ultimately, depending on how you view the Discourse, it is both dominant and nondominant.
Identity Kit
The identity kit for this hobby may include words for the different types of trucks, lift kits, wheels, exhausts, or any of the other modifications you may buy. The first identity for being in the Discourse is being able to recognize different kinds of trucks (brands), what size they are (1500, 2500, 3500), and what year. A identity that is further in the Discourse would be the ability to identify what kind of lift kit. For example, there are many different sizes, ranging from 2” to 14” and there are also different types of kits such as “Skyjacker Pallet Kit 4wd Suspension Lift Kit” (Summit Racing). These kits also come in many different brands and each brand prices their kits differently, so you may assume how much money a truck owner has into their build knowing the different prices. If you were to see a truck with a lift kit and you are in the Discourse you could tell how many inches of lift they have and what kind of kit, for the most part. This ability to see and tell what is in a truck shows truck modification is a Discourse because a Discourse it brings “solidarity” (Gee 8) with those who are also within the Discourse. Also, when shopping for accessories you may come upon words such as “Auxiliary Lighting” which has multiple uses. When in the Discourse you can recognize that these lights could be used on the front to provide extra light when off roading, or they may be used in the rear to help you see when you back up. This ability to understand the importance and various possibilities for the different accessories or modifications shows that one is in the Discourse.
A large component of truck modification is renderings. In Fiano’s analysis she said “words not only have different meanings in different contexts of use but also vary across different social and cultural groups.” (66) Words, in context, mean different things. Therefore, unless you are in the Discourse you are unsure what a word may mean, such as the word rendering. Companies, such as KEG Media, will create a digital image of your truck with how you want it to look. This rendering will include the truck you are going to use, the lift kit, tires, rims, grill, bumper, paint job, lights, and any other accessory you may want to add. This allows you to see what the truck will look like once you have added all of the accessories. Also, the sponsoring companies are featured somewhere in the photo. Therefore, you can see what brand of products such as Kicker, American Force, and Bully Dog. Unless you understand what companies make what you wouldn’t understand, for example, that Bully Dog makes tuners to modify how your truck shifts, the gear ratio, and the amount of fuel delivered to the engine. In some cases, this rendering will allow you to be invited to certain shows such as SEMA, which will be elaborated on more later. You may not know the significance of KEG Media, and to outsiders it may seem like To someone not in the Discourse they may just see it’s a large truck and they may not even be able to tell what truck it is, or what has gone into it. Also, you may not understand what a rendering is, or what the importance of it is unless you are completely in the Discourse.
When talking in regard to trucks themselves words such as dually, Duramax, Cummins, turbo, stacks, spacers, 7.3, new body style, and 14 wides may be a part of the conversation. Drawing from a Craigslist ad you may find “I’m selling my truck to get a new Denali.” (Craigslist) Unless you are in the Discourse, or one similar such is that of a mechanic, you will not understand what this means. You can assume it is another truck but you most likely wouldn’t know it would be a GMC 1500 Denali. By “enculturation” (Gee 7), as Gee puts it, you will begin to understand what these words mean and what they refer to. Enculturation is “supported interaction with people who have already mastered the Discourse.” (Gee 7) This shows that it is a Discourse because you need to be surrounded in the culture, or the views, beliefs, and actions of those within the Discourse to actually understand the words or phrases used. Other words that may be used are “powder coated” (Craigslist) or “color matched” (Craigslist). These words not only have a specific meaning, but they also hold significance. Both powder coating and color matching is only done by those who want their truck to look immaculate. Both take much time and money, and there are many different ways around it. Although someone may understand what was done, such as the form of painting (powder coating) they wouldn’t understand the pride that person takes in their build, since they are going to spend that much money. Only those in the Discourse may understand the meaning and significance of the words used.
Events or truck meets are also a large part of the hobby. These meetings allow you to take pride in your work, or truck, and see what people around you have in their truck. It allows you to socialize with people that have the same hobby, and Discourse. This creates bonds between those that share similar interests, and you may be able to bounce new ideas off of one another about what to do to your truck. In Fiano’s words “secondary Discourses present specific structures of being and protocols.” In this example you must know the manner in which you act at a truck meet. This includes leaving your doors open, to see if you have a custom interior, or leaving your stereo playing if you have a custom sound system. Also, you open your hood so people can see what performance modifications you have done. Some of the meets may include “Burnout & Donut [Competitions]” which would only be understood by those in this Discourse or one similar. Lastly, unless you are in the Discourse you wouldn’t know that you are supposed to leave any custom lights on such as in your wheel wells, headlights, tail lights, or underneath your truck.
These examples, or artifacts, of this Discourse may only be fully understood if you have fully acquired the “language.” Between the Craigslist post, truck meet ad on Facebook, and accessories from the Summit Racing website you are able to understand the depth and complexity of this Discourse. Through further analyzation using the building tasks the pieces of language support that this hobby is a language in it’s own with it’s own ways of being. This language would not come naturally, but with experience you will begin to learn all of the aspects of the ways of doing and being within the truck modification Discourse. In conclusion, truck modification is a non dominant and dominant secondary Discourse because the aspects within it, such as the words, behaviors, and attitudes, are only applicable to itself, and the Discourse has it’s own values and beliefs that would only be understood when the “language” has been mastered.
Works Cited
Gee, James Paul. “Literacy, Discourse, and Linguistics: Introduction.” Journal of Education 171.1 (1989): 5–17. Print.
“Summit Racing.” Summit Racing Equipment. Summit Racing Equipment. Web. 24 Oct. 2015.
“2014 Chevrolet Silverado 1500 LTZ Crew Cab 4WD 8” Lift 20x12 35 CUSTOM.” Craigslist. 2 Oct. 2015. Web. 22 Oct. 2015.
“Truck Invasion.” Colorado Car & Truck Meets. Colorado Car & Truck Meets, 14 Sept. 2015. Web. 23 Oct. 2015.
Fiano, Darcy A. “Primary Discourse and Expressive Oral Language in a Kindergarten Student.” Reading Research Quarterly 49.1 (2014): 61–84. Print.
