Travelling by bicycle in Australia, from nationalism to multi-culturalism…: Brand names, marketing and national identity

Travelling by bicycle in Australia, from nationalism to multi-culturalism…: Brand names, marketing and national identity

JACKSON, Simon; RENDA, Gianni

Article:

With the Australian-owned and Taiwanese-manufactured bicycle Malvern Star launching its premier model named Oppy after world champion racer Sir Hubert Opperman, it is harking back to the glory years of Australian bicycling sporting success. This paper explores the history of the bicycle industry in Australia and the role played by product branding. It also documents the change from this nation starting as a largely British ‘settler’ society, and becoming a modern multi-cultural one.

With the Australian-owned and Taiwanese-manufactured bicycle Malvern Star launching its premier model named Oppy after world champion racer Sir Hubert Opperman, it is harking back to the glory years of Australian bicycling sporting success. This paper explores the history of the bicycle industry in Australia and the role played by product branding. It also documents the change from this nation starting as a largely British ‘settler’ society, and becoming a modern multi-cultural one.

Palavras-chave:

DOI: 10.5151/despro-icdhs2016-01_005

Referências bibliográficas

• [1] Berto, F. (2009) The Dancing Chain, San Francisco: Cycle Publications
• [2] Farren, P. and Farren, C. (2013) Bicycling Through Time: The Farren Collection, Mulgrave, Victoria: Images Publishing.
• [3] The Farren Collection, Melbourne, Australia.
• [4] Grant, P. (1983) ‘Technological Sovereignty: Forgotten Factor in the ‘Hi-Tech’ Razzmatazz.’ Prometheus, vol. 1, no. 2, December, pp. 239-271.
• [5] National Museum of Australia, Canberra.
• [6] Rapley, D. (2012) Racing Bicycles: 100 Years of Steel, Mulgrave, Victoria: Images Publishing.
• [7] Senghaas, D. (1985) The European Experience. Leamington Spa, UK.: Berg Publishers.
• [8] Todd, J. (1995) Colonial Technology: Science and the Transfer of Innovation to Australia. Cambridge: Cambridge University Press.

Como citar:

JACKSON, Simon; RENDA, Gianni; "Travelling by bicycle in Australia, from nationalism to multi-culturalism…: Brand names, marketing and national identity", p-24-27. In: Wong, Wendy Siuyi; Kikuchi, Yuko & Lin, Tingyi (Eds.). <strong>Making Trans/National Contemporary Design History [=ICDHS 2016 – 10th Conference of the International Committee for Design History & Design Studies]</strong>. São Paulo: Blucher, 2016.
ISSN 23186968, DOI 10.5151/despro-icdhs2016-01_005