After defining myths, and suggesting that myths still play a role in contemporary life, even though they do this in disguised form, we use myth to understand the mythic dimensions of the Harley-Davidson motorcycle company, suggesting it is connected to the myth of Hades. We show this by using my “myth model” in which various aspects of myths, as they inform psychoanalytic theory, historical experience, elite culture, popular culture, and everyday life, are examined and applied to Harley-Davidson.
KeywordsHarley-Davidson Myth Myth model Hades
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