How does Tesla get around these issues and convince men to not only buy the cars, but show them off? In part by leaning into the script provided long ago by Giesler, which is familiar to anyone who has watched TV — sell the electric models as speedy and luxurious symbols of wealth and conspicuous privilege. This aspect of their marketing, same as for any flashy sports car, invites the male driver to perform “demonstrations of aggressiveness, risk-taking and reckless styles of driving, echoing ideals of violent and invasive masculine power.”
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