The difference with Teslas is that men also have to be taught to fetishize the technology that might otherwise threaten their image. The “zero emissions” concept is therefore framed as a kind of freedom from the guilt of energy waste — the new individualism — even when the rest of one’s lifestyle leaves a significant carbon footprint. Environmentalism, the paper argues, can thus be “weaponized” for men, who will drive like assholes in their electric vehicles, smugly believing this is an act of ecological generosity while “safeguarding the undisturbed reproduction of white, class-privileged masculine hegemony on the road in times of climate change.”
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