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Green Automobility: Tesla Motors and the Symbolic Dimensions of, Green Cars
Green Automobility: Tesla Motors and the Symbolic Dimensions of, Green Cars by Michele Bruzzi
“Green Automobility: “Green Cars
Green Automobility Tesla Motors and the Symbolic Dimensions of “Green Cars” by Michele Bruzzi
Green Automobility Tesla Motors and the Symbolic Dimensions
Aim of this study is to investigate the symbolic dimensions of products commercialized as safe for the environment, and in particular of “green cars”, emerged since the late nineties on the technological platform provided by hybrid electric and “all electric” engines.
In the course of this project, I will initially provide a general understanding of the dynamics through which a “green image” is attached to commodities, bringing into light some of the ideological assumptions sustaining these processes.
Theoretically, this paper departs from the premise that in Western societies commodities are consumed for reasons that exceed their utilitarian, functional benefits, and relate to symbolic values commodities bear within consumer culture.
Non-utilitarian meanings are attached to commodities through all sorts of social practices, and particularly through marketing, fashion, media coverage and consumption habits. Such meanings serve consumers’ desire to articulate aspects of their individual and collective identities (McCracken, 1986, 1990).
The role of Western consumption patterns in environmental degradation is such that it appeared stimulating to investigate the symbolic manoeuvres through which an environmental credibility is associated with commercial products (Durning, 1992).
More specifically, given the major contribution of automobiles to environmental issues as resource depletion and climate change (Paterson, 2000, 258-260), a focus on the automotive market-place appeared potentially illuminating.
Considerations at both these levels will provide the argumentative basis for what constitutes a central objective of this dissertation, i.e.
understanding which symbolisms are driving the success of the American electric vehicles manufacturer Tesla Motors.
To these aims, I have considered appropriate to set out the work reviewing what environmental concern represented in the historical period during which it reached a level of resonance that made it convenient for Western brands to associate their image to a green sensibility.
Contents Green Automobility Tesla Motors
This is the Contents of the ebook Green Automobility Tesla Motors and the Symbolic Dimensions of “Green Cars” by Michele Bruzzi
1 – The Environmental Movement, Science, and the Market
The Environmental Revolution
The Seventies: From Radical Ecology to the Politicization of
2 – Green Cars
Green Marketing: Co-option or Progressive Change?
Status, Freedom, and Green Concerns as well.
3 – A Case Study: Tesla Motors
Spaceships, Solar Energy and Supercars
Cars from the Silicon Valley
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