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The Tesla in the world of signs - between good and evil

Widota Andrzej

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2019

z. 135

223--234

In the context of the environmental debate, the popular dichotomy of good and evil becomes the dichotomy of ecological and unecological. Since its introduction in 2012, the Tesla Model S has become the synonym of environmentally-friendly driving. The car has become much more than its use-value, not only because its creators have chosen to fill it with meanings (“0 engines, 0 emissions, 100% electric” is an early advertising slogan) but also because by entering the world of signs, the objects begin to live independently of their subjects. Although the status of the Tesla as a sustainable means of transport remain questionable, it still manages to function as one in the sphere of the virtual.