Conspicuous consumption refers to the practice of ostentatiously displaying of high status objects. Think very expensive purses and watches. In the last few decades, as concern for the environment has become increasingly en vogue, it has become a marker of status to care for the earth. Accordingly, people now engage in conspicuous conservation, the ostentatious display of objects that mark a person as eco-friendly.
Driving a Prius and putting solar panels on visible roof lines, even if they aren’t the sunniest, are two well-documented examples. Those “litter removal sponsored by” signs on freeways are an example we’ve featured, as are these shoes that make it appear that the wearer helped clean up the oil spill in the gulf, even though they didn’t.
Well, welcome to the opposite: conspicuous pollution.
Elizabeth Kulze, writing at Vocativ, explains:
In small towns across America, manly men are customizing their jacked-up diesel trucks to intentionally emit giant plumes of toxic smoke every time they rev their engines. They call it “rollin’ coal”…
It’s a thing. Google it!
This is not just a handful of guys. Kulze links to “an entire subculture” on Facebook, Tumblr, and Instagram. “It’s just fun,” one coal roller says. “Just driving and blowing smoke and having a good time.”
It isn’t just fun, though. It’s a way for these men — mostly white, working class, rural men — to send an intrusive and nasty message to people they don’t like. That includes Prius drivers, cops, women, tailgaters, and people in vulnerable positions.
Kulze reports that it costs anywhere between $1,000 and $5,000 to modify a pickup to do this, which is why the phenomenon resonates with conspicuous consumption and conservation. It’s an expensive and public way to claim an identity that the owner wants to project.Lisa Wade, PhD is a professor at Occidental College. She is the author of American Hookup, a book about college sexual culture, and a textbook about gender. You can follow her on Twitter, Facebook, and Instagram.