🕵️♀️ The Climate Propagandist Newsletter #7
Introducing "Petrosplaining" + your climate propaganda digest! ⛽️
Welcome back to The Climate Propagandist Newsletter, a bi-weekly playbook that aims to inform and equip storytellers to become spin doctors for climate action!
In this edition, we dissect emerging fossil fuel messaging and communication strategies in what I have termed 'petrosplaining.’ As always, we have a treasure trove of climate propaganda resources for you to explore. Keep scrolling to the end to find our curated list of recommendations!
This newsletter is proudly supported by Quinta.
🔦 INVESTIGATIVE PIECE: Introducing “Petrosplaining,” a new tactic in the fossil fuel playbook
Fossil fuel companies, in their efforts to delay climate policies, have adopted increasingly sophisticated marketing techniques aimed at greenwashing their public image - including “greenrinsing”, “greenshifting” and many more. Now, some of these companies have abandoned the subtleties of eco-friendly façades altogether. Instead, they have chosen to boldly showcase their harmful products, eschewing any attempt to persuade the public of their positive impact on the planet. This type of messaging is also delivered in a condescending and patronising manner—a phenomenon I've coined as "petrosplaining.”
The term "mansplaining" is rooted in gender dynamics, depicting a scenario where a man explains something to someone, typically a woman, in a condescending or patronising manner, assuming the listener possesses less knowledge or understanding of the subject. Interestingly, similar dynamics are at play in the fossil fuel industry's communication strategies. The defenders of oil and gas are painted as self-proclaimed experts and gatekeepers of truth, while climate activists find themselves portrayed as naive, inexperienced, and disconnected from reality. The industry’s PR and communication tactics manifest in oversimplified messages, patronising tones, and the outright discrediting of cleaner energy solutions.
Here, I have listed three key characteristics of petrosplaining:
1- OVERSIMPLIFYING THE MESSAGE
In these commercials, oil and gas supporters often assume the role of the all-wise explainer, treating the audience as if they're fresh out of preschool.
Take, for instance, ExxonMobil's promotion of fossil gas using the analogy of a peanut butter and jelly sandwich (yes, you read that right). “Natural gas and renewable energy work great on their own but better together. Kind of like a peanut butter sandwich” explains the narrator. This oversimplified comparison conveniently positions Exxon as the benevolent teacher guiding us through the basics. The ad not only sells a product but also a narrative that perpetuates the notion that we, the viewers, need elementary lessons in understanding the energy landscape.
2- PATRONISING THE AUDIENCE
In pro-fossil fuels advertisements, it's a recurring theme to witness male actors assuming the role of the knowledgeable mentor, often enlightening female counterparts.
In an ad by American Petroleum Institute, a scripted conversation unfolds between two journalists. The woman asks: “But aren’t renewables the waves of the future?” Her male colleague reply with a dismissive smile, asserting, “Wind and solar are great. But you still need natural gas to meet demands 24/7. Natural gas is going to be part of the mix for decades to come.” While reinforcing gendered stereotypes, the ad implies that the woman's optimism about renewables is unfounded or overly simplistic. And the male figure is there to guide her towards more informed choices - namely, petrochemicals.
3- DISCREDITING CLIMATE SOLUTIONS
The final element of petrosplaining involves discrediting climate solutions that aim to reduce or eliminate the use of oil and gas. The strategy is to present the industry as essential for human well-being and to portray any shift away from fossil fuels as a greater burden on society than taking no action on climate change. These campaigns often use fear-mongering messages to depict a world without oil and gas as unattractive, chaotic, and potentially dangerous.
A vivid example is the ad by Energy Transfer (which I already discussed in a previous newsletter) serves as an example. The ad implies that if we abandon oil and gas, we will regress to the Middle Ages - something that "nobody wants." It employs fearful messaging to convince the public that society cannot progress without continued reliance on fossil fuels. And once again, who is presenting the truth? Surprise, surprise, it is a cisgender man!
Fossil fuel companies are concerned about the potential impact on their profits as the world shifts to renewable sources. Petrosplaining is their method of asserting a narrative in which fossil fuels are portrayed as positive contributors to society. Also, bonus point, oil and gas can’t face legal consequences by simply promoting fossil fuels - it's a less risky public relations and communications strategy compared to the pitfalls associated with greenwashing.
💼 CLIMATE PROPAGANDA DIGEST:
Don’t miss out on these handpicked resources for climate propagandists. Here’s a curated list of what to read, watch, listen to, and engage with…
📑 Reading material
REPORT: “Emotional Responses to the Climate Crisis: The Role of Positive Imaginaries”
This report by Climate Vanguard offers a concise and insightful examination of utilising emotions like fear, anger, and hope as effective tools to motivate climate action, ranging from mass organising to civil disobedience. “While there is no perfect “emotional recipe” to inspire activism, it is important to understand the primary emotional reactions to climate breakdown and how they can be leveraged towards action.” This is a short but necessary read, providing a list of great references to look at!
GUIDE: “Talk like a human: Lessons on how to communicate climate change”
In this language guide, Potential Energy has compiled a list of top suggestions on how to improve your climate communications. These tips are simple, easy to implement, and backed by data. Another great resource found on the Creatives for Climate hub!
📻 Audio content
EPISODE: “Climate Delay and the Fossil Fuel Industry”
In this episode by Planet:Critical, climate researcher and communications consultant Ketan Joshi reveals Big Oil efforts to maintain the status quo - from climate denial, to tactics of delay. Tune in to learn more about “the actions that the fossil fuel industry took to delay national energy transitions, the link between wealth, power and influence, and the root of the inequitable distribution of resources.”
EPISODE: “Living on the Front Lines of a War and the Climate Crisis, in Palestine.”
Drilled never disappoints! In this episode, Abeer Butmeh, coordinator of the Palestinian NGOs Network, discusses the challenges of "battling for short-term and long-term survival when your identity itself is criminalised". The introduction provides an excellent overview of the Palestinian struggle for liberation and how militarisation intersects with various environmental issues. Don’t miss out on this!
📹 Video resources
RECORDING: “How to Safeguard Against Mis-/Disinformation at COP28”
Highly recommend watching this press briefing hosted by Covering Climate Now and Climate Action Against Disinformation. It offers valuable insights into anticipated disinformation narratives at COP28, explores how the media navigates and processes disinformation, and sheds light on the potential impact these narratives might have on the ongoing negotiations.
🎟 Special events and offerings
WEBINAR: “Mastering Sustainability Messaging: How to engage ‘Persuadables’ on Climate”, November 29th
A must-attend event on mastering sustainability messaging and engaging ‘The Persuadables’ - the majority group who believe climate change is real, but isn’t taking action. In this session, Media Bounty and ACT Climate Lab will explore the language, cultural context, values, and norms of persuadable communities, as well as provide actionable guidance on developing simpler and sharper climate-related messages.
COP28 ACTIVATIONS: The Climate Propagandist is proud to be an organising partner of the Entertainment + Culture Pavilion. This pavilion will serve as the homeground for creativity, culture, and climate during COP28. Stay tuned for more details on the exciting activations that The Climate Propagandist will host within the COP blue zone and beyond. In the meantime, feel free to follow the E+C Pavilion on Instagram or LinkedIn for the latest updates and to stay in the loop.
💌 SPECIAL SHOUT-OUT:
This week’s newsletter is proudly supported by Quinta.
“At Quinta, we believe that skincare should be more than just a routine—it should be a conscious choice that benefits both your skin and the planet.
We are committed to formulating vegan-friendly products, free from synthetic fragrances, parabens, petrochemicals, and palm oil. Sustainability is at the core of what we do, reflected in our choice of 100% post-consumer recycled aluminum packaging. Our much-anticipated first product, Green Guardian (launching this November) is combining organic oils, shea butter, and high-performance humectants to offer your skin deep hydration and radiant resilience.
Join us on this journey towards radiant, sustainable skincare. Together, we have the power to redefine the beauty industry, enriching not only our skin but also our communities and our planet. Learn more about Quinta and our upcoming Green Guardian launch at quintaskin.com.”
While you eagerly await the next newsletter, why not hop over to our Instagram and LinkedIn pages for extra climate propaganda content? We've got a lot more in store for you there!
Help us keep The Climate Propagandist Newsletter free by making a donation 💌
You've explained the "Petroplaining" really well. Those ads really makes me cringe though! Also the use of natural gas... how convenient.