The language of late fossil capital

Abstract

ABSTRACT This essay studies the propaganda language of contemporary – or late – fossil capital. Whereas the traditional understanding of propaganda focuses on the dissemination of information (or disinformation) in order to promote a political cause or ideology, I argue that the main form and vehicle of propaganda for late fossil capital is the massive use of terms and tropes, together with particular rhetorical devices, for example, the interpellation of the individual consumer as responsible for mitigating climate change. The essay studies the language of fossil capital based primarily on marketing material by fossil fuel companies, in the US and other Western countries, such as advertising and advertorials, current and archived websites, social media, corporate sustainability reports, as well as material produced by industry organisation such as the American Petroleum Institute and the Heartland Institute. A large part of the material is taken from two North American legal complaints, Connecticut v. Exxon Mobil Corporation (2020) and City of New York v. Exxon Mobil Corp. et al. (2021).