Billboards and Petrocultures In West Texas

This article explores how fossil fuels are expressed on the surface of specific media: billboards. It is based on observations made during a “scholarly” road trip to West Texas aimed at studying the protests surrounding the construction of the Trans-Pecos Pipeline. Blending travel writing with a theoretical analysis of billboards, the article investigates the philosophy behind the Shale Revolution and examines the specific petroculture of the Permian Basin. Given their necessary conciseness, clarity and effectiveness, billboards contain both straightforward messages and profound subliminal cultural references. This makes them meaningful means to understand how oil and gas are embedded in the culture of Oil Country. It is argued that billboards related to fossil fuel extraction constitute nuanced forms of “petromedia” whose semantics and design reinforce a specific “philosophy of energy.” The petrocultural philosophy of West Texas is strongly anthropocentric and promotes ideas such as the instrumentality of nature, domination over untamed land, technoscientific power, drilling prowess, rugged individualism, and masculinity.