Evoking an emotional response in one’s audience is a rhetorical means of persuasion well documented since Aristotle. But like Aristotle writes in his Rhetoric, if the reliable character of the speaker isn’t enough to convince a crowd, an emotional appeal might be the next best route to getting what you want – a strategy that is evidently well suited to a powerful but untrustworthy voice, like that of the gas industry.
The oil and gas industry's chief spokespeople have become rhetorical masters, the veritable trailblazers of the devolution of public relations into spin and misinformation campaigns. They probably have a thing or two to teach Aristotle about the art of persuasion and conjuring. Take climate science for example, where the industry has conjured up a ‘climate change debate’ out of thin air, or warming air for that matter. With a few flicks of the rhetorical wand a ‘debate’ over the anthropogenic warming of the climate began, despite an overwhelming consensus on the matter from the world’s leading scientists.
But we’ve long passed the point where we take industry at its word. We have become too skeptical to trust the ‘character of the speaker’ and the industry knows this all too well. Hence the blatant emotional play at work in so much oil and gas industry public relations.