Almost fifty years have passed since Texaco proclaimed its “glorious gamble” to extract oil from the Amazon. And while more than two decades have elapsed since the drilling finally ceased, at least four generations (referred to here as “Generations 10W40,” by the author) have suffered many deleterious effects, resulting from countless acts of irresponsible, pollution-generating corporate/governmental behavior. Lawsuits have abounded in both the United States and Ecuador over this calamity, and attorneys continue to fight over which accused party is most culpable—Texaco (now Chevron Texaco), Petro Ecuador and/or the Ecuadorian government. Regardless of who is most responsible, however, the fact remains that innocent people continue to be victimized. Another undeniable fact is the long history of Chevron Texaco’s expensive, forceful and unrelenting publicity campaign to win popular support outside the courtroom through propagandistic mass media appeals. This essay analyzes this long-term “crusade” within a framework of seven specific devices—name-calling, bandwagon, glittering generalities, transfer, testimonial, plain folks and card stacking—applied to the company’s corporate communication strategy, and occurring throughout its preliminary oil exploration, the oil drilling years and the toxic aftermath of the venture.
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