Assessing ExxonMobil's Climate Change Communications (1977-2014)

Coal, oil, and gas companies have operated - and continue to operate - across myriad facets of the climate problem: scientific, political, and public. Efforts to engage the fossil fuel industry in addressing climate change should therefore be informed by this broad historical context. In this paper, we present an empirical document-by-document textual content analysis and comparison of 187 diverse climate change communications from ExxonMobil spanning 1977 to 2014, including peer-reviewed and non-peer-reviewed publications, internal company documents, and paid, editorial-style advertisements ("advertorials") in The New York Times. We examine whether these communications sent consistent messages about the state of climate science and its implications - specifically, we compare their positions on climate change as real, human-caused, serious, and solvable. In all four cases, we find that as documents become more publicly accessible, they increasingly communicate doubt. That is, ExxonMobil contributed to advancing climate science - by way of its scientists' academic publications - but promoted doubt about it in advertorials. Our findings shed light on one oil and gas company's multivalent strategic responses to climate change. They offer a cautionary tale against myopic engagement with the fossil fuel industry, demonstrating the importance of evaluating the full spectrum of a company's claims and activities.