Orchestrating the narrative: The role of fossil fuel companies in delaying the energy transition

The scientific community has long identified the urgent need to phase out fossil fuels. Yet, fossil fuel companies have managed to avoid accountability by orchestrating the narrative associated to their public image. This paper therefore addresses the question: How has the narrative of fossil fuel companies evolved within the context of the climate crisis? Based on the notion of petroculture, which refers to the inextricable ties between fossil fuels and societies, through an extensive literature review and the analysis of Shell's sustainability reports, this paper identifies the evolving discursive strategies adopted by fossil fuel companies, contextualizing them over time. These strategies have been categorized into Pre-shift strategies, initially founded on explicit climate denial (Spreading Doubt, Questioning Science, Lobbying and Revolving Doors); and Post-shift strategies: subtle – but effective – forms of climate delay through the readaptation of Lobbying and Revolving Doors, the conviction of fossil fuels as irreplaceable (Necessitarianism), the adoption of a green facade (Greenwashing), blame placement towards their consumers (Strategic Blame Placement), and unconditional faith in technologies (Techno-optimism). This research provides the translation key necessary to recognize misleading behavior, allowing the reader to understand the underlying motivations behind fossil fuels companies' climate claims, and providing evidence to enable the energy transition to move forward.