Drilling Is Just the Beginning: Romanticizing Rust Belt identities in the campaign for shale gas

ABSTRACT

Public apprehension over the environmental, social, and health impacts of unconventional gas drilling, or fracking, prompts various responses from oil and gas industries. Natural gas discourses operating in the Marcellus Shale Region, USA, for example, counter claims of environmental harm by emphasizing the economic growth that industry spurs. This article argues that corporate narratives operating in the Marcellus renew the jobs versus environment dichotomy by romanticizing labor identities in the region, binding Rust Belt identities to extraction in the past, present, and future of the region. The danger of this discursive move is the exclusion of alternative possibilities for working, living, and being without fossil fuel industries. I employ a critical analysis of one corporate advertising campaign, “Drilling Is Just the Beginning,” produced by the natural gas drilling company Range Resources, to demonstrate how extraction discourses construct futures that depend on shale gas development, thereby marginalizing possibilities for ecologically sensible alternatives.