Every time I drive down I-95 to go home, I go by a cow pasture that is dotted with multiple billboards. It is such a jarring image because there are two totally opposite elements: nature and industry. The scene reminds me of the film “This Space Available,” which I saw a few weeks ago. When Dr. Szulczewski told the class that UMW would be screening the documentary, I watched the trailer and knew I couldn’t miss the opportunity to see it. The movie focuses on visual pollution in the form of billboards, and it takes the stance that companies are invading our space without our consent. Here are a few numbers to put things into perspective… A person living in an urban area sees an average of 143,080,000 billboards each year. If all of the billboards in the United States were placed side-by-side, they would cover 60,000 football fields. Just one digital billboards uses 397,487 kilowatts of energy annually, which is around 14 times the amount of energy that an American home uses in one year. These illuminated billboards distract drivers and double the risk of car accidents. Those statistics are CRAZY! There is no reason that such huge numbers of billboards should be allowed anywhere, so why is this still an ongoing issue? The answer is simple, and it is one that is at the root of so many environmental problems: the tragedy of the commons.
Companies view empty space as theirs for the taking, something that they can exploit just to make a profit. Their attitude is “if I don’t use this space to promote my product, then someone else will.” Greed drives the advertising industry (which is dominated by only a handful of large businesses), and outdoor advertising is certainly no exception. As corporations push their products via billboards, they are pushing nature out of the minds of people as well. Humans have become so disconnected with nature, and most no longer appreciate the environment that is in danger of pollution. This article by Scenic America states, “Attractive communities and unspoiled scenic vistas are critical to our quality of life. Both encourage us to appreciate and maintain beauty and the natural environment.” Billboards take over the aesthetic wonder of nature because they block out trees and other scenery. In the documentary, a person being interviewed said that she was surprised when she saw the area behind a billboard that had been removed. She had no idea that there were trees being blocked by it, and I think that is a downright shame. How can people value the environment when they can’t even see it?
Another issue concerning billboards is environmental problems. Trees are cut down so that the signs are visible from the road, and deforestation causes ecological issues, such as erosion and the disappearance of carbon sinks. The 397,487 kilowatts of energy that one digital billboard uses each year put tons of carbon dioxide into the environment and depend on nonrenewable fossil fuels. These are serious problems that are putting our environment at risk all at the expense of companies that are driven to make money in any way possible.
So what can people do about it? Urging lawmakers to take action is one step that can be taken to combat this invasion. It can be on a local level—contacting your city council, for example—or on a state level by contacting the Congressman who represents your area. The documentary features an interview with the mayor of Sao Paulo, Brazil, the eighth largest city in the world. He banned outdoor advertising in Sao Paulo, and if a city that big can do it, then why can’t it happen elsewhere? Spreading the word to friends and family is another way to take action. If more people know about this issue and choose to do something about it, then more pressure will be put on lawmakers to implement a change.
Before watching the documentary, I never thought of billboards as visual pollution. I have always believed that the media is too present in our lives, but I only focused on television and magazines—the issue of billboards never occurred to me. It is indeed visual pollution, and the film sums up the underlying problem in one sentence: “You’re all fighting for space . . . that actually is not yours.” Corporations feel entitled to take over empty space in order to advertise their products, but the reality is that they are not entitled to that because no one owns that space. It is up to us to take a stand and say that we want our space back. We should not have to be bombarded with billboards everywhere we go. In the movie, one man stated, “The majority of the work I see now feels that this intrusion on your life is worthwhile, and I think it’s insulting.” I agree, and it’s time we say that enough is enough.









