KQED's Forum What California’s Billboards Say About Us
Jul 23, 2025
In this engaging discussion, Catherine Gudis, a history professor and author, explores the rich cultural history of billboards, while Wendy Liu, a critical tech writer, critiques their impact on community identity. Matt Stevens, a culture critic, sheds light on how billboards shape the entertainment landscape in Southern California. The trio dives into nostalgic memories of hand-painted signs, the tension between traditional and digital advertising, and how these visual markers reflect California's evolving values. They invite listeners to share their own billboard stories, highlighting their quirky charm.
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Billboards Remain Visually Powerful
- Billboards continue to command attention because they physically occupy space and shock drivers into looking despite media saturation.
- Their large scale and presence in the car's moving environment give them an undiminished impact compared to digital ads.
Tech Billboards Alienate Public
- Many San Francisco tech billboards target a niche B2B audience, not the general public who see them.
- This creates alienation and reflects tech's dominance and colonization of public space in the city.
AI Billboard Sparks Worker Anxiety
- Artisan's AI billboard "Stop hiring humans" is provocative amid San Francisco's inequality.
- The ad warns workers not to complain or risk being automated out of jobs, creating anxiety.
