Analysis Paper: Moral Dilemma

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Analysis Paper #2 (Moral Dilemma)

Your Assignment:

Describe a situation in your work or personal life, either experienced or witnessed, in which a decision or action of moral gravity was made or taken. You may choose to write this to me or to any audience you specify (advice to a friend, for example). You may write this in the third person or the first person – whichever feels more right to you. This is your story, so you need to tell it in a way that makes sense to you and so that your discussion is clear to your reader. Once you have described the situation, please discuss your answers to the following questions:

· What stakeholders were affected by the decision or action?

· What would have been considered the “right” outcome? What would have been considered “wrong”? Why?

· To what ethical principle or principles was the person (or persons) who made the decision or took the action possibly adhering? Do these match yours today? Why/why not?

· What biases might have prevented the person (or persons) from making the best decision or taking the proper action?

· If there’s an organization (company, institution, employer) in the situation, what might that organization have done to prevent and/or remedy the situation and ensure an ethical result?

(I didn’t give this assignment a descriptive title because I know you will be able to give it a better one once you’ve written it)

This time, you aren't writing a memo to a CEO -- you can format the paper however you like. It helps you write better if you picture someone you're writing to, and why, so give that some real thought before jumping in to the assignment. In this assignment, you have a lot of room in terms of your topic -- you should look at the prompts and really think about something you could write well about in terms of what you're being asked. You're being asked to identify a moral dilemma -- somewhere you could have gone one way or another -- or maybe you watched someone make a decision after a moral dilemma presented itself. It doesn't have to be of life-shattering, world-changing proportions -- it could be small. However, whether to have the blueberry muffin or the pumpkin spice muffin isn't a moral dilemma, so you'll need to find something somewhere between nuclear war and muffin selection.

All sources are attached in the file.

It can be 3 to 5 pages. Double spaced, Font Times New Roman.

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New AP 2/Sources/2 How a Small Town Is Standing Up to Fracking - Rolling Stone.pdf

How a Small Town Is Standing Up to Fracking Grant Township, Pennsylvania, population 741, has became the front line of a radical new environmental movement – and they're not backing down May 22, 2017

Stacy Long, on her property in Grant Township (right), has been fighting to stop her town from being used as a toxic waste dump. Mike Belleme for Rolling Stone

On October 24th, 2012, several agents from Pennsylvania General Energy, an oil-and-gas exploration company, met privately with local officials from the rural western Pennsylvania community of Grant Township. Fracking was booming in Pennsylvania, and PGE had been trucking tens of thousands of gallons of fracking wastewater to faraway injection wells in Ohio. Developing

an injection well somewhere in Pennsylvania could save the company around $2 million a year, and Grant Township, a swath of woods and hayfields slightly larger than Manhattan and populated by a mere 741 people, seemed like an especially good spot.

Most of the meeting's attendees – which included the three Grant Township supervisors, a rep from the local state senator's office and an official from the county's office of planning and development – will not speak about the event. But about 10 months later, one of the supervisors passed along a notice to a retired elementary-school teacher named Judy Wanchisn. In lettering so small "you need a magnifying glass to read," says Wanchisn, the notice declared that the U.S. Environmental Protection Agency "plans to issue an Underground Injection Control (UIC) permit to PGE  . . .  to construct and operate one class II-D brine disposal injection well." Wanchisn had no idea what that meant, but she could tell it was bad.

Wanchisn, now 74, lives about a mile from the proposed injection-well site, in a modest white ranch house overlooking East Run, a creek that's popular with anglers and home to an ancient salamander species called the hellbender. She was born and raised in Grant Township and taught elementary school for 20 years in the neighboring community of Purchase Line. When she received the EPA announcement, she was enjoying her retirement, spending days with grandkids and girlfriends, gardening and taking care of her husband, who has a heart condition. But she soon found herself spending more time in front of the computer, researching injection wells.

Fracking involves sending millions of gallons of chemical-laden pressurized fluid into deep layers of rock, creating fractures that release trapped oil and gas. In the past decade, Americans have been enjoying the cheap domestic energy resulting from the fracking boom, which now produces two-thirds of the country's natural gas and half of its oil. But fracking has also created its share of unwanted byproduct. Some 36,000 oil-and-gas wastewater-injection wells – disposal sites for the fluid that seeps to the surface after a well is

fracked – lie sunk across our land. Pennsylvania presently has only eight active injection wells, but several are in the process of being permitted. And as the incredibly gas-rich Marcellus shale layer is developed, along with another massive shale layer a few thousand feet beneath it called the Utica, there will surely be more to come.

Fracking wastewater is a toxic brew containing some of the carcinogenic and flammable chemicals left over from the fracking process, as well as heavy metals and radioactive elements like radon and radium that seep out of deep rock layers. Between 2005 and 2014, America pumped approximately 189 billion gallons of fracking wastewater down injection wells, the equivalent of letting the full force of Niagara Falls gush directly into the earth for 14 and a half days. "They started drilling without having any idea what they are going to do with the waste," says Penn State ecologist William Hamilton, who writes a blog about western Pennsylvania. "To me, pumping it into the ground seems like a very foolish way to dispose of a toxic material. There are going to be gigantic, unknown and long-term consequences to this."

Oil-and-gas companies in Pennsylvania once delivered fracking wastewater to sewage-treatment plants. But in the summer of 2008, residents began noticing that their water had developed a funny taste and their dishwashers were malfunctioning. A steel plant reported the water was corroding its machinery. Last year, the EPA banned the practice. The majority of fracking wastewater produced in Pennsylvania is now treated in industrial facilities and reused in fracking wells. Eventually, the mixture becomes too toxic to handle, at which point it is pumped into an injection well. In 2011, a well operated by EXCO Resources oozed waste for four months into a remote forest in central Pennsylvania. A landmark study published last year in Environmental Science & Technology, co-authored by scientists at the U.S. Geological Survey, determined that a West Virginia injection-well site was "impacting the stream that runs through the area." USGS studies have also linked injection to earthquakes in Ohio, Arkansas and Oklahoma.

Essentially, Wanchisn learned, the ground beneath her would be used as a vast toxic-waste storage locker. PGE planned to inject 42,000 gallons of fracking wastewater a day into a layer of rock 7,500 feet beneath the ground, where it was to remain for eternity. The pumping would continue 24 hours a day, every day, for half a generation or more – Wanchisn's teenage grandchildren could be married with children, and PGE would still be injecting fracking waste.

Judy Wanchisn, who rallied neighbors to fight back. "People didn't want anyone messing around with their water," she says. "They understand 'you poison my water and I don't have a home.'" Mike Belleme for Rolling Stone

In October 2013, about 30 residents raised safety issues with the EPA at a public hearing in Grant Township's small municipal building. The president from the local chapter of the League of Women Voters, Sherene Hess, worried about the durability of the well's cement casing, along with the rock layers' ability to hold the waste. Others expressed concerns about seismic faults and the toxicity and radioactivity of the fracking wastewater. Plans to monitor the

well were lacking, and there were unresolved issues concerning the hazards of transporting waste to the site. "What we don't know about injection wells," Hess told the assembly, "may, in fact, hurt us."

After the meeting, Wanchisn assumed the system had worked: The community had presented a well-researched array of scientific facts and formally filed its complaints. How could the federal government's environmental watchdog permit a well in a town that widely opposed it? For five months, Wanchisn heard nothing. Then, in March 2014, she received a letter from the EPA. The injection well had been approved. "We were novices," she says. "We thought someone was going to save us, but what we hadn't yet realized was that no one was going to save us but ourselves."

Despite calls from Donald Trump and his EPA administrator, Scott Pruitt, to roll back "out of control" environmental regulations, in reality, the federal government rarely blocks projects outright. Battles tend to unfold within the regulatory system once a project gets the green light – a community marks out a certain threshold for pollution and tries to ensure the polluting industry stays below that mark. When it comes to fracking, the EPA has been especially business-friendly, declaring injection "a safe and inexpensive option for the disposal of unwanted and often hazardous industrial byproducts," and has approved thousands of wells across the country.

"Americans are often under the belief that the EPA or their local state environmental agency is going to save them from environmental pollution, and that is simply not the case," says Leila Conners, a documentarian whose 2016 film, We the People 2.0, examines how corporations undermine American democracy. "What people have to realize is that they are participating in a system that is not working. Across our country right now, companies are allowed to dump their waste pretty much for free."

But as construction on the injection well neared, Wanchisn and the other Grant Township residents began to wonder why they had to accept the EPA's ruling at all. With the help of outside advocates, the small community landed

upon a radical strategy: It adopted an ordinance that granted residents the right to local self-government, essentially seizing the power to bypass the EPA. According to the new laws of their renegade township, not only could humans defend themselves against PGE, but so too could the streams, the salamanders, the hemlock trees, the very soil underground. As outrageous as it might seem, the move thrust Grant Township onto the front line of a new environmental movement: It's the battle to grant legal rights to nature. And amazingly, it appears to be working.

The injection-well site in Grant Township. Mike Belleme for Rolling Stone

A few hours from Grant Township, in Mercersburg, Pennsylvania, is a small organization called the Community- Environmental Legal Defense Fund. CELDF has a staff of about a dozen and an annual operating budget of just $900,000 (the Sierra Club's is $100 million). Co-founded in 1995 by an Alabama-born lawyer named Thomas Linzey and his then-partner Stacey Schmader, CELDF began as a traditional environmental firm, helping communities fight toxic projects. But the work was discouraging. CELDF

would sue over a problem with a proposal, and the company would submit an amended permit, which was then approved. "We got invited to the White House, and we met Al Gore," says Linzey. "But all the liberal progressive community cared about was that we were enforcing existing environmental laws. No one seemed to care that the community we were fighting for still got a new toxic-waste incinerator."

The disconnect led Linzey to recall a landmark 1972 paper he read in law school: "Should Trees Have Standing? Toward Legal Rights for Natural Objects." "I am quite seriously proposing," wrote its author, Christopher Stone, "that we give legal rights to forests, oceans, rivers and other so-called 'natural objects' in the environment – indeed, to the natural environment as a whole." Stone defended the theory by urging readers to consider the nation's dark past: Children as young as eight once worked in American factories; until 1920, women in most states couldn't vote, serve on juries or sue in court; and 160 years ago, African-Americans were sold on auction blocks. "The fact is, that each time there is a movement to confer rights onto some new 'entity,' the proposal is bound to sound odd or frightening or laughable," wrote Stone. "This is partly because until the rightless thing receives its rights, we cannot see it as anything but a thing for the use of 'us' – those who are holding rights at the time."

Under Linzey's direction, CELDF was transformed into a civil-rights group for the environment. It has since helped about three dozen communities across the country draft laws to grant legal rights to nature. They have fought the oil-and-gas industry, factory farms, sludge haulers and other polluters. The plan, says Linzey, is to inject the idea of rights of nature into the national dialogue by working community by community. The ultimate goal is to work with legislatures to introduce rights-of-nature language into state constitutions and, eventually, the U.S. Constitution.

Wanchisn contacted CELDF in April 2014. Initially, the conversation did not go well. An energetic Pennsylvania organizer named Chad Nicholson

explained to her the group's rights-of-nature mission. "It was like he was talking Greek," says Wanchisn. "We butted heads."

But Nicholson also offered insight into Grant Township's experience with the EPA. "The regulatory system is cooked," he told Wanchisn. "Its DNA does not allow communities to actually say no to things and protect their environment. Communities are then left arguing over the details of a permit granted to a corporation, but what a permit does is allow a certain amount of illegal activity to go on in the community. A permit is about negotiating the rate of destruction, not stopping it." The only way to prevent contamination, he said, was to never let the corporation into their community in the first place. Wanchisn liked that approach. She didn't want a judicious permit; she wanted no injection well. In that case, Nicholson said, this "is not a pollution problem; it is a democracy problem."

Stacy meets with Chad Nicholson at her home in Grant Township on Thursday, April 27. Mike Belleme for Rolling Stone

By then, Grant Township had a new lead supervisor, a passionately conservative former coal-company executive named Fred Carlson. "If there's anyone who should be going along with this thing, it's me," Carlson says of the injection well. "But you have to think about the generations to come. And one of the biggest resources that this country has is clean fresh water." He was eager to work with CELDF, which helped write a community bill of rights that made it illegal within the township to operate injection wells. The ordinance would also give residents the right to local self-government and grant "natural communities and ecosystems within Grant Township, including . . . rivers, streams, and aquifers . . . the right to exist, flourish, and naturally evolve."

On CELDF's recommendation, Wanchisn, along with her eldest daughter, Stacy Long, and a family friend, founded an environmental organization called the East Run Hellbenders Society. They went door-to-door explaining why the ordinance was the only way to stop the injection well. "It didn't matter if they were Democrats or Republicans," says Wanchisn. "People didn't want anyone messing around with their water. They understand 'You poison my water and I don't have a home.' "

For the Pennsylvania oil-and-gas industry, the ordinance was a call to war. PGE sent a team of lawyers from Pittsburgh to the June 2014 township meeting where the ordinance was put to a vote. This time, more than 50 people showed up, many of them spilling out of the tiny municipal building into the parking lot. "PGE does not want to fight," the company's attorney, Blaine Lucas, told the crowd, urging a rejection of the ordinance. "If it goes to federal court, and I don't want to saber rattle here . . . there's a possibility the township could be required to pay our attorney fees."

Carlson fired back. "The only reason that I can see that you gentlemen are here is that Grant Township is a very small township," he said. "We're being picked on. We're not happy with it." He asked the room for a show of hands. Nearly everyone favored the bill. "Our ordinance is passed," Carlson declared.

"You boys know where we're at. If there's a problem, go at it."

Before summer was out, PGE filed a furious 19-page lawsuit in federal court, calling Grant's ordinance a violation of PGE's constitutional rights. "Grant Township's conduct," the suit claimed, "is deliberate, arbitrary, irrational, exceeds the limits of governmental authority, amounts to an abuse of official power and shocks the conscience." In October 2014, the Pennsylvania Independent Oil and Gas Association, or PIOGA, a powerful lobbying group, motioned to intervene on PGE's behalf. Grant Township wasn't just up against a single energy company anymore – it was up against the entire industry. Linzey had predicted the blowback. "To expect a fully formed legal theory initially out of rights-of-nature is just ridiculous," he says. "It takes actual conflicts to build that body of law."

In response, he urged Wanchisn and the other East Run Hellbenders, along with the local watershed – that is, the body of water itself – to file a motion to intervene on the township's behalf. It was Christopher Stone's theory put into action, and the oil-and-gas industry was not amused.

"Utter bull crap of the highest order," read a post on Marcellus Drilling News, a popular industry blog. "But a dangerous precedent if allowed. We can see your dog suing you, the trees that ring your property suing you, wrongful death lawsuits for killing a snake. . . . An ecosystem filing a lawsuit would be funny, if it weren't such a tragically vicious attack against the fabric of this country and the HUMANS that live in it."

A year later, Judge Susan Paradise Baxter of the U.S. District Court for the Western District of Pennsylvania rejected the watershed's attempt to intervene in the case and overturned the township's ordinance. The takeaway was clear. Grant Township had no right to deny a corporation its right to inject fracking waste. "Although Defendant wishes it were not so," wrote Judge Baxter, "the development of oil and gas . . . is a legitimate business activity and land use within Pennsylvania."

Supervisors Fred Carlson (left) and Jon Perry (center) led the council's opposition to the well. Chauncey Ross/Indiana Gazette

Since the election of Donald Trump, the Republican-controlled Congress has already attempted to nix an Obama rule meant to limit oil-and- gas companies from flaring methane, which releases the potent greenhouse gas and other toxins into the atmosphere. It has also rolled back a regulation that prevented mining companies from removing mountaintops and dumping the leftover debris into nearby river valleys. According to a statement issued by the White House in early February, the administration intends to further "nullify unnecessary regulations imposed on America's businesses." All of which underscores for Linzey that protecting the environment in Trump's America will require an epic fight. "Unfortunately, traditional liberal environmentalists are scared to death of that confrontation," he says. "We have to understand change doesn't come from comfort."

For Linzey, the battleground could not be more fundamental. Congress' power to regulate state policy is laid out in Article I, Section 8, Clause 3 of the U.S. Constitution: "To regulate Commerce with foreign Nations, and among the several States, and with the Indian Tribes." The Commerce Clause, as it's known, binds 50 sovereign territories into the United States of America. The Civil Rights Act of 1964 became law because discrimination was found to have a substantial effect on interstate commerce. The Clean Water Act, Clean Air Act and Endangered Species Act share a similar story. In America, social and environmental justice hangs on commerce. And American corporations have feasted off this arrangement. "Our constitutional structure is an archaic suicide pact," Linzey says. "You are looking at a system of law that elevates rights of property and commerce above the rights of communities, people and nature."

The expansion of constitutional rights for corporations – commonly referred to as corporate personhood – began with an 1886 case involving the Southern Pacific Railroad. Chief Justice Morrison Waite, a corporate attorney who had never served a day as judge prior to joining the Supreme Court, determined the 14th Amendment, originally crafted to secure constitutional rights for freed slaves, applied to corporations as well. In 1906, corporations gained protection from unreasonable searches and seizures under the Fourth Amendment. A 1931 case involving a Russian shipbuilder protected corporations from unlawful government seizures under the Fifth Amendment. A series of cases in the 1970s granted corporations free-speech rights under the First Amendment, freedoms expanded in the 2010 Citizens United decision. Four years later, the Hobby Lobby case granted religious freedoms to corporations as well.

But the growing influence of corporations on all branches of the U.S. government has inspired an opposing narrative, albeit one on the fringes of legal theory: the development of a nature personhood. "Given the rigidity and hostility of the current Court's standing jurisprudence, the intransigence of Congress, and the over-crowded agenda of the Executive Branch,"

Georgetown legal scholar Hope Babcock wrote in a 2016 paper on the rights of nature in Ecology Law Quarterly, "this may be the only way to protect our disappearing natural resources."

That's where CELDF comes in. One of the organization's first cases involved Tamaqua, an eastern Pennsylvania community of about 7,000 people not far from Philadelphia. Decades of coal mining had formed massive pits across the landscape, which a number of sludge-hauling companies were using to dispose of human, hospital and industrial chemical waste, including coal ash, a powdery soot that, according to Physicians for Social Responsibility, can cause "heart damage, lung disease, respiratory distress, kidney disease . . .  birth defects and impaired bone growth in children." In 2006, with the help of CELDF, the community passed an ordinance that banned dumping in the pits and declared that "natural communities, and ecosystems" be considered "persons." Chris Morrison, then Tamaqua's mayor, says, "I was just standing up for my environment, but there were other states and even other countries that contacted me for advice."

Most of the communities CELDF has worked with have been in Pennsylvania. The others are spread across the country, concentrated in states that value both the outdoors and industry: Washington, Oregon, Colorado, New Mexico, Ohio and New Hampshire. In 2007, an organization called the Pachamama Alliance contacted CELDF and arranged for Linzey and another attorney to travel to Ecuador, where they helped draft rights of nature into the country's new constitution. Three years later, Bolivia enacted the Law of Mother Earth, granting nature nearly a dozen rights, including the right to life and to exist. CELDF is presently working in Australia, Sweden and Nepal.

The movement has even spread back to one of its original wellsprings, among Native Americans. Last September, the Ho-Chunk Nation of Wisconsin became the first native tribe to begin the process of formally installing the rights of nature into their tribal constitution. Among other threats, oil-and- gas companies are mining the tribe's rich sand layers for use in fracking.

"This concept was always there," says Jon Greendeer, the executive director of Heritage Preservation with the Ho-Chunk Nation. "What the rights of nature does is translate our beliefs from an indigenous perspective into modern legislation."

But nowhere have the boundaries of the fight been more clearly defined than in Grant Township. Big Energy has put its full weight behind stopping rights of nature there because a victory for the town could set a precedent for others to fight back in America's fracking heartland. There's billions of dollars on the line, at a time when shale gas layers like the Marcellus have analysts trumpeting America's energy independence. "For the oil-and-gas industry, this rocks their world," says Linzey. "It means communities would have the power to say no to fracking and fracking waste, and these corporations would have to find a new line of work."

Protestors at the Pennsylvania Department of Environmental Protection Office. Nina Berman/Noor/Redux

In December 2015, a fleet of trucks commenced work at the site of the

proposed injection well. The chert-rock layer that PGE intended to fill with fracking wastewater had been mined since the late 1990s for its natural gas. But now the natural gas was nearly tapped out. To transform the site into an injection well, PGE needed to pump down fluids and observe how the well responded. This is called a manual integrity test, and for the residents of Grant Township it was a reasonable measure of how an around-the-clock industrial site would impact their community. "That was the worst week of my life," says Long, Wanchisn's daughter. "It was like an invading army set up camp."

Pickups and tanker trucks came and went. A giant drilling rig lit up the sky like a massive industrial Christmas tree. A security detail guarded the entire noisy operation. "We live here because it's quiet, peaceful and there's a sense of community," says William Woodcock, an interior decorator who works at Lowe's and lives in a 10,000-square-foot Grant Township estate that serves as a workshop for his partner, Jon Perry, a nationally renowned player-piano restorer. "But if I have to wake up to machinery running 24 hours a day, beaming lights that block out the stars and dumping toxic waste into the ground, the reasons to live here will be gone."

PGE's right to begin injecting waste in Grant Township was still far from assured. Although Judge Baxter had struck down Grant's community-bill-of- rights ordinance, CELDF offered another strategy. The judge's decision rested on the fact that Grant's regulations were trumped by state law. But a 1972 state act aimed at increasing the power of local government enabled Pennsylvania communities to adopt something known as a home-rule charter. This meant the municipality would no longer be hamstrung by state laws, and instead be bound by an agreement crafted and voted upon by its residents.

Wanchisn and Long once again hit the streets, joined by a growing number of local allies, including Long's husband, Mark, and Woodcock and Perry. Woodcock was particularly troubled by PGE's encroachment. He grew up on

a farm in western New York, not far from Love Canal, the infamous neighborhood built atop a chemical-waste dump. Images of the carcinogenic black sludge that oozed into the basements and backyards of Love Canal were seared into his mind. "Here was history repeating itself right on my doorstep," says Woodcock. "I needed to be a part of at least trying to make it stop."

Many of Grant's residents were initially wary of home rule. "They didn't understand it," says Wanchisn. "We had thrown a lot at them in a three-year period." But at the same time, town members had become increasingly willing to join the fight. "There's a fair degree of 'fuck you' in this area," says Perry. "We don't want people to come in and mess with us."

Not only did home rule pass in November 2015, by a margin of two to one, but both Perry and Long were elected town supervisors. Wanchisn and her rebel band had effectively taken over local government. According to the home-rule charter, which remains in effect, the injection of fracking waste in Grant Township is illegal, and nature has rights.

The decision did little to discourage PGE, which conducted the manual integrity test a month later. "CELDF is really pitching a form of anarchy here," says Kevin Moody, general counsel of PIOGA, the industry's lobby. "What these people are trying to do is a failed mission. And in the process it is costing our clients real money and time."

Moody, dressed in a plaid flannel shirt, with a close-cropped head of white hair and matching thin white beard, meets with me at a diner north of Pittsburgh. A couple of months earlier, in September 2016, Judge Baxter had released a statement that her ruling on the ordinance did not stand for the home-rule charter; PGE would have to file a separate lawsuit. While this seemed like a victory for Grant Township, it also meant more legal fees fighting PGE and PIOGA – all of which the town could eventually be responsible for in damages. Now, over a slice of pie, Moody tells me, "The ultimate irony in their position is that they want to deny rights to

corporations, which are composed of people, but they want to give rights to ecosystems, which can function fine without people."

An article in the Pittsburgh Post-Gazette reported that Moody was actively looking for a district attorney with the "intestinal fortitude" to charge Grant Township supervisors under a crime called official oppression. The offense, when government officials exceed their authority, carries a fine of up to $5,000 and a possible two-year prison sentence. At the diner, I ask Moody if he really aims to throw community leaders like Stacy Long and Jon Perry in jail. "It's an extreme measure," he says. "But it's one that is certainly in our toolbox."

In March of this year, the Pennsylvania Department of Environmental Protection reapproved PGE's Grant Township injection well, along with a well in nearby Highland Township, a community that has also been working with CELDF. The DEP, it turns out, has a history of overlooking pollution concerns. As the fracking boom kicked into high gear, complaints to the DEP skyrocketed, but the agency did not make any of them public until last year, when a Pittsburgh investigative nonprofit called Public Herald uncovered nearly 10,000 complaints dating back to 2004. Many are terrifying. "Complainant noticed an odor to water about a year ago," reads one from a woman in Washington County, south of Pittsburgh. "Son has been getting sick and having liver problems, dog has died."

As for Grant Township, the DEP claims to be working in the best interest of Pennsylvanians. "Our job is to administer the statutes passed by our general assembly," says Scott Perry, the agency's deputy secretary of oil-and-gas management. "And operating a disposal well is a lawful activity."

The new DEP permit requires PGE to monitor the Grant Township site with seismometers, and to shut down the well if it spurs earthquakes of 2.0 magnitude or greater. PGE has since appealed, saying the DEP lacks authority to impose these conditions. At the same time, the DEP has sued Grant and Highland townships, claiming that certain sections of their home-

rule charters unlawfully interfere with state oil-and-gas policies. Grant has filed a countersuit, defending the charter's legality. If nothing else, the rights- of-nature movement has held up the injection well in the courts for five years, with no end in sight.

Meanwhile, the home-rule charter still stands. Even if Judge Baxter strikes it down, Grant is prepared for a potentially confrontational resistance. Last year, the community received training from the Climate Disobedience Center and passed an ordinance legalizing civil disobedience. "If enforcement through nonviolent direct action is commenced," the document states, "this law shall prohibit any private or public actor from bringing criminal charges."

According to the Natural Resources Defense Council, the drinking water of 77 million Americans comes from sources that are untested or contaminated. As the Trump administration and Congress continue to dismantle environmental regulations, the question remains: Who will fight back? To some extent, we have already seen the answer. It is rural communities, it is poor communities, it is communities of color, places like Standing Rock, and Flint, Michigan, and Grant Township, vulnerable communities that again and again find themselves on the front lines of the fight for a cleaner world. These are the places where industry goes to dump its waste and do its dirtiest work. "It is areas that suck," says Long. "Areas that don't have a population, or at least a wealthy, educated population. It is areas like Grant Township. We are a sacrifice zone."

Grant Township's injection-well site is in a meadow across the street from the cemetery where Wanchisn's mother is buried. If PGE ignores the home-rule charter, which Moody says he would advise them to do, tanker trucks filled with fracking wastewater, a dozen or more a day, coming at all hours, would veer off Pennsylvania Route 286 at Purchase Line, where Wanchisn taught elementary school, climb up a hill and through a belt of forest, then wind back down on curves that for four to five months of the year are packed with snow and ice. At that point, Wanchisn and Long see two options. Greet the

first truck at the township line and explain to the driver that by injecting their payload they'd be breaking the law. And then, if the driver keeps driving, step into the street. "What else do we have to lose?" says Long. "I am going to put my body in front of a truck. Change happens because people stand up to fight."

__MACOSX/New AP 2/Sources/._2 How a Small Town Is Standing Up to Fracking - Rolling Stone.pdf

New AP 2/Sources/6 Volkswagen's Big Lie.pdf

Volkswagen's Big Lie How VW's decision to double down on a fossil-fuel technology led it into deceit and disaster.

By Chris Iovenko

April 21, 2016

This article appeared in the Spring, 2016 issue of The American Prospect

magazine. It was written prior to Volkswagen's recent emissions violations

settlement.

n September 2015, Volkswagen shocked the automotive industry and

the world by admitting publicly that, since 2008, it had duped

consumers and violated U.S. federal and state emission laws by using

a “defeat device” or “cheatware” in its diesel automobiles. The cheatware

detected when the car was being put through an emissions test cycle and

made the exhaust emissions compliant only during the test.

Under actual driving conditions, emissions of certain toxic pollutants shot up

to as much as 40 times more than the tests found. The cheatware had been

installed in some 11 million VW vehicles worldwide, as well as Audis and

Porsches, including nearly 600,000 vehicles in the United States.

The impact of this disclosure on VW has been calamitous. VW stock has lost a

third of its value since the scandal broke. Its new-car sales in the United States

are plunging, due in part to a mandated stop-sale on all new diesels, even as

U.S. car sales overall are reaching decade highs. If that weren’t bad enough,

VW is facing numerous civil suits as well as enforcement measures and fines

from both the Environmental Protection Agency (EPA) and the state of

California. VW is also under investigation by regulators in Europe.

I

The scale and audacity of the deception are especially stunning given VW’s

prominence in the automotive industry. VW is not only Germany’s largest

automaker; in the first half of 2015, it briefly surpassed Toyota to become the

largest automaker in the world, a position it might have maintained if not for

the scandal. VW’s nearly 600,000 employees produce about 41,000 vehicles a

day. VW owns 12 subsidiaries, including such renowned and high-profile

names as Audi, Skoda, Bentley, Bugatti, Lamborghini, Ducati, and Porsche.

The scandal highlights two broader problems. The first involves automakers

that have lagged behind their rivals in developing electric and hybrid cars and

in adjusting to global concerns about air pollution and climate change.

German car manufacturers have long been leaders in diesel engines, which

can generate high levels of pollution. Even as other automakers developed

hybrids in the 1990s and early 2000s, the German automakers stuck with what

they knew best. Instead of developing cleaner and more fuel-efficient cars,

they produced ever more powerful engines and focused exclusively on

growth. This was the context of VW’s deception: The company doubled down

on diesel and sought to evade environmental regulation rather than take on

the challenges of innovation in an environmentally conscious age.

The second issue highlighted by the scandal has to do with regulatory

enforcement. Like other regulatory agencies, the EPA has faced budget cuts

that have affected its enforcement capabilities; VW’s deception came to light

only as a result of a privately funded research project. This is a story not just

about an incidental failure to enforce environmental standards, but about the

vulnerability of regulatory agencies to deliberate and systematic corporate

evasion.

VOLKSWAGEN'S STORY HAS an infamous beginning: The company

originated as the brainchild of Adolf Hitler and made extensive use of slave

labor during World War II. Very few Germans owned cars in 1934, when

Hitler hired Ferdinand Porsche to design a small and inexpensive “people’s

car” for the masses. Porsche designed a streamlined, rear-engine, air-cooled

small car that was forward-thinking, fuel-efficient, and inexpensive to

produce. However, the completion of the factory, located in present-day

Wolfsburg, coincided with Germany’s invasion of its neighbors and the start of

World War II, so very few VW passenger cars were actually produced (Hitler

received one of the few made as a gift on his 50th birthday). The factory

instead turned to producing military vehicles and would eventually depend on

a workforce of more than 15,000 slave laborers from Nazi concentration

camps. In response to a lawsuit from survivors in 1998, VW set up a $12

million restitution fund.

In the late 1940s, VW emerged from the ashes of the Third Reich to launch the

Porsche-designed VW Beetle. Over 21 million of the cleverly marketed and

beloved original Beetles would be sold by the time it was taken off the market

in 2003, making it the bestselling car in the world. As Volkswagen grew, it

absorbed other companies and brands. This focus on growth and global

market share increased in the last decade as VW set its sights on surpassing

Toyota to become the largest automaker in the world. One barrier to VW’s

global ambition was its trouble selling vehicles in the United States, then the

world’s most lucrative car market.

The problem, says John Voelcker, an industry analyst and senior editor for

Internet Brands Automotive Group, is that Volkswagen didn’t dedicate the

time and resources to strategizing how to best design cars to fit the needs and

desires of the U.S. consumer. VW largely ignored America’s love affair with

minivans and SUVs, and until recently scoffed at the burgeoning interest in

hybrids and electric cars. Instead, Volkswagen wanted U.S. consumers to buy

the same kind of cars it was so successful selling in Europe, namely diesels. In

Europe, half the new cars sold are diesels and much of that market belongs to

VW.

The diesel engine, which relies upon compression instead of spark plugs for

ignition, appeals to Europeans because it gets excellent mileage while

providing sporty performance. In many European Union countries such as

One barrier to VW’s global ambition was its trouble selling vehicles in the United States

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England and Germany, diesels also benefit from government incentives and

subsidies. In the United States, diesel has had a much harder time capturing

the interest of passenger-car buyers, though it’s popular with truck buyers.

Cheap gas prices and a generally tepid interest in fuel economy have been a

big part of the problem. Diesel was also dealt a setback by General Motors’

misguided foray into diesel-engine production in the late 1970s and early

1980s. GM produced such notable flops as the diesel Oldsmobile Cutlass and

the diesel Cadillac Eldorado, which cemented in many minds a stereotype of

diesels as being unreliable, underpowered, and smoky.

Thanks to technological advances in the 1990s, however, many foreign

manufacturers such as VW, Volvo, and Mercedes began to make modest

inroads into the U.S. market with their diesel passenger cars. The

incorporation of turbochargers and direct rail injection significantly enhanced

performance and efficiency and overcame the major consumer complaints

about earlier diesel cars. The main problem with diesels, especially for well-

regulated and emission-sensitive markets like the United States, is that they

can create more local pollution than their gasoline-powered equivalents.

While diesel engines have lower CO2 emissions, diesel’s efficiencies at

combusting fuel rely on high combustion temperatures and high engine

compression ratios that also create excessive amounts of certain pollutants,

especially nitrogen oxides (NOx). NOx contributes to smog and ground-level

ozone; diesels also emit fine particulate matter, which is linked to lung disease

and cancer. According to the EPA, exposure to these pollutants can cause

respiratory illness, especially in children, as well as premature death.

PUBLIC CONCERN ABOUT

The main problem with diesels, especially for well-regulated and emission-sensitive markets like the United States, is that they can create more local pollution than their gasoline-powered equivalents.

AIR quality and tailpipe emissions

first emerged as a public issue in

California. In the years after World

War II, Los Angeles began to suffer

from periods of dense smog as car

ownership soared and the

metropolitan region became heavily

suburbanized. National concerns

about air pollution grew in the 1960s, resulting in the passage of the Clean Air

Act of 1963. A strengthened Clean Air Act in 1970 and the establishment of the

EPA the same year further empowered the federal government to regulate air

pollution. By 1975, federal exhaust emission standards required carmakers to

install catalytic converters. California had even tougher standards. The

California Air Resources Board, established in 1967, had its own program to

regulate tailpipe emissions, and the federal government gave the state a

recurring waiver to enforce stricter emissions standards than those dictated

by federal law.

Regulations aimed at controlling air pollution have proven to be effective at

protecting public health. Reductions in airborne pollutants from cars, trucks,

power plants, and factories have extended life expectancy, preventing

hundreds of thousands of premature deaths and cases of bronchitis and other

diseases since 1970. Requirements for lead-free gasoline, which the EPA began

imposing in 1978, are one of the greatest success stories of public health,

responsible for dramatic reductions in blood lead levels known to cause brain,

kidney, and cardiovascular damage. The improvements in air quality are most

stark in large cities. In Los Angeles, smog-causing pollutants have been

reduced by 98 percent since 1960 despite a tripling of fuel consumption. The

bulk of the gain in air quality comes from cleaner cars. If nothing had been

done about auto emissions, many major metropolitan areas in the United

States would now have third-world levels of air pollution rivaling Manila or

even Delhi, the most polluted city in the world.

More stringent U.S. air pollution regulation began to affect German

automakers in 1994, when the EPA had phased in significantly reduced

permissible levels of emissions for cars and trucks. The agency phased in even

stricter standards from 2004 to 2009. The new regulations significantly

increased diesel emission standards. These far exceeded existing European

standards, and required the passenger diesel manufacturers such as BMW,

Mercedes, and VW to add new and potentially expensive exhaust treatment

systems to their diesel vehicles. In fact, all new diesels were pulled off the

market in 2008 because they couldn’t be certified, but the next year, the

German automakers began reintroducing passenger diesels outfitted with new

regulation-compliant emission controls.

The emission system used by both BMW and Mercedes is called a selective

catalytic reduction system, or SCR. This system, which requires a fair amount

of plumbing and bulky hardware, reduces NOx by squirting automotive-grade

urea, otherwise known as diesel exhaust fluid, into the exhaust stream. An

effective and proven process, this method can remove up to 90 percent of NOx

while reducing the level of other pollutants as well. The downside of SCR is

that it is expensive, takes up trunk space, and requires a separate tank for the

diesel exhaust fluid. The inconvenience of making a trip to the dealer to refill

this separate tank is regarded as a big negative for many consumers who

might otherwise consider diesel. Refilling the tank is not optional; if the tank

runs dry, the car will not operate. This equipment can be engineered to fit in

larger sedans such as those produced by BMW and Mercedes, but it poses a

bigger challenge for compact cars.

Initially, VW opted for a different system called a lean NOx trap. It’s a compact,

inexpensive system that uses an exhaust trap combined with complicated

adjustments to the fuel mixture to reduce NOx emissions. VW asserted that its

cutting-edge engineering had created an entirely new combustion process that

solved its diesel emissions challenges while maintaining fuel efficiency and

performance. Other automakers, car magazines, and industry analysts were

generally impressed, though a little baffled.

“None of the other automakers could figure out how Volkswagen did it,” says

“None of the other automakers could figure out how Volkswagen did it,” says John Voelcker.

John Voelcker. “Infiniti, Subaru, and Honda were all looking to launch diesels.

None of those makers could get their diesels to comply and still provide

suitable acceleration, performance, and fuel economy. So basically for eight

years, engineers at other companies scratched their heads and finally said,

‘You know, Volkswagen must just have really good engineers.’”

Impressed by the achievement, Green Car Journal named the 2009 VW Jetta

TDI Green Car of the Year, the first time a diesel had garnered that honor. VW

parlayed this recognition into a successful marketing campaign that branded

VW as an innovator leading the way with its self-proclaimed “Clean Diesel”

technology. The company’s ads focused on redefining diesel as clean; one ad

featured three presumptive “old wives” arguing about diesel. The ad

dismissively labeled the idea of diesel being dirty as an old wives’ tale.” VW

also waged an online campaign through their interactive site

tditruthordare.com, which challenged consumers on their “misconceptions”

about diesels as being polluters and pitted VW diesels in an “eco-conscious car

showdown” against cars such as the Prius.

Although diesel cars remained a small niche market in the United States,

Volkswagen soon dominated it. VW’s overall U.S. sales did very well, too; it

doubled its vehicle sales from 2009 to 2012 and seemed like it might be on

track to meet its ambitious goal of selling a million cars a year in the United

States by 2018. Volks-wagen’s aggressive and often clever marketing

campaigns were successful in both raising its brand profile and attracting a

specific type of car buyer for its diesel line of cars equipped with

turbocharged direct injection. VW’s diesels appealed to a segment of the

market as an iconoclastic kind of anti-Prius, a very sporty but environmentally

responsible car that boasted not only great performance but also enviable gas

mileage. In 2009, as a further incentive, VW’s diesels each qualified for an

advanced lean-burn federal tax credit of $1,300.

VW'S DECEIT BEGAN TO collapse in the fall of 2013 with a study of diesel cars

by the International Council on Clean Transportation (ICCT), a nonprofit

organization that supports cleaner and more efficient vehicles. The purpose of

the study, according to Drew Kodjak, the executive director, was relatively

simple and straightforward.

“It started in Europe, where half of the vehicles sold are diesels,” says Kodjak.

“A variety of different testing sources showed that passenger diesel vehicles in

Europe were emitting many times the legal limits. We decided to do some

testing in the U.S. on light-duty vehicles in order to demonstrate that it was

possible to achieve low emissions not only on the test cycle but also under

normal operating conditions.”

ICCT contracted with West Virginia University to do the actual road tests,

which were anticipated to provide data on how diesels can be both fuel-

efficient and low-emitting. The West Virginia researchers chose California as

the testing site for the cars because the state has a large proportion of all the

diesels in the United States as well as a wide variety of terrains and conditions

to test car performance. Three diesel passenger vehicles were tested: a VW

Jetta, which used a lean NOx trap to treat its emissions, and a BMW X5 and VW

Passat, both of which used selective catalytic reduction exhaust systems. The

California Air Resources Board provided lab testing equipment. Before road

testing, all three cars passed emissions tests at a state testing facility.

The researchers then fitted the cars with portable emissions monitors and

drove them extensively over a number of days on changing terrain and in a

wide variety of driving conditions. Although vehicles are expected and

allowed by regulators to perform differently under changing driving

conditions, a disturbing pattern soon emerged for both Volkswagens. Even

when the Passat and Jetta were in optimal conditions for low emissions, such

as steady highway speeds, both VWs unexpectedly emitted a huge amount of

NOx tailpipe pollution. The emissions were so high as to be virtually

uncontrolled.

“A vehicle manufacturer is not required to meet any on-road emissions

standards, but you shouldn’t see such a magnitude of difference between what

is being performed on the test cycle and on the road,” explains Arvind

Thiruvengadam, an assistant professor at West Virginia University and a

member of the research team. “The magnitudes we observed, such as 30 times

or 40 times [the legal limit], were alarming.”

This problem applied only to the VW diesels. The diesel BMW, which used the

same SCR emission system as the VW Passat, showed only the expected

emissions variation between its test cycle and real-world testing. When ICCT

published its report in May 2014, the dominoes suddenly began to fall. The

EPA and the California Air Resources Board began doggedly to investigate the

problem on their own and to demand answers from VW. A year later,

discussions between the regulators and VW became heated, and the EPA

pushed VW to come clean about what had happened.

On September 22, 2015, VW’s chief executive, Martin Winterkorn, declared in

a video statement that he was “endlessly sorry we betrayed the trust of

customers” and that “the irregularities with these engines contradict

everything for which Volkswagen stands. To make it very clear: Manipulation

at VW must never happen again.” Winterkorn also promised swift action and

full transparency. That a company as huge and important as VW would design

its cars to cheat on emission standards stunned and outraged not only

consumers but regulators and the automotive industry as well. VW’s mea

culpa was a very unusual move; it’s virtually unprecedented for a major

corporation to admit full culpability in its immediate response to a huge

scandal.

“As any good American businessman knows, you never admit anything, you

never apologize for anything,” says Steve Lehto, a consumer protection

attorney. “You can’t take that back. Nobody will believe you.”

Nonetheless, VW tried to do precisely that. Winterkorn resigned soon after his

statement to be replaced by Matthias Mueller. In January, when Mueller

That a company as huge and important as VW would design its cars to cheat on emission standards stunned and outraged not only consumers but regulators and the automotive industry as well.

visited the Detroit Auto Show, he did little to endear himself to American

consumers or address their concerns about the scandal. Instead, when

interviewed by NPR, Mueller denied that VW had lied to the EPA and instead

implausibly insisted VW had simply misunderstood American emissions

regulations.

“It’s very interesting at the very beginning of this that they owned the problem

when it came to light,” says Mark Stevenson, an auto analyst and managing

editor at The Truth About Cars. “Ever since that moment, they’ve been trying

to find legal ways to get out of doing things. They had this amazing

opportunity where they could have said, ‘Yes we did it, and in two months we

are going to tell you exactly what we are going to do about it.’”

To fend off its steadily mounting legal challenges, VW has hired Kirkland &

Ellis, the U.S. law firm that defended BP against criminal charges resulting

from the Deepwater Horizon oil spill disaster. In a goodwill gesture, VW has

offered a $500 Visa prepaid gift card as well as a $500 VW dealership gift card

to owners of the affected diesels. VW hasn’t yet offered a clear explanation of

why it installed the cheatware, who made the decision, and who knew about

it.

Most important, VW has also failed to announce a sufficient technical fix for

any of the implicated 2009–2015 diesels, probably because the technical

solution is likely to prove very thorny from an engineering as well as a

logistical standpoint, and will no doubt be financially punishing for the

company. Two versions of VW’s diesel engines are under stop-sale. The first is

the larger 3.0-liter TDI diesel, which can be found in VW, Audi, and Porsche

SUVs and affects around 85,000 vehicles. These vehicles violate EPA

regulations because they contain software that was not disclosed as is

To fend o! its steadily mounting legal challenges, VW has hired Kirkland & Ellis, the U.S. law firm that defended BP against criminal charges resulting from the Deepwater Horizon oil spill disaster.

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required by law. These should be fixable by a software tweak.

VW’s more prevalent 2.0-liter TDI diesel engines from the model years 2012 to

2015 are equipped with an SCR system. They should be able to pass emissions

tests once the offending cheatware is removed. The first generation of diesels

sold from 2009 to 2011 poses the biggest dilemma for VW. Unfortunately for

VW, this engine comprises the bulk of the 2.0-liter engines in question, an

estimated 365,000 of the roughly 485,000 problem passenger cars. These

earlier cars have a NOx trap emissions system as opposed to the SCR system.

An SCR system would probably have to be retrofitted to make the cars

compliant.

“It’s a nightmare,” says John

Voelcker. “You’re effectively talking

about retrofitting into 365,000 old

cars something that they were never

designed to have. It’s easily several

thousand dollars a car if you can

even get the plan signed off on.”

Each model of car would likely

require a separate and specific

engineering fix, and each model

would also have to be retested and approved by the federal government.

Another looming issue for VW is how it would incentivize customers to bring

their cars back in for a “fix” that would likely negatively affect performance

and gas mileage. Further, except for California and a few other states, most

states don’t require car owners to comply with vehicle recalls to maintain

vehicle registration; as Rachel Cohen has shown in the Prospect, millions of

cars recalled as a result of safety defects remain on the road. Low consumer

compliance with recalls raises the specter that even if VW provides a fix, many

of its cars will remain on the road and continue to pollute at high levels. Some

countries, such as Germany, mandate that owners fix vehicles under recall;

the U.S. ought to move toward a similar policy on both public-safety and

environmental grounds.

The other option for VW, and perhaps the cheaper and certainly simpler

alternative, is to just cut its losses and buy back the earlier diesels that would

need hardware retrofitting. Then the troubling question arises about what VW

would do with the unsalable bought-back cars. Would the company crush

them or re-sell them in a less-regulated market like Mexico, where they can

continue to spew out pollutants?

As daunting and expensive as the technical fixes may be, the legal issues

facing Volkswagen may prove even more cataclysmic for the company.

Ironically, VW’s short-lived burst of honesty and integrity may deny it the

familiar corporate course of plausible denial or of scapegoating one or more

low-level malefactors before settling with the concerned parties. Indeed, the

scale and duration of VW’s law-breaking as well as the apparent forethought

and effort put into perpetrating the fraud seem to indicate that the

malfeasance may have had high-level approval, either tacit or explicit.

Regardless of who thought up, engineered, or approved the fraud, VW’s post-

scandal behavior hasn’t sat well with regulators, nor will it work to its

advantage as the company tries to fend off the rising number of class-action

suits. These lawsuits stem primarily from diesel-car owners but include

investors as well. VW fought to have the cases consolidated and heard in

Detroit, a city generally friendly to car manufacturers. Instead, the cases will

be heard in California, where judges and juries are not expected to be

especially lenient.

Only time will tell how financially damaging those civil lawsuits will

ultimately be. The legal outcome on the civil side pivots in large part on how

VW decides to deal with the existing problem diesels. If VW is capable of

fixing all the diesels concerned, even the earlier models, the damages any

individual owner can claim will likely be very limited. Even if the aftermarket

application of new emission-control equipment or another fix reduces gas

mileage, owners will be entitled only to damages they suffered—in this case,

the money they would lose at the pump over the remaining lifetime of the

vehicle. For any individual, this might not amount to much money, maybe not

even enough to fight over, though in a class-action suit it could still be

significant. If the company can’t or won’t fix the problem, the story changes

and the door opens to potentially much wider damages.

The criminal charges Volkswagen is facing are another matter entirely. Even if

Volkswagen somehow manages to fix every one of its problem diesels, the

criminal charges are not going to go away. As a company, VW has admitted to

breaking federal law by violating the Clean Air Act, and in a suit filed by the

Department of Justice in January, VW faces a fine of up to $37,500 per vehicle

as well as additional fines that could total $48 billion. VW also violated

California state law as well as the laws of other states that follow California’s

emission standards, although it’s less clear what fines it is facing for those

violations. VW continues to submit proposals to both the EPA and the

California Air Resources Board, but as of this writing, all the proposed fixes

have been rejected as being insufficient. If that weren’t enough bad news for

VW, it is also being investigated by the Senate for falsifying emissions claims

and unjustly benefitting from more than $50 million in federal tax credits.

The clock is ticking for VW. Enormous damage has been done to VW’s brand

and credibility, and every day that VW postpones decisive action its 2016

diesels sit unsold and unsellable on dealers’ lots. The burden of all the

unresolved legal and technical issues, not to mention the mounting anger and

frustration of those who bought a car under false pretenses, will continue to

drive potential customers away.

As severe as the damage is that VW has inflicted on itself as well as on VW

owners, dealerships, and investors, there are two other big losers in this

scandal as well. The first is the concept of diesel engines as being a greener or

better alternative to gasoline engines. Europeans adopted diesel in the 1990s

partly as a way to combat greenhouse emissions since diesels emit less

CO2 than gas engines. More recently, however, there has been growing alarm

in Europe about the level of smog and particulate matter in large cities; in fact,

Paris and London may ban diesels. Even though VW denies violating Europe’s

laxer emission regulations, the scandal accentuates public concerns about the

high levels of diesel-generated pollutants in the continent’s large cities and

Even if Volkswagen somehow manages to fix every one of its problem diesels, the criminal charges are not going to go away.

may well change how European governments and consumers make decisions

about cars.

In the United States, the future of diesel is not in debate. Barring a miracle, the

diesel passenger car in America is dead, except for a small number of high-

end Mercedes and BMWs. VW was the only seller and proponent of mid-level

diesel cars, and without its market presence, diesel now lacks both a major

sales platform and an advocate. Many environmentalists see the collapse of

diesel as a positive development, potentially accelerating the trend away from

combustion engines to hybrid and plug-in electric vehicles. Elon Musk,

founder of the electric car company Tesla Motors, has proposed that California

not fine VW but instead require it to ramp up the rollout of zero-emission cars.

The writing may be on the wall for not just diesel engines but combustion

engines in general. Although hybrid and electric cars currently account for

only a fraction of new-car sales in the United States, new standards mandate

that automakers meet a fleet average of 54 miles per gallon by 2025. To

achieve these numbers, automakers will have to commit to selling many more

low- or zero-emission automobiles.

Some companies are meeting the challenge head-on; BMW recently

announced that by 2025, its entire line of vehicles will be plug-in hybrids or

electric. In the wake of the scandal, VW said it will move away from diesel

toward hybrids and plug-in electrics. However, given its late start, VW faces

an uphill battle to catch up with the Japanese and U.S. automakers that

currently dominate the market.

The public is the other big loser in this scandal. It’s difficult to attach a hard

number to VW’s misdeeds, but estimates put the excess pollution created by

the outlaw diesels annually at between 10,000 and 40,000 extra tons of NOx in

the United States alone. EPA studies have priced the health burden of NOx

emitted from vehicles at $7,300 per ton, which puts a low-end value of $100

million a year in health-related damages from the excess emissions. These

numbers rise drastically when calculating the global environmental damage.

The Guardian estimates the 11 million cars affected globally will create up to

an additional 948,691 tons of NOx emissions annually. Behind those numbers

is the human cost of more cases of lung disease, cancer, and premature death.

It’s clearly urgent for VW to find a fix for its polluting diesels as quickly as

possible before more damage is done.

The VW scandal also reveals limits in the enforcement of federal and state

emissions regulations. For years, VW was able to get away with brazen

cheating; its misdeeds were discovered accidentally by a third party, not a

regulatory agency. Since Republicans took control of Congress in 2010, the

EPA’s budget has been slashed by more than 20 percent; as a result, the

agency’s staff level is now the lowest it has been since 1989. Unable to do

complete testing and enforcement of emissions standards and other rules, the

EPA and other agencies have increasingly relied on self-certification by

automakers.

“Our system has been based on a certain level of trust,” says John Swanton, a

communications specialist at the California Air Resources Board. “When

you’re deliberately trying to get around things and fool people, that throws the

whole process into question.”

In the wake of the scandal, both the EPA and the California board announced

that they will do more road-testing and spot-checking of vehicles to make sure

that they are compliant under real-world conditions. New enforcement

measures by the EPA will likely require additional appropriations, which may

be hard to come by if Republicans hold power over the budget.

If there is a silver lining to the VW scandal, it may be to persuade other

corporations that skirting governmental regulations isn’t worth the short-run

gain and that doubling down on old fossil-fuel technology could boomerang

and prove financially disastrous. Through their duplicity and lust for profits

and growth at any cost, Volkswagen’s leaders killed the thing they wanted

most: a growing and lucrative American market for their cars.

The VW scandal also reveals limits in the enforcement of federal and state emissions regulations.

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__MACOSX/New AP 2/Sources/._6 Volkswagen's Big Lie.pdf

New AP 2/Sources/3 Poll Finds Huge Gap in How GOP, Dems View the Media's Watchdog Role - NBC News.pdf

8/10/2017 nbcnews.com

http://www.nbcnews.com/politics/first-read/poll-finds-huge-gap-how-gop-dems-view-media-s-n757346 1/3

POLITICS MAY 10 2017, 10:16 AM ET

Poll Finds Huge Gap in How GOP, Dems View the Media’s Watchdog Role There was a time when Republicans and Democrats could agree about at least one thing when it comes to journalism: The media’s criticism of the nation’s leaders helps to keep the politically powerful in line.

Now, no more.

While a new survey released Wednesday by the Pew Research Center shows that a majority of all Americans support the idea of the media functioning as a watchdog, there’s a sharp — and sudden —divide in how both parties view the role of journalists.

Nearly nine-in-ten Democrats — 89 percent — told pollsters that criticism from news organizations “keeps political leaders from doing things that shouldn’t be done.” Only 42 percent of Republicans say the same, with the majority of Republican adults — 56 percent — saying that such criticism “keeps political leaders from doing their job.”

The nearly 50-point gap is even more striking because it has developed within the last year.

As recently as February 2016, an almost identical percentage of Republicans and Democrats embraced the media’s watchdog role, with 77 percent of Republicans and 74 percent of Democrats saying the media functions to “keep political leaders from doing things that shouldn’t be done.”

8/10/2017 nbcnews.com

http://www.nbcnews.com/politics/first-read/poll-finds-huge-gap-how-gop-dems-view-media-s-n757346 2/3

The new survey comes as President Donald Trump assails the "fake news" almost daily, regularly dismissing negative coverage as false and lambasting individual journalists by name.

The notion of a watchful media "keeping political leaders from doing their job" is also a frequent refrain among Trump aides.

In the wake of Trump's stunning dismissal of FBI Director James Comey, for example, Trump aide Kellyanne Conway suggested Wednesday that journalists' questions about the president's decision are "inappropriate."

"You want to question the timing of when he fires, when he hires," Conway told CNN. "It’s inappropriate. He’ll do it when he wants to."

It’s not entirely unusual for the party out of power to advocate for more active muckraking. The Pew Research Center has asked the same question about the media’s role since 1985, finding that the party that is shut out of the White House tends to be more enthusiastic about journalists holding political leaders accountable.

But previous differences in views of the news media’s watchdog role pale in comparison to the 47- point chasm between Republicans and Democrats today. (Pew notes that the surveys in 2016 and 2017 were conducted online, while previous polls were done by phone, but the 2017 gap remains a record even if modal effects are taken into account.)

8/10/2017 nbcnews.com

http://www.nbcnews.com/politics/first-read/poll-finds-huge-gap-how-gop-dems-view-media-s-n757346 3/3

A partisan gap has also grown when it comes to the media’s job approval ratings, although that change has been far less drastic.

And, regardless of party, most Americans say that national journalists are doing a lousy job.

Last year, only 28 percent of Democrats and 24 percent of Republicans said that the national media does “very well” at keeping them informed. In the latest poll, Republican job approval of the media has ticked down to 18 percent, while Democrats’ has ticked up to 33 percent.

__MACOSX/New AP 2/Sources/._3 Poll Finds Huge Gap in How GOP, Dems View the Media's Watchdog Role - NBC News.pdf

New AP 2/Sources/2 Unhappy Meals | Michael Pollan.pdf

Unhappy Meals By Michael Pollan , January 28, 2007

Eat food. Not too much. Mostly plants.

That, more or less, is the short answer to the supposedly incredibly complicated and confusing question of what we humans should eat in order to be maximally healthy. I hate to give away the game right here at the beginning of a long essay, and I confess that I’m tempted to complicate matters in the interest of keeping things going for a few thousand more words. I’ll try to resist but will go ahead and add a couple more details to flesh out the advice. Like: A little meat won’t kill you, though it’s better approached as a side dish than as a main. And you’re much better off eating whole fresh foods than processed food products. That’s what I mean by the recommendation to eat ”food.” Once, food was all you could eat, but today there are lots of other edible foodlike substances in the supermarket. These novel products of food science often come in packages festooned with health claims, which brings me to a related rule of thumb: if you’re concerned about your health, you should probably avoid food products that make health claims. Why? Because a health claim on a food product is a good indication that it’s not really food, and food is what you want to eat.

Uh-oh. Things are suddenly sounding a little more complicated, aren’t they? Sorry. But that’s how it goes as soon as you try to get to the bottom of the whole vexing question of food and health. Before long, a dense cloud bank of confusion moves in. Sooner or later, everything solid you thought you knew about the links between diet and health gets blown away in the gust of the latest study.

Last winter came the news that a low-fat diet, long believed to protect against breast cancer, may do no such thing — this from the monumental, federally

financed Women’s Health Initiative, which has also found no link between a low-fat diet and rates of coronary disease. The year before we learned that dietary fiber might not, as we had been confidently told, help prevent colon cancer. Just last fall two prestigious studies on omega-3 fats published at the same time presented us with strikingly different conclusions. While the Institute of Medicine stated that ”it is uncertain how much these omega-3s contribute to improving health” (and they might do the opposite if you get them from mercury-contaminated fish), a Harvard study declared that simply by eating a couple of servings of fish each week (or by downing enough fish oil), you could cut your risk of dying from a heart attack by more than a third — a stunningly hopeful piece of news. It’s no wonder that omega-3 fatty acids are poised to become the oat bran of 2007, as food scientists micro- encapsulate fish oil and algae oil and blast them into such formerly all- terrestrial foods as bread and tortillas, milk and yogurt and cheese, all of which will soon, you can be sure, sprout fishy new health claims. (Remember the rule?)

By now you’re probably registering the cognitive dissonance of the supermarket shopper or science-section reader, as well as some nostalgia for the simplicity and solidity of the first few sentences of this essay. Which I’m still prepared to defend against the shifting winds of nutritional science and food-industry marketing. But before I do that, it might be useful to figure out how we arrived at our present state of nutritional confusion and anxiety.

The story of how the most basic questions about what to eat ever got so complicated reveals a great deal about the institutional imperatives of the food industry, nutritional science and — ahem — journalism, three parties that stand to gain much from widespread confusion surrounding what is, after all, the most elemental question an omnivore confronts. Humans deciding what to eat without expert help — something they have been doing with notable success since coming down out of the trees — is seriously unprofitable if you’re a food company, distinctly risky if you’re a nutritionist and just plain boring if you’re a newspaper editor or journalist. (Or, for that

matter, an eater. Who wants to hear, yet again, ”Eat more fruits and vegetables”?) And so, like a large gray fog, a great Conspiracy of Confusion has gathered around the simplest questions of nutrition — much to the advantage of everybody involved. Except perhaps the ostensible beneficiary of all this nutritional expertise and advice: us, and our health and happiness as eaters.

FROM FOODS TO NUTRIENTS It was in the 1980s that food began disappearing from the American supermarket, gradually to be replaced by ”nutrients,” which are not the same thing. Where once the familiar names of recognizable comestibles — things like eggs or breakfast cereal or cookies — claimed pride of place on the brightly colored packages crowding the aisles, now new terms like ”fiber” and ”cholesterol” and ”saturated fat” rose to large-type prominence. More important than mere foods, the presence or absence of these invisible substances was now generally believed to confer health benefits on their eaters. Foods by comparison were coarse, old-fashioned and decidedly unscientific things — who could say what was in them, really? But nutrients — those chemical compounds and minerals in foods that nutritionists have deemed important to health — gleamed with the promise of scientific certainty; eat more of the right ones, fewer of the wrong, and you would live longer and avoid chronic diseases.

Nutrients themselves had been around, as a concept, since the early 19th century, when the English doctor and chemist William Prout identified what came to be called the ”macronutrients”: protein, fat and carbohydrates. It was thought that that was pretty much all there was going on in food, until doctors noticed that an adequate supply of the big three did not necessarily keep people nourished. At the end of the 19th century, British doctors were puzzled by the fact that Chinese laborers in the Malay states were dying of a disease called beriberi, which didn’t seem to afflict Tamils or native Malays. The mystery was solved when someone pointed out that the Chinese ate ”polished,” or white, rice, while the others ate rice that hadn’t been

mechanically milled. A few years later, Casimir Funk, a Polish chemist, discovered the ”essential nutrient” in rice husks that protected against beriberi and called it a ”vitamine,” the first micronutrient. Vitamins brought a kind of glamour to the science of nutrition, and though certain sectors of the population began to eat by its expert lights, it really wasn’t until late in the 20th century that nutrients managed to push food aside in the popular imagination of what it means to eat.

No single event marked the shift from eating food to eating nutrients, though in retrospect a little-noticed political dust-up in Washington in 1977 seems to have helped propel American food culture down this dimly lighted path. Responding to an alarming increase in chronic diseases linked to diet — including heart disease, cancer and diabetes — a Senate Select Committee on Nutrition, headed by George McGovern, held hearings on the problem and prepared what by all rights should have been an uncontroversial document called ”Dietary Goals for the United States.” The committee learned that while rates of coronary heart disease had soared in America since World War II, other cultures that consumed traditional diets based largely on plants had strikingly low rates of chronic disease. Epidemiologists also had observed that in America during the war years, when meat and dairy products were strictly rationed, the rate of heart disease temporarily plummeted.

Naively putting two and two together, the committee drafted a straightforward set of dietary guidelines calling on Americans to cut down on red meat and dairy products. Within weeks a firestorm, emanating from the red-meat and dairy industries, engulfed the committee, and Senator McGovern (who had a great many cattle ranchers among his South Dakota constituents) was forced to beat a retreat. The committee’s recommendations were hastily rewritten. Plain talk about food — the committee had advised Americans to actually ”reduce consumption of meat” — was replaced by artful compromise: ”Choose meats, poultry and fish that will reduce saturated-fat intake.”

A subtle change in emphasis, you might say, but a world of difference just the same. First, the stark message to ”eat less” of a particular food has been deep- sixed; don’t look for it ever again in any official U.S. dietary pronouncement. Second, notice how distinctions between entities as different as fish and beef and chicken have collapsed; those three venerable foods, each representing an entirely different taxonomic class, are now lumped together as delivery systems for a single nutrient. Notice too how the new language exonerates the foods themselves; now the culprit is an obscure, invisible, tasteless — and politically unconnected — substance that may or may not lurk in them called ”saturated fat.”

The linguistic capitulation did nothing to rescue McGovern from his blunder; the very next election, in 1980, the beef lobby helped rusticate the three-term senator, sending an unmistakable warning to anyone who would challenge the American diet, and in particular the big chunk of animal protein sitting in the middle of its plate. Henceforth, government dietary guidelines would shun plain talk about whole foods, each of which has its trade association on Capitol Hill, and would instead arrive clothed in scientific euphemism and speaking of nutrients, entities that few Americans really understood but that lack powerful lobbies in Washington. This was precisely the tack taken by the National Academy of Sciences when it issued its landmark report on diet and cancer in 1982. Organized nutrient by nutrient in a way guaranteed to offend no food group, it codified the official new dietary language. Industry and media followed suit, and terms like polyunsaturated, cholesterol, monounsaturated, carbohydrate, fiber, polyphenols, amino acids and carotenes soon colonized much of the cultural space previously occupied by the tangible substance formerly known as food. The Age of Nutritionism had arrived.

THE RISE OF NUTRITIONISM The first thing to understand about nutritionism — I first encountered the term in the work of an Australian sociologist of science named Gyorgy Scrinis — is that it is not quite the same as nutrition. As the ”ism” suggests, it is not a

scientific subject but an ideology. Ideologies are ways of organizing large swaths of life and experience under a set of shared but unexamined assumptions. This quality makes an ideology particularly hard to see, at least while it’s exerting its hold on your culture. A reigning ideology is a little like the weather, all pervasive and virtually inescapable. Still, we can try.

In the case of nutritionism, the widely shared but unexamined assumption is that the key to understanding food is indeed the nutrient. From this basic premise flow several others. Since nutrients, as compared with foods, are invisible and therefore slightly mysterious, it falls to the scientists (and to the journalists through whom the scientists speak) to explain the hidden reality of foods to us. To enter a world in which you dine on unseen nutrients, you need lots of expert help.

But expert help to do what, exactly? This brings us to another unexamined assumption: that the whole point of eating is to maintain and promote bodily health. Hippocrates’s famous injunction to ”let food be thy medicine” is ritually invoked to support this notion. I’ll leave the premise alone for now, except to point out that it is not shared by all cultures and that the experience of these other cultures suggests that, paradoxically, viewing food as being about things other than bodily health — like pleasure, say, or socializing — makes people no less healthy; indeed, there’s some reason to believe that it may make them more healthy. This is what we usually have in mind when we speak of the ”French paradox” — the fact that a population that eats all sorts of unhealthful nutrients is in many ways healthier than we Americans are. So there is at least a question as to whether nutritionism is actually any good for you.

Another potentially serious weakness of nutritionist ideology is that it has trouble discerning qualitative distinctions between foods. So fish, beef and chicken through the nutritionists’ lens become mere delivery systems for varying quantities of fats and proteins and whatever other nutrients are on their scope. Similarly, any qualitative distinctions between processed foods

and whole foods disappear when your focus is on quantifying the nutrients they contain (or, more precisely, the known nutrients).

This is a great boon for manufacturers of processed food, and it helps explain why they have been so happy to get with the nutritionism program. In the years following McGovern’s capitulation and the 1982 National Academy report, the food industry set about re-engineering thousands of popular food products to contain more of the nutrients that science and government had deemed the good ones and less of the bad, and by the late ’80s a golden era of food science was upon us. The Year of Eating Oat Bran — also known as 1988 — served as a kind of coming-out party for the food scientists, who succeeded in getting the material into nearly every processed food sold in America. Oat bran’s moment on the dietary stage didn’t last long, but the pattern had been established, and every few years since then a new oat bran has taken its turn under the marketing lights. (Here comes omega-3!)

By comparison, the typical real food has more trouble competing under the rules of nutritionism, if only because something like a banana or an avocado can’t easily change its nutritional stripes (though rest assured the genetic engineers are hard at work on the problem). So far, at least, you can’t put oat bran in a banana. So depending on the reigning nutritional orthodoxy, the avocado might be either a high-fat food to be avoided (Old Think) or a food high in monounsaturated fat to be embraced (New Think). The fate of each whole food rises and falls with every change in the nutritional weather, while the processed foods are simply reformulated. That’s why when the Atkins mania hit the food industry, bread and pasta were given a quick redesign (dialing back the carbs; boosting the protein), while the poor unreconstructed potatoes and carrots were left out in the cold.

Of course it’s also a lot easier to slap a health claim on a box of sugary cereal than on a potato or carrot, with the perverse result that the most healthful foods in the supermarket sit there quietly in the produce section, silent as stroke victims, while a few aisles over, the Cocoa Puffs and Lucky Charms are

screaming about their newfound whole-grain goodness.

EAT RIGHT, GET FATTER So nutritionism is good for business. But is it good for us? You might think that a national fixation on nutrients would lead to measurable improvements in the public health. But for that to happen, the underlying nutritional science, as well as the policy recommendations (and the journalism) based on that science, would have to be sound. This has seldom been the case.

Consider what happened immediately after the 1977 ”Dietary Goals” — McGovern’s masterpiece of politico-nutritionist compromise. In the wake of the panel’s recommendation that we cut down on saturated fat, a recommendation seconded by the 1982 National Academy report on cancer, Americans did indeed change their diets, endeavoring for a quarter-century to do what they had been told. Well, kind of. The industrial food supply was promptly reformulated to reflect the official advice, giving us low-fat pork, low-fat Snackwell’s and all the low-fat pasta and high-fructose (yet low-fat!) corn syrup we could consume. Which turned out to be quite a lot. Oddly, America got really fat on its new low-fat diet — indeed, many date the current obesity and diabetes epidemic to the late 1970s, when Americans began binging on carbohydrates, ostensibly as a way to avoid the evils of fat.

This story has been told before, notably in these pages (”What if It’s All Been a Big Fat Lie?” by Gary Taubes, July 7, 2002), but it’s a little more complicated than the official version suggests. In that version, which inspired the most recent Atkins craze, we were told that America got fat when, responding to bad scientific advice, it shifted its diet from fats to carbs, suggesting that a re-evaluation of the two nutrients is in order: fat doesn’t make you fat; carbs do. (Why this should have come as news is a mystery: as long as people have been raising animals for food, they have fattened them on carbs.)

But there are a couple of problems with this revisionist picture. First, while it is true that Americans post-1977 did begin binging on carbs, and that fat as a

percentage of total calories in the American diet declined, we never did in fact cut down on our consumption of fat. Meat consumption actually climbed. We just heaped a bunch more carbs onto our plates, obscuring perhaps, but not replacing, the expanding chunk of animal protein squatting in the center.

How did that happen? I would submit that the ideology of nutritionism deserves as much of the blame as the carbohydrates themselves do — that and human nature. By framing dietary advice in terms of good and bad nutrients, and by burying the recommendation that we should eat less of any particular food, it was easy for the take-home message of the 1977 and 1982 dietary guidelines to be simplified as follows: Eat more low-fat foods. And that is what we did. We’re always happy to receive a dispensation to eat more of something (with the possible exception of oat bran), and one of the things nutritionism reliably gives us is some such dispensation: low-fat cookies then, low-carb beer now. It’s hard to imagine the low-fat craze taking off as it did if McGovern’s original food-based recommendations had stood: eat fewer meat and dairy products. For how do you get from that stark counsel to the idea that another case of Snackwell’s is just what the doctor ordered?

BAD SCIENCE But if nutritionism leads to a kind of false consciousness in the mind of the eater, the ideology can just as easily mislead the scientist. Most nutritional science involves studying one nutrient at a time, an approach that even nutritionists who do it will tell you is deeply flawed. ”The problem with nutrient-by-nutrient nutrition science,” points out Marion Nestle, the New York University nutritionist, ”is that it takes the nutrient out of the context of food, the food out of the context of diet and the diet out of the context of lifestyle.”

If nutritional scientists know this, why do they do it anyway? Because a nutrient bias is built into the way science is done: scientists need individual variables they can isolate. Yet even the simplest food is a hopelessly complex thing to study, a virtual wilderness of chemical compounds, many of which

exist in complex and dynamic relation to one another, and all of which together are in the process of changing from one state to another. So if you’re a nutritional scientist, you do the only thing you can do, given the tools at your disposal: break the thing down into its component parts and study those one by one, even if that means ignoring complex interactions and contexts, as well as the fact that the whole may be more than, or just different from, the sum of its parts. This is what we mean by reductionist science.

Scientific reductionism is an undeniably powerful tool, but it can mislead us too, especially when applied to something as complex as, on the one side, a food, and on the other, a human eater. It encourages us to take a mechanistic view of that transaction: put in this nutrient; get out that physiological result. Yet people differ in important ways. Some populations can metabolize sugars better than others; depending on your evolutionary heritage, you may or may not be able to digest the lactose in milk. The specific ecology of your intestines helps determine how efficiently you digest what you eat, so that the same input of 100 calories may yield more or less energy depending on the proportion of Firmicutes and Bacteroidetes living in your gut. There is nothing very machinelike about the human eater, and so to think of food as simply fuel is wrong.

Also, people don’t eat nutrients, they eat foods, and foods can behave very differently than the nutrients they contain. Researchers have long believed, based on epidemiological comparisons of different populations, that a diet high in fruits and vegetables confers some protection against cancer. So naturally they ask, What nutrients in those plant foods are responsible for that effect? One hypothesis is that the antioxidants in fresh produce — compounds like beta carotene, lycopene, vitamin E, etc. — are the X factor. It makes good sense: these molecules (which plants produce to protect themselves from the highly reactive oxygen atoms produced in photosynthesis) vanquish the free radicals in our bodies, which can damage DNA and initiate cancers. At least that’s how it seems to work in the test tube. Yet as soon as you remove these useful molecules from the context of the

whole foods they’re found in, as we’ve done in creating antioxidant supplements, they don’t work at all. Indeed, in the case of beta carotene ingested as a supplement, scientists have discovered that it actually increases the risk of certain cancers. Big oops.

What’s going on here? We don’t know. It could be the vagaries of human digestion. Maybe the fiber (or some other component) in a carrot protects the antioxidant molecules from destruction by stomach acids early in the digestive process. Or it could be that we isolated the wrong antioxidant. Beta is just one of a whole slew of carotenes found in common vegetables; maybe we focused on the wrong one. Or maybe beta carotene works as an antioxidant only in concert with some other plant chemical or process; under other circumstances, it may behave as a pro-oxidant.

Indeed, to look at the chemical composition of any common food plant is to realize just how much complexity lurks within it. Here’s a list of just the antioxidants that have been identified in garden-variety thyme: 4-Terpineol, alanine, anethole, apigenin, ascorbic acid, beta carotene, caffeic acid, camphene, carvacrol, chlorogenic acid, chrysoeriol, eriodictyol, eugenol, ferulic acid, gallic acid, gamma-terpinene isochlorogenic acid, isoeugenol, isothymonin, kaempferol, labiatic acid, lauric acid, linalyl acetate, luteolin, methionine, myrcene, myristic acid, naringenin, oleanolic acid, p-coumoric acid, p-hydroxy-benzoic acid, palmitic acid, rosmarinic acid, selenium, tannin, thymol, tryptophan, ursolic acid, vanillic acid.

This is what you’re ingesting when you eat food flavored with thyme. Some of these chemicals are broken down by your digestion, but others are going on to do undetermined things to your body: turning some gene’s expression on or off, perhaps, or heading off a free radical before it disturbs a strand of DNA deep in some cell. It would be great to know how this all works, but in the meantime we can enjoy thyme in the knowledge that it probably doesn’t do any harm (since people have been eating it forever) and that it may actually do some good (since people have been eating it forever) and that even if it

does nothing, we like the way it tastes.

It’s also important to remind ourselves that what reductive science can manage to perceive well enough to isolate and study is subject to change, and that we have a tendency to assume that what we can see is all there is to see. When William Prout isolated the big three macronutrients, scientists figured they now understood food and what the body needs from it; when the vitamins were isolated a few decades later, scientists thought, O.K., now we really understand food and what the body needs to be healthy; today it’s the polyphenols and carotenoids that seem all-important. But who knows what the hell else is going on deep in the soul of a carrot?

The good news is that, to the carrot eater, it doesn’t matter. That’s the great thing about eating food as compared with nutrients: you don’t need to fathom a carrot’s complexity to reap its benefits.

The case of the antioxidants points up the dangers in taking a nutrient out of the context of food; as Nestle suggests, scientists make a second, related error when they study the food out of the context of the diet. We don’t eat just one thing, and when we are eating any one thing, we’re not eating another. We also eat foods in combinations and in orders that can affect how they’re absorbed. Drink coffee with your steak, and your body won’t be able to fully absorb the iron in the meat. The trace of limestone in the corn tortilla unlocks essential amino acids in the corn that would otherwise remain unavailable. Some of those compounds in that sprig of thyme may well affect my digestion of the dish I add it to, helping to break down one compound or possibly stimulate production of an enzyme to detoxify another. We have barely begun to understand the relationships among foods in a cuisine.

But we do understand some of the simplest relationships, like the zero-sum relationship: that if you eat a lot of meat you’re probably not eating a lot of vegetables. This simple fact may explain why populations that eat diets high in meat have higher rates of coronary heart disease and cancer than those that don’t. Yet nutritionism encourages us to look elsewhere for the

explanation: deep within the meat itself, to the culpable nutrient, which scientists have long assumed to be the saturated fat. So they are baffled when large-population studies, like the Women’s Health Initiative, fail to find that reducing fat intake significantly reduces the incidence of heart disease or cancer.

Of course thanks to the low-fat fad (inspired by the very same reductionist fat hypothesis), it is entirely possible to reduce your intake of saturated fat without significantly reducing your consumption of animal protein: just drink the low-fat milk and order the skinless chicken breast or the turkey bacon. So maybe the culprit nutrient in meat and dairy is the animal protein itself, as some researchers now hypothesize. (The Cornell nutritionist T. Colin Campbell argues as much in his recent book, ”The China Study.”) Or, as the Harvard epidemiologist Walter C. Willett suggests, it could be the steroid hormones typically present in the milk and meat; these hormones (which occur naturally in meat and milk but are often augmented in industrial production) are known to promote certain cancers.

But people worried about their health needn’t wait for scientists to settle this question before deciding that it might be wise to eat more plants and less meat. This is of course precisely what the McGovern committee was trying to tell us.

Nestle also cautions against taking the diet out of the context of the lifestyle. The Mediterranean diet is widely believed to be one of the most healthful ways to eat, yet much of what we know about it is based on studies of people living on the island of Crete in the 1950s, who in many respects lived lives very different from our own. Yes, they ate lots of olive oil and little meat. But they also did more physical labor. They fasted regularly. They ate a lot of wild greens — weeds. And, perhaps most important, they consumed far fewer total calories than we do. Similarly, much of what we know about the health benefits of a vegetarian diet is based on studies of Seventh Day Adventists, who muddy the nutritional picture by drinking absolutely no alcohol and

never smoking. These extraneous but unavoidable factors are called, aptly, ”confounders.” One last example: People who take supplements are healthier than the population at large, but their health probably has nothing whatsoever to do with the supplements they take — which recent studies have suggested are worthless. Supplement-takers are better-educated, more- affluent people who, almost by definition, take a greater-than-normal interest in personal health — confounding factors that probably account for their superior health.

But if confounding factors of lifestyle bedevil comparative studies of different populations, the supposedly more rigorous ”prospective” studies of large American populations suffer from their own arguably even more disabling flaws. In these studies — of which the Women’s Health Initiative is the best known — a large population is divided into two groups. The intervention group changes its diet in some prescribed manner, while the control group does not. The two groups are then tracked over many years to learn whether the intervention affects relative rates of chronic disease.

When it comes to studying nutrition, this sort of extensive, long-term clinical trial is supposed to be the gold standard. It certainly sounds sound. In the case of the Women’s Health Initiative, sponsored by the National Institutes of Health, the eating habits and health outcomes of nearly 49,000 women (ages 50 to 79 at the beginning of the study) were tracked for eight years. One group of the women were told to reduce their consumption of fat to 20 percent of total calories. The results were announced early last year, producing front-page headlines of which the one in this newspaper was typical: ”Low-Fat Diet Does Not Cut Health Risks, Study Finds.” And the cloud of nutritional confusion over the country darkened.

But even a cursory analysis of the study’s methods makes you wonder why anyone would take such a finding seriously, let alone order a Quarter Pounder With Cheese to celebrate it, as many newspaper readers no doubt promptly went out and did. Even the beginner student of nutritionism will immediately

spot several flaws: the focus was on ”fat,” rather than on any particular food, like meat or dairy. So women could comply simply by switching to lower-fat animal products. Also, no distinctions were made between types of fat: women getting their allowable portion of fat from olive oil or fish were lumped together with woman getting their fat from low-fat cheese or chicken breasts or margarine. Why? Because when the study was designed 16 years ago, the whole notion of ”good fats” was not yet on the scientific scope. Scientists study what scientists can see.

But perhaps the biggest flaw in this study, and other studies like it, is that we have no idea what these women were really eating because, like most people when asked about their diet, they lied about it. How do we know this? Deduction. Consider: When the study began, the average participant weighed in at 170 pounds and claimed to be eating 1,800 calories a day. It would take an unusual metabolism to maintain that weight on so little food. And it would take an even freakier metabolism to drop only one or two pounds after getting down to a diet of 1,400 to 1,500 calories a day — as the women on the ”low- fat” regimen claimed to have done. Sorry, ladies, but I just don’t buy it.

In fact, nobody buys it. Even the scientists who conduct this sort of research conduct it in the knowledge that people lie about their food intake all the time. They even have scientific figures for the magnitude of the lie. Dietary trials like the Women’s Health Initiative rely on ”food-frequency questionnaires,” and studies suggest that people on average eat between a fifth and a third more than they claim to on the questionnaires. How do the researchers know that? By comparing what people report on questionnaires with interviews about their dietary intake over the previous 24 hours, thought to be somewhat more reliable. In fact, the magnitude of the lie could be much greater, judging by the huge disparity between the total number of food calories produced every day for each American (3,900 calories) and the average number of those calories Americans own up to chomping: 2,000. (Waste accounts for some of the disparity, but nowhere near all of it.) All we really know about how much people actually eat is that the real number lies

somewhere between those two figures.

To try to fill out the food-frequency questionnaire used by the Women’s Health Initiative, as I recently did, is to realize just how shaky the data on which such trials rely really are. The survey, which took about 45 minutes to complete, started off with some relatively easy questions: ”Did you eat chicken or turkey during the last three months?” Having answered yes, I was then asked, ”When you ate chicken or turkey, how often did you eat the skin?” But the survey soon became harder, as when it asked me to think back over the past three months to recall whether when I ate okra, squash or yams, they were fried, and if so, were they fried in stick margarine, tub margarine, butter, ”shortening” (in which category they inexplicably lump together hydrogenated vegetable oil and lard), olive or canola oil or nonstick spray? I honestly didn’t remember, and in the case of any okra eaten in a restaurant, even a hypnotist could not get out of me what sort of fat it was fried in. In the meat section, the portion sizes specified haven’t been seen in America since the Hoover administration. If a four-ounce portion of steak is considered ”medium,” was I really going to admit that the steak I enjoyed on an unrecallable number of occasions during the past three months was probably the equivalent of two or three (or, in the case of a steakhouse steak, no less than four) of these portions? I think not. In fact, most of the ”medium serving sizes” to which I was asked to compare my own consumption made me feel piggish enough to want to shave a few ounces here, a few there. (I mean, I wasn’t under oath or anything, was I?)

This is the sort of data on which the largest questions of diet and health are being decided in America today.

THE ELEPHANT IN THE ROOM In the end, the biggest, most ambitious and widely reported studies of diet and health leave more or less undisturbed the main features of the Western diet: lots of meat and processed foods, lots of added fat and sugar, lots of everything — except fruits, vegetables and whole grains. In keeping with the

nutritionism paradigm and the limits of reductionist science, the researchers fiddle with single nutrients as best they can, but the populations they recruit and study are typical American eaters doing what typical American eaters do: trying to eat a little less of this nutrient, a little more of that, depending on the latest thinking. (One problem with the control groups in these studies is that they too are exposed to nutritional fads in the culture, so over time their eating habits come to more closely resemble the habits of the intervention group.) It should not surprise us that the findings of such research would be so equivocal and confusing.

But what about the elephant in the room — the Western diet? It might be useful, in the midst of our deepening confusion about nutrition, to review what we do know about diet and health. What we know is that people who eat the way we do in America today suffer much higher rates of cancer, heart disease, diabetes and obesity than people eating more traditional diets. (Four of the 10 leading killers in America are linked to diet.) Further, we know that simply by moving to America, people from nations with low rates of these ”diseases of affluence” will quickly acquire them. Nutritionism by and large takes the Western diet as a given, seeking to moderate its most deleterious effects by isolating the bad nutrients in it — things like fat, sugar, salt — and encouraging the public and the food industry to limit them. But after several decades of nutrient-based health advice, rates of cancer and heart disease in the U.S. have declined only slightly (mortality from heart disease is down since the ’50s, but this is mainly because of improved treatment), and rates of obesity and diabetes have soared.

No one likes to admit that his or her best efforts at understanding and solving a problem have actually made the problem worse, but that’s exactly what has happened in the case of nutritionism. Scientists operating with the best of intentions, using the best tools at their disposal, have taught us to look at food in a way that has diminished our pleasure in eating it while doing little or nothing to improve our health. Perhaps what we need now is a broader, less reductive view of what food is, one that is at once more ecological and

cultural. What would happen, for example, if we were to start thinking about food as less of a thing and more of a relationship?

In nature, that is of course precisely what eating has always been: relationships among species in what we call food chains, or webs, that reach all the way down to the soil. Species co-evolve with the other species they eat, and very often a relationship of interdependence develops: I’ll feed you if you spread around my genes. A gradual process of mutual adaptation transforms something like an apple or a squash into a nutritious and tasty food for a hungry animal. Over time and through trial and error, the plant becomes tastier (and often more conspicuous) in order to gratify the animal’s needs and desires, while the animal gradually acquires whatever digestive tools (enzymes, etc.) are needed to make optimal use of the plant. Similarly, cow’s milk did not start out as a nutritious food for humans; in fact, it made them sick until humans who lived around cows evolved the ability to digest lactose as adults. This development proved much to the advantage of both the milk drinkers and the cows.

”Health” is, among other things, the byproduct of being involved in these sorts of relationships in a food chain — involved in a great many of them, in the case of an omnivorous creature like us. Further, when the health of one link of the food chain is disturbed, it can affect all the creatures in it. When the soil is sick or in some way deficient, so will be the grasses that grow in that soil and the cattle that eat the grasses and the people who drink the milk. Or, as the English agronomist Sir Albert Howard put it in 1945 in ”The Soil and Health” (a founding text of organic agriculture), we would do well to regard ”the whole problem of health in soil, plant, animal and man as one great subject.” Our personal health is inextricably bound up with the health of the entire food web.

In many cases, long familiarity between foods and their eaters leads to elaborate systems of communications up and down the food chain, so that a creature’s senses come to recognize foods as suitable by taste and smell and

color, and our bodies learn what to do with these foods after they pass the test of the senses, producing in anticipation the chemicals necessary to break them down. Health depends on knowing how to read these biological signals: this smells spoiled; this looks ripe; that’s one good-looking cow. This is easier to do when a creature has long experience of a food, and much harder when a food has been designed expressly to deceive its senses — with artificial flavors, say, or synthetic sweeteners.

Note that these ecological relationships are between eaters and whole foods, not nutrients. Even though the foods in question eventually get broken down in our bodies into simple nutrients, as corn is reduced to simple sugars, the qualities of the whole food are not unimportant — they govern such things as the speed at which the sugars will be released and absorbed, which we’re coming to see as critical to insulin metabolism. Put another way, our bodies have a longstanding and sustainable relationship to corn that we do not have to high-fructose corn syrup. Such a relationship with corn syrup might develop someday (as people evolve superhuman insulin systems to cope with regular floods of fructose and glucose), but for now the relationship leads to ill health because our bodies don’t know how to handle these biological novelties. In much the same way, human bodies that can cope with chewing coca leaves — a longstanding relationship between native people and the coca plant in South America — cannot cope with cocaine or crack, even though the same ”active ingredients” are present in all three. Reductionism as a way of understanding food or drugs may be harmless, even necessary, but reductionism in practice can lead to problems.

Looking at eating through this ecological lens opens a whole new perspective on exactly what the Western diet is: a radical and rapid change not just in our foodstuffs over the course of the 20th century but also in our food relationships, all the way from the soil to the meal. The ideology of nutritionism is itself part of that change. To get a firmer grip on the nature of those changes is to begin to know how we might make our relationships to food healthier. These changes have been numerous and far-reaching, but

consider as a start these four large-scale ones:

From Whole Foods to Refined. The case of corn points up one of the key features of the modern diet: a shift toward increasingly refined foods, especially carbohydrates. Call it applied reductionism. Humans have been refining grains since at least the Industrial Revolution, favoring white flour (and white rice) even at the price of lost nutrients. Refining grains extends their shelf life (precisely because it renders them less nutritious to pests) and makes them easier to digest, by removing the fiber that ordinarily slows the release of their sugars. Much industrial food production involves an extension and intensification of this practice, as food processors find ways to deliver glucose — the brain’s preferred fuel — ever more swiftly and efficiently. Sometimes this is precisely the point, as when corn is refined into corn syrup; other times it is an unfortunate byproduct of food processing, as when freezing food destroys the fiber that would slow sugar absorption.

So fast food is fast in this other sense too: it is to a considerable extent predigested, in effect, and therefore more readily absorbed by the body. But while the widespread acceleration of the Western diet offers us the instant gratification of sugar, in many people (and especially those newly exposed to it) the ”speediness” of this food overwhelms the insulin response and leads to Type II diabetes. As one nutrition expert put it to me, we’re in the middle of ”a national experiment in mainlining glucose.” To encounter such a diet for the first time, as when people accustomed to a more traditional diet come to America, or when fast food comes to their countries, delivers a shock to the system. Public-health experts call it ”the nutrition transition,” and it can be deadly.

From Complexity to Simplicity. If there is one word that covers nearly all the changes industrialization has made to the food chain, it would be simplification. Chemical fertilizers simplify the chemistry of the soil, which in turn appears to simplify the chemistry of the food grown in that soil. Since the widespread adoption of synthetic nitrogen fertilizers in the 1950s, the

nutritional quality of produce in America has, according to U.S.D.A. figures, declined significantly. Some researchers blame the quality of the soil for the decline; others cite the tendency of modern plant breeding to select for industrial qualities like yield rather than nutritional quality. Whichever it is, the trend toward simplification of our food continues on up the chain. Processing foods depletes them of many nutrients, a few of which are then added back in through ”fortification”: folic acid in refined flour, vitamins and minerals in breakfast cereal. But food scientists can add back only the nutrients food scientists recognize as important. What are they overlooking?

Simplification has occurred at the level of species diversity, too. The astounding variety of foods on offer in the modern supermarket obscures the fact that the actual number of species in the modern diet is shrinking. For reasons of economics, the food industry prefers to tease its myriad processed offerings from a tiny group of plant species, corn and soybeans chief among them. Today, a mere four crops account for two-thirds of the calories humans eat. When you consider that humankind has historically consumed some 80,000 edible species, and that 3,000 of these have been in widespread use, this represents a radical simplification of the food web. Why should this matter? Because humans are omnivores, requiring somewhere between 50 and 100 different chemical compounds and elements to be healthy. It’s hard to believe that we can get everything we need from a diet consisting largely of processed corn, soybeans, wheat and rice.

From Leaves to Seeds. It’s no coincidence that most of the plants we have come to rely on are grains; these crops are exceptionally efficient at transforming sunlight into macronutrients — carbs, fats and proteins. These macronutrients in turn can be profitably transformed into animal protein (by feeding them to animals) and processed foods of every description. Also, the fact that grains are durable seeds that can be stored for long periods means they can function as commodities as well as food, making these plants particularly well suited to the needs of industrial capitalism.

The needs of the human eater are another matter. An oversupply of macronutrients, as we now have, itself represents a serious threat to our health, as evidenced by soaring rates of obesity and diabetes. But the undersupply of micronutrients may constitute a threat just as serious. Put in the simplest terms, we’re eating a lot more seeds and a lot fewer leaves, a tectonic dietary shift the full implications of which we are just beginning to glimpse. If I may borrow the nutritionist’s reductionist vocabulary for a moment, there are a host of critical micronutrients that are harder to get from a diet of refined seeds than from a diet of leaves. There are the antioxidants and all the other newly discovered phytochemicals (remember that sprig of thyme?); there is the fiber, and then there are the healthy omega-3 fats found in leafy green plants, which may turn out to be most important benefit of all.

Most people associate omega-3 fatty acids with fish, but fish get them from green plants (specifically algae), which is where they all originate. Plant leaves produce these essential fatty acids (”essential” because our bodies can’t produce them on their own) as part of photosynthesis. Seeds contain more of another essential fatty acid: omega-6. Without delving too deeply into the biochemistry, the two fats perform very different functions, in the plant as well as the plant eater. Omega-3s appear to play an important role in neurological development and processing, the permeability of cell walls, the metabolism of glucose and the calming of inflammation. Omega-6s are involved in fat storage (which is what they do for the plant), the rigidity of cell walls, clotting and the inflammation response. (Think of omega-3s as fleet and flexible, omega-6s as sturdy and slow.) Since the two lipids compete with each other for the attention of important enzymes, the ratio between omega- 3s and omega-6s may matter more than the absolute quantity of either fat. Thus too much omega-6 may be just as much a problem as too little omega-3.

And that might well be a problem for people eating a Western diet. As we’ve shifted from leaves to seeds, the ratio of omega-6s to omega-3s in our bodies has shifted, too. At the same time, modern food-production practices have further diminished the omega-3s in our diet. Omega-3s, being less stable than

omega-6s, spoil more readily, so we have selected for plants that produce fewer of them; further, when we partly hydrogenate oils to render them more stable, omega-3s are eliminated. Industrial meat, raised on seeds rather than leaves, has fewer omega-3s and more omega-6s than preindustrial meat used to have. And official dietary advice since the 1970s has promoted the consumption of polyunsaturated vegetable oils, most of which are high in omega-6s (corn and soy, especially). Thus, without realizing what we were doing, we significantly altered the ratio of these two essential fats in our diets and bodies, with the result that the ratio of omega-6 to omega-3 in the typical American today stands at more than 10 to 1; before the widespread introduction of seed oils at the turn of the last century, it was closer to 1 to 1.

The role of these lipids is not completely understood, but many researchers say that these historically low levels of omega-3 (or, conversely, high levels of omega-6) bear responsibility for many of the chronic diseases associated with the Western diet, especially heart disease and diabetes. (Some researchers implicate omega-3 deficiency in rising rates of depression and learning disabilities as well.) To remedy this deficiency, nutritionism classically argues for taking omega-3 supplements or fortifying food products, but because of the complex, competitive relationship between omega-3 and omega-6, adding more omega-3s to the diet may not do much good unless you also reduce your intake of omega-6.

From Food Culture to Food Science. The last important change wrought by the Western diet is not, strictly speaking, ecological. But the industrialization of our food that we call the Western diet is systematically destroying traditional food cultures. Before the modern food era — and before nutritionism — people relied for guidance about what to eat on their national or ethnic or regional cultures. We think of culture as a set of beliefs and practices to help mediate our relationship to other people, but of course culture (at least before the rise of science) has also played a critical role in helping mediate people’s relationship to nature. Eating being a big part of that relationship, cultures have had a great deal to say about what and how

and why and when and how much we should eat. Of course when it comes to food, culture is really just a fancy word for Mom, the figure who typically passes on the food ways of the group — food ways that, although they were never ”designed” to optimize health (we have many reasons to eat the way we do), would not have endured if they did not keep eaters alive and well.

The sheer novelty and glamour of the Western diet, with its 17,000 new food products introduced every year, and the marketing muscle used to sell these products, has overwhelmed the force of tradition and left us where we now find ourselves: relying on science and journalism and marketing to help us decide questions about what to eat. Nutritionism, which arose to help us better deal with the problems of the Western diet, has largely been co-opted by it, used by the industry to sell more food and to undermine the authority of traditional ways of eating. You would not have read this far into this article if your food culture were intact and healthy; you would simply eat the way your parents and grandparents and great-grandparents taught you to eat. The question is, Are we better off with these new authorities than we were with the traditional authorities they supplanted? The answer by now should be clear.

It might be argued that, at this point in history, we should simply accept that fast food is our food culture. Over time, people will get used to eating this way and our health will improve. But for natural selection to help populations adapt to the Western diet, we’d have to be prepared to let those whom it sickens die. That’s not what we’re doing. Rather, we’re turning to the health- care industry to help us ”adapt.” Medicine is learning how to keep alive the people whom the Western diet is making sick. It’s gotten good at extending the lives of people with heart disease, and now it’s working on obesity and diabetes. Capitalism is itself marvelously adaptive, able to turn the problems it creates into lucrative business opportunities: diet pills, heart-bypass operations, insulin pumps, bariatric surgery. But while fast food may be good business for the health-care industry, surely the cost to society — estimated at more than $200 billion a year in diet-related health-care costs — is

unsustainable.

BEYOND NUTRITIONISM To medicalize the diet problem is of course perfectly consistent with nutritionism. So what might a more ecological or cultural approach to the problem recommend? How might we plot our escape from nutritionism and, in turn, from the deleterious effects of the modern diet? In theory nothing could be simpler — stop thinking and eating that way — but this is somewhat harder to do in practice, given the food environment we now inhabit and the loss of sharp cultural tools to guide us through it. Still, I do think escape is possible, to which end I can now revisit — and elaborate on, but just a little — the simple principles of healthy eating I proposed at the beginning of this essay, several thousand words ago. So try these few (flagrantly unscientific) rules of thumb, collected in the course of my nutritional odyssey, and see if they don’t at least point us in the right direction.

1. Eat food. Though in our current state of confusion, this is much easier said than done. So try this: Don’t eat anything your great-great-grandmother wouldn’t recognize as food. (Sorry, but at this point Moms are as confused as the rest of us, which is why we have to go back a couple of generations, to a time before the advent of modern food products.) There are a great many foodlike items in the supermarket your ancestors wouldn’t recognize as food (Go-Gurt? Breakfast-cereal bars? Nondairy creamer?); stay away from these.

2. Avoid even those food products that come bearing health claims. They’re apt to be heavily processed, and the claims are often dubious at best. Don’t forget that margarine, one of the first industrial foods to claim that it was more healthful than the traditional food it replaced, turned out to give people heart attacks. When Kellogg’s can boast about its Healthy Heart Strawberry Vanilla cereal bars, health claims have become hopelessly compromised. (The American Heart Association charges food makers for their endorsement.) Don’t take the silence of the yams as a sign that they have nothing valuable to say about health.

3. Especially avoid food products containing ingredients that are a) unfamiliar, b) unpronounceable c) more than five in number — or that contain high-fructose corn syrup.None of these characteristics are necessarily harmful in and of themselves, but all of them are reliable markers for foods that have been highly processed.

4. Get out of the supermarket whenever possible. You won’t find any high- fructose corn syrup at the farmer’s market; you also won’t find food harvested long ago and far away. What you will find are fresh whole foods picked at the peak of nutritional quality. Precisely the kind of food your great-great- grandmother would have recognized as food.

5. Pay more, eat less. The American food system has for a century devoted its energies and policies to increasing quantity and reducing price, not to improving quality. There’s no escaping the fact that better food — measured by taste or nutritional quality (which often correspond) — costsmore, because it has been grown or raised less intensively and with more care. Not everyone can afford to eat well in America, which is shameful, but most of us can: Americans spend, on average, less than 10 percent of their income on food, down from 24 percent in 1947, and less than the citizens of any other nation. And those of us who can afford to eat well should. Paying more for food well grown in good soils — whether certified organic or not — will contribute not only to your health (by reducing exposure to pesticides) but also to the health of others who might not themselves be able to afford that sort of food: the people who grow it and the people who live downstream, and downwind, of the farms where it is grown.

”Eat less” is the most unwelcome advice of all, but in fact the scientific case for eating a lot less than we currently do is compelling. ”Calorie restriction” has repeatedly been shown to slow aging in animals, and many researchers (including Walter Willett, the Harvard epidemiologist) believe it offers the single strongest link between diet and cancer prevention. Food abundance is a problem, but culture has helped here, too, by promoting the idea of

moderation. Once one of the longest-lived people on earth, the Okinawans practiced a principle they called ”Hara Hachi Bu”: eat until you are 80 percent full. To make the ”eat less” message a bit more palatable, consider that quality may have a bearing on quantity: I don’t know about you, but the better the quality of the food I eat, the less of it I need to feel satisfied. All tomatoes are not created equal.

6. Eat mostly plants, especially leaves. Scientists may disagree on what’s so good about plants — the antioxidants? Fiber? Omega-3s? — but they do agree that they’re probably really good for you and certainly can’t hurt. Also, by eating a plant-based diet, you’ll be consuming far fewer calories, since plant foods (except seeds) are typically less ”energy dense” than the other things you might eat. Vegetarians are healthier than carnivores, but near vegetarians (”flexitarians”) are as healthy as vegetarians. Thomas Jefferson was on to something when he advised treating meat more as a flavoring than a food.

7. Eat more like the French. Or the Japanese. Or the Italians. Or the Greeks. Confounding factors aside, people who eat according to the rules of a traditional food culture are generally healthier than we are. Any traditional diet will do: if it weren’t a healthy diet, the people who follow it wouldn’t still be around. True, food cultures are embedded in societies and economies and ecologies, and some of them travel better than others: Inuit not so well as Italian. In borrowing from a food culture, pay attention to how a culture eats, as well as to what it eats. In the case of the French paradox, it may not be the dietary nutrients that keep the French healthy (lots of saturated fat and alcohol?!) so much as the dietary habits: small portions, no seconds or snacking, communal meals — and the serious pleasure taken in eating. (Worrying about diet can’t possibly be good for you.) Let culture be your guide, not science.

8. Cook. And if you can, plant a garden. To take part in the intricate and endlessly interesting processes of providing for our sustenance is the surest way to escape the culture of fast food and the values implicit in it: that food

should be cheap and easy; that food is fuel and not communion. The culture of the kitchen, as embodied in those enduring traditions we call cuisines, contains more wisdom about diet and health than you are apt to find in any nutrition journal or journalism. Plus, the food you grow yourself contributes to your health long before you sit down to eat it. So you might want to think about putting down this article now and picking up a spatula or hoe.

9. Eat like an omnivore. Try to add new species, not just new foods, to your diet. The greater the diversity of species you eat, the more likely you are to cover all your nutritional bases. That of course is an argument from nutritionism, but there is a better one, one that takes a broader view of ”health.” Biodiversity in the diet means less monoculture in the fields. What does that have to do with your health? Everything. The vast monocultures that now feed us require tremendous amounts of chemical fertilizers and pesticides to keep from collapsing. Diversifying those fields will mean fewer chemicals, healthier soils, healthier plants and animals and, in turn, healthier people. It’s all connected, which is another way of saying that your health isn’t bordered by your body and that what’s good for the soil is probably good for you, too.

__MACOSX/New AP 2/Sources/._2 Unhappy Meals | Michael Pollan.pdf

New AP 2/Sources/6 Why Do Americans Distrust the Media? - The Atlantic.pdf

Why Do Americans Distrust the Media? Donald Trump, anti-elite sentiment, and the dark side of media abundance Derek Thompson Sep 16, 2016

Do Americans “trust” “the media”? The question is often asked and often answered. But, to be fair, it’s not a very precise question.

Trust is a slippery measuring stick. Do I “trust” technology? Well, I trust strangers on Uber to be on time, but don’t trust my cable company to arrive within a four-hour window; I trust my iPhone to not explode, but don’t trust my email to be unhackable. Asking whether I trust “technology,” yes or no, is asking for an non-summarizable opinion of a diverse group of products and people, which fall along a continuum of confidence.

“The media,” like “technology,” is not a single tangible object, but rather an information galaxy, a vast and complex star system composed of diverse and opposing organizations, which are themselves composed of a motley group of people, each of whom are neither all good nor all bad, but mostly flawed media merchants, with individual strengths, weaknesses, biases, and blindspots. According to the Bureau of Labor Statistics, there are almost 200,000 Americans working for broadcast television and cable programming, 197,000 employed in digital publishing and broadcasting, 183,000 working for newspapers, 99,000 working for magazines, 86,000 in radio, and 64,000 employed in the editing and production of books. Asking survey respondents to briefly summarize their feelings about the daily work of one million strangers is asking for an impossible, and potentially meaningless, oversimplification, like, “Do you think food is too raw?” or “Is clothing red?"

With these enormous caveats out of the way, the fact remains that Americans’ “trust” in “the media” is falling steadily, according to Gallup. Even if the precise definitions of these terms is debatable, the overall decline is clear and noteworthy.

Gallup

This collapse in trust is not evenly spread across all demographics. The drop has been most dramatic among young and middle-aged respondents and, most recently, within the GOP. Together, it seems reasonable to conclude that the recent decline in media trust has been concentrated among middle-aged Republicans, a key part of the Trump constituency.

Gallup

What is behind this collapse? Here are four somewhat overlapping hypotheses.

1. It’s the media’s fault.

Certainly, when some people read the headline that trust in the media is falling, their response might be, "yes, and deservedly so."

Although a great deal of excellent journalism is produced every week, it is never hard to find the low-lights. This is hardly a new phenomenon. Twenty years ago in The Atlantic, James Fallows criticized newspaper reporters and the television shows for treating politics like a partisan tug-of-war in which policy issues were reduced to playing the part of the oft-forgotten rope. “The discussion shows that are supposed to enhance public understanding may actually reduce it, by hammering home the message that issues don't matter except as items for politicians to fight over,” he wrote.

Two decades later, many of Fallows’ observations are so fresh they could be auto-tweeted each morning. The last few months, in particular, have seen a

bonanza of false equivalence and theater criticism masquerading as political analysis during the election. Beyond the moral rot at the head of Fox News and Trump’s embrace of Breitbart (the Internet’s most crowded den of race- baiting conspiracy theories), even many major newspapers failing to properly cover the candidates’ many flaws. If public trust in the press has gone up in flames, there are more than enough media organizations to be held liable for the arson.

2. It’s the elections’ fault.

As the first graph indicates, American trust in mass media seems to decline around presidential elections. It fell in 2004, and again in 2008, and again in 2012, and now it's collapsed in 2016. Perhaps the hyper-politization of elections, which cleaves the electorate and entrenches two opposing viewpoints on a single national story, erodes public faith that “the media” can be fair to both camps.

This election campaign, however, is exceptional for the fact that Trump routinely so denounces the media for being unfair to him. This would explain why faith in the mainstream press has collapsed among middle-aged Republicans. Trump has even questioned conservative staples like Fox News and the Wall Street Journal, which would explain why we’re seeing an unprecedented drop in faith among the GOP in this election.

3. It’s modernity’s fault.

It would be easier to blame the press exclusively if faith in the media were declining at a time when trust in the rest of the nation’s institutions were rising or holding steady. But the opposite is happening.

Fewer than half of Americans now say they trust the church, the medical system, the presidency, the Supreme Court, public schools, banks, organized labor, the criminal justice system, big business, and Congress. Public faith in each of these institutions has fallen this decade.

There are several reasons why trust in so many elite institutions might be declining at the same time. Fareed Zakaria, in his book The Future of Freedom, blamed the “death of authority” on the uber-democratization of American institutions, pointing out that Americans have historically put more faith in organizations that hover above the fray and the news cycle (like the Supreme Court, or the military) while reserving their contempt for institutions that respond to public whims (like the U.S. Congress). Chris Hayes, in his book The Twilight of the Elites, argued that elite institutions were failing due to a collapse of competent oversight across many sectors of American life, from the military, to big business and the press.

But declining trust in institutions is not strictly an American trend. Since the 1960s, “public trust in government and political institutions has been decreasing in all of the advanced industrial democracies,” according to one United Nations report. “Although the pattern and the pace of the decrease are dissimilar across countries, the downward trend is ubiquitous.”

4. When it’s easier to find news sources that confirm people’s biases, it’s also easier to find news stories that inflame their outrage.

Competition among media organizations is healthy. But the race for readers and ratings carries the risk of reducing trust in “the media” because so many media organizations often distinguish themselves by demonstrating their superiority over mainstream news. The term “mainstream media” is a dirty word on Fox News. Popular shows like Bill Maher’s Real Time and The Daily Show make a living by skewering the hyperbolism of cable coverage. It’s as if every media organization is also a media critic.

Today’s journalists are more comfortable taking strong positions on partisan issues than they used to be. This is often a good thing. But the increased partisanship of large news outlets might feed a public perception that neutral objectivity doesn’t exist, and therefore, people are entitled to scream “partisanship!” about any viewpoint that they disagree with. The Pittsburgh- Tribune Review recently asked Donald Trump Jr., how he felt that the

Pulitzer Prize-winning team at PolitiFact found that 70 percent of his father’s claims were false, more than twice the ratio of Hillary Clinton. Trump’s response: “I would argue that PolitiFact is a very liberal organization.” The shocking thing about this claim is that it’s not shocking, at all. It has become acceptably normal for a politician to call a Pulitzer-Prize winning organization “very biased” if it disagrees with him. There is also no risk in saying so.

What role does Facebook (or Twitter, or Reddit) play in this? Many argue that these sites seal audiences’ ideological echo chambers, organizing the world of information so that some readers only see news that they are likely to agree with. Another outcome of a media diet dominated by “shareable” news is that people might be more likely to see news whose purpose is to provoke outrage. Projecting moral outrage has a specific psychological purpose: It signals the noble morality of the outraged sharer at the expense of the news source. When Facebook and Twitter users share news coverage for the purpose of highlighting the most outrageously bad journalism, it has the effect of making the majority of journalism seem outrageously bad.

And so, it may be inevitable that a competitive digital media environment will foster a hate-Congress-but-love-your-Congressman attitude toward the press. If there are enough outlets for every American to read that their biases are right, there are enough outlets for readers to get the impression that most people, and most media, is wrong.

__MACOSX/New AP 2/Sources/._6 Why Do Americans Distrust the Media? - The Atlantic.pdf

New AP 2/Sources/1 There Might Be Fracking Wastewater on Your Organic Fruits and Veggies %E2%80%93 Mother Jones.pdf

8/10/2017 There Might Be Fracking Wastewater on Your Organic Fruits and Veggies – Mother Jones

http://www.motherjones.com/food/2015/08/organic-crops-can-be-irrigated-fracking-wastewater/ 1/4

Irrigation water appears to be a major loophole in the USDA's organic food safety program. <a href="https://www.flickr.com/photos/93773221@N05�8533552645/in/photolist-e15FU2-pseDWM-r2skYW�6pVLTL-dQbDJs- dQb2dy-e15KdH-e1tFtZ-e1tFrn-hRB9UC-jYkLzr-hEHCN7-e1bo2Q-e1bnyf-e1bnDh-e1bo2S-e1bp21-e1boWG-e15GuT-e1bovY- e1boey-e1bopf-e15Gct-e1boHq-e15FjT-jYk1zV-h57cb9-hybGX7-hEHCGL-hEHkqa-hEJG1V-e1bm9U-e15FbD-e1bmKo-e15FEX- e15J8g-e1bq5o-e1bpdb-e1bpmw-e1bqhW-e15JxX-e11q39-e15JoR-eDxUbf-e1zmyy-gg8RYM-e1tFSk-dZULrM�7PJPDX- e11idU">Daniel Jones</a>/Flickr

The US Department of Agriculture’s organics standards, written 15 years ago, strictly ban petroleum-

derived fertilizers commonly used in conventional agriculture. But the same rules do not prohibit farmers

There Might Be Fracking Wastewater on Your Organic Fruits and Veggies J O S H H A R K I N S O N AU G . 2 0 , 2 0 1 5 1 0 � 0 0 A M

8/10/2017 There Might Be Fracking Wastewater on Your Organic Fruits and Veggies – Mother Jones

http://www.motherjones.com/food/2015/08/organic-crops-can-be-irrigated-fracking-wastewater/ 2/4

derived fertilizers commonly used in conventional agriculture. But the same rules do not prohibit farmers

from irrigating their crops with petroleum-laced wastewater obtained from oil and gas wells—a practice

that is increasingly common in drought-stricken Southern California.

As I reported last month, oil companies last year

supplied half the water that went to the 45,000 acres of

farmland in Kern County’s Cawelo Water District,

farmland that is owned, in part, by Sunview, a company

that sells certified organic raisins and grapes. Food

watchdog groups are concerned that the state hasn’t

required oil companies to disclose all the chemicals

they use in oil drilling and fracking operations, much

less set safety limits for all those chemicals in irrigation water.

A spokesman for the USDA’s National Organics Program confirmed that it has little to say on the matter.

“The USDA organic regulations do not directly address the use of irrigation water on organic farms,” said

the spokesman, who asked to be quoted on background, “but organic operations must generally maintain

or improve the natural resources of the operation, including soil and water quality.”

Of course, that’s easier said than done. USDA organic regulations do not require farms to perform water

quality tests, and irrigation water is not evaluated as an input by the Organic Materials Review Institute,

which vets products used on organic farms. Calls placed to California Certified Organic Farmers, which

certifies organic farms in California, were not returned.

Irrigation water appears to be a major loophole in a food safety program that otherwise strictly controls

what farmers can apply to their land. Notably, the organics program does prohibit the use of sewage

sludge-based fertilizer, a product widely used on nonorganic farms that sometimes contains chemicals

such as flame retardants and pharmaceuticals.

On Monday, California Assemblyman Mike Gatto, a Democrat from Glendale, introduced a bill that

would require crops irrigated with wastewater from oil and gas operations to be labeled as such. “No one

expects their lettuce to contain heavy chemicals from fracking wastewater,” he explained in a press

release.

That’s especially true if their lettuce is labeled “organic,” adds Adam Scow, the California director of the

environmental group Food and Water Watch: “I think most people’s logic would tell them that’s not a

practice consistent with organic standards.”

GET THE SCOOP,  STRAIGHT FROM MOTHER JONES.

“No one expects their lettuce to contain heavy chemicals from fracking wastewater.”

8/10/2017 There Might Be Fracking Wastewater on Your Organic Fruits and Veggies – Mother Jones

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New AP 2/Sources/4 Separating Fact from Fiction in the Age of Obesity.pdf

Published on Alternet (http://www.alternet.org)

Home > Separating Fact from Fiction in the Age of Obesity

Separating Fact from Fiction in the Age of Obesity By Courtney E. Martin [1] / AlterNet [2] May 23, 2007, 9:00 PM GMT

Feminist theorist Susan Bordo once wrote, "People used to try to develop a better self and act out all the projects of transcendence, transformation and purification in the context of community or religious work. Now they go to seminars with diet gurus." If dieting has become the new religion, then we are not only financially daft but spiritually bankrupt. The good news is that there is a growing movement trying to wake us up from our calorie-counting hypnosis and target the fat-pocketed CEOs behind the swinging crystal.

The pathetic success rate of diets isn't news, but what is groundbreaking is the growing awareness of just how unethical the $34 billion-a-year (some estimate as high as $50 billion) diet industry is. Organizations like the National Association to Advance Fat Acceptance [3] and books like Laura Fraser's "Losing It: America's Obsession with Weight and the Industry That Feeds It" and the just published "Rethinking Thin: The New Science of Weight Loss -- and the Myths and Realities of Dieting" by New York Times health writer Gina Kolata, reinforce that it is not a lack of willpower that is standing between the average American dieter and her perfect body but a corrupt industry that keeps so many of us -- women in particular -- unsatisfied, obsessed and misinformed.

Separating fact from fiction in the age of obesity If you've just emerged from an ashram or a remote cave, let me fill you in: The last few years have seen a wild spike in the media coverage and public conversation of all things fat. The obesity epidemic became the topic du jour for every nightly news program, sending America racing off to Weight Watchers meetings and downing diet teas in terrified droves.

Most of the diet industry big-hitters toe the party line between quick-results dieting and long-term lifestyle change (Weight Watchers, Jenny Craig, etc.), but there is a whole underbelly of the industry chock-full of dangerous schemes. These fast-fix pills, exercise and diet plans promise rapid weight loss -- sometimes at medically unsafe levels -- to desperate consumers.

There have been two dozen deaths from ephedra-based products in the last decade. Americans take 6 billion doses of PPA (what Fraser calls a "close chemical cousin" to amphetamines) every year even though it can causes a rise in blood pressure, anxiety and stroke; it is a common ingredient in diet pills like Dexatrim, Acutrim, Thinz and Appedrine. Many of the makers of these drugs have profited from the seemingly ubiquitous public conversation about fat in America.

J. Eric Oliver, a political scientist at the University of Chicago, asserts that the advent of the obesity epidemic story was less about fact and more about funding. In "Obesity: The Making of an American Epidemic," he explains that the hullabaloo was the result of "a relatively small group of scientists and doctors, many directly funded by the weight-loss industry, [who] have created an arbitrary and unscientific definition of overweight and obesity. They have inflated claims and distorted statistics on the consequences of our growing weights,

and they have largely ignored the complicated health realities associated with being fat."

Instead of talking about the food industry, genetic predisposition, or sedentary, fast-food lifestyles, nightly newscasts featured fat, headless B-roll edited with voiceover from the nation's doomsday celebrity nutritionists spreading fear and misinformation. Being slightly overweight raises risk of death! Life expectancy plummets for the first time in two centuries!

Thanks to books like Oliver's -- and "The Obesity Myth," by Paul F. Campos -- public hysteria over the obesity epidemic seems to have finally come to a more sober summit. The truth is that many of us are overweight -- according to Scientific American, six out of every 10 of us, in fact. After decades of speculation, and let's face it, downright discrimination when it comes to fat Americans, researchers are finally finding out how genetics, environment, and psychology play into our overweight millions. And they are finally asking the question that women, pulling on waistbands and frowning in mirrors, have been asking for years: "Why doesn't my diet ever work?"

The set point makes diets obsolete The world's largest study of weight loss by a group of researchers at the University of California has proven that two-thirds of those who diet gain the weight back. The study confirms what many researchers have already postulated -- that rapid weight loss and gain is actually more unhealthy than simply being overweight. Yo-yo dieting puts women at risk for a range of scary side effects -- like heart attack, stroke, diabetes and eating disorders.

A host of studies covered in Kolata's new book indicate that, in part, diets don't work because they can't override the body's innate "set point." Dr. Susan Albers, author of "Eating Mindfully: How to End Mindless Eating & Enjoy a Balanced Relationship with Food," explains: "According to the 'set point' theory ... your body has a genetically predetermined weight range. Your body tries to keep your weight within that range and will automatically adjust your metabolism and food storage capacity to keep you from losing or gaining weight outside of that range or set point."

The set point theory was thought to be just that -- a theory -- until now. Too many studies prove its legitimacy. For example, Dr. Ethan Sims of the University of Vermont found that a group of svelte prisoners who increased their weight by at least 20 percent over six months also saw their metabolism increase (by 50 percent!), making it impossible for them to continue to put on weight even with their whopping 10,000- calorie-a-day consumption. Flip the coin and you get the same results: Rockefeller researchers found that genetically fat patients who were put on strict diets actually went into psychological and physiological starvation mode even though their body weight was still technically very safe.

In our extreme makeover culture where women are led to believe they could look like Halle Berry if they just had enough will power or money, this is a powerful conclusion. Your body is genetically predisposed to exist in a certain range of weight. Your range might be higher than Paris Hilton's, or your next door neighbor's, or even your sister's, for that matter, but it doesn't mean anything about your character. In fact, you can diet with utmost determination and your body will continue to adjust your metabolism to fit its genetically determined size.

The frightening power within Americans have poured themselves into dieting for decades. From Atkins to South Beach to Fat Busters, we've actually spent the gross national product of Ireland each year on trying to slim down. It turns out, it was free all along.

Susan Levin, a registered dietitian at the Physicians for Social Responsibility [4], explains: "What nobody talks about is that being healthy is not a matter of dieting, it is a matter of changing your life forever, eating healthy forever, moving your body, everyday, forever. No one wants to talk about that because it scares people to have that much control."

Levin recommends rejecting the pharmaceutical therapies and unhealthy diet plans (cutting out whole food groups, she asserts, is undeniably unhealthy) and seeing food as medicine instead. She described a patient with a stomachache who arrived at his doctor's office begging for a pill to make it better. In typical American quick-fix fashion, the patient hadn't even considered what food he had put in that stomach to make it ache in the first place.

Medical schools, it turns out, aren't much help either, as most of them don't require any kind of curriculum on nutrition. So the average American is not only being bombarded with false advertising and hyperbolic weight- loss claims in magazines, on television, radio, the internet and billboards, but often faces a similar fate at his or her own doctor. The "expert" may have little training in talking about weight loss without plugging a pill. Worst-case scenario, that doctor may even be paid to testify to its effectiveness by the pharmaceutical company that makes it.

With the potential of manipulation at every turn, where does the American look for the truth about health? Of all places, inward. "Let's talk about eating that makes good, intuitive sense," Levin insists. "Let's look at countries that eat high plant-based diets like Japan and Greece. These are the healthiest people on the planet, and they don't portion control or calorie count. They eat a natural, close-to-the-earth kind of diet."

The notion that we have everything we need to be healthy (or in diet industry parlance, "lose weight") within renders an entire industry impotent. If only we could believe it. Levin says, "People are afraid. They ask, 'So you're telling me I have that much power?'"

Feminists vs. the diet industry It is hard to believe that the power to be healthy is so simple and internal, after decades of complex, contradictory, and profit-driven messaging on the part of multimillion-dollar corporations.

The dominant script of diet industry parlance is that, first and foremost, we are inadequate, and only they have the unique cure for our inadequacies. Commercials preach the gospel of thinness and equate it with success, happiness and love -- the thin girl waltzes through a sunny day with a handsome man on her arm and stacks of her own money in the bank, all a not-so-subtle result of her recent weight loss. The chance to slim down becomes more than a dwindling number on the scale in the world of weight-loss marketing. It becomes an answer to all of life's problems.

The obsession and self-hatred that the diet industry engenders has long topped feminist academics and psychologists' list of evils. Clinicians like Catherine Baker-Pitts, LCSW, and her colleagues at the New York and London-based Women's Therapy Centre Institute, encourage patients to look at the ways that "eating problems" are both internally (upbringing, personality) and externally (media, patriarchy) shaped. Baker explains: "Obviously the morality surrounding women's appetites is entirely loaded and connected to female identity -- messages to be less powerful, less emotional, less hungry, and to assume less space in the world."

Efforts to reclaim the beauty of the natural body have been numerous. Love Your Body Day now occupies a celebrated space on most college campuses in late October, as do feminist theory classes on body image year- round. Off-Broadway theaters have recently become a hot spot of plays -- like "Beginner at Life" and "Beauty

on the Vine" -- both pushing audience members to come to terms with their inner critics and participate in dialogues afterward (ala Eve Ensler's "The Good Body.")

A wealth of literature, ranging from the academic (Susan Bordo) to the talk show-oriented (Jessica Weiner), urges women to stop pouring their critical time, energy and money into dieting. (Note: I have recently published a book that deals with many of these issues, Perfect Girls, Starving Daughters: The Frightening New Normalcy of Hating Your Body.) But for all of our go-girling, expose-writing and finger-pointing, the diet industry marches on as lucrative and deadly as ever.

Some feminists are considering taking the rallying cry against dieting out of the classrooms and into the courts. Given recent research that proves the ineffectiveness of diets as a whole and the inaccuracies, therefore, littered throughout diet advertising -- are there legal grounds to take down the industry? Can the diet industry be prosecuted into warning labels and public education efforts the way the tobacco industry has been?

Prosecuting the magic pill makers Susie Orbach would like to think so. The British psychologist and author of the 1978 classic "Fat is a Feminist Issue" has been threatening to sue 40-year-old company Weight Watchers International, which she views as merely a symbol of the diet industry as a whole. She explains, "Dieting has a 97 percent recidivism rate. Where does that appear in the advertising? The failure rate is crucial for the profits of the diet industry. If it worked, there would not be return customers and no profit. It surely contravenes the Trade Descriptions Act."

The Act Orbach referred to prevents manufacturers, retailers or service industry providers in the United Kingdom from misleading consumers as to what they are spending their money on. It empowers the judiciary to punish companies who make false claims as a strict liability offense.

Here in the United States, the Federal Trade Commission recommends a "healthy portion of skepticism" to those evaluating weight-loss products, but has done little since 1990 and 1992, when congressional hearings on the diet industry led to a spurt of crackdowns on outlandish weight-loss claims. Around the same time, the Food and Drug Administration created a list of 111 ingredients used in over-the-counter diet aids that were ineffective or unsafe. In 1992, a National Institutes of Health task force declared that diets don't work.

Since then fraudulent weight-loss schemes have flourished. The Dietary Supplements Act of 1994 put the burden on the FDA to prove that a product is fraudulent -- as opposed to on the manufacturer -- so most diet drugs simply slip through the cracks due to a deluge of undone paperwork. And consumers' rights groups appear to do little when it comes to exposing diet rip-offs.

It does seem like class-action lawsuits -- ala the tobacco industry takedown -- may be the most effective answer. In recent years the number of lawsuits against drug companies, in particular, have skyrocketed. Dr. Phil's reputation was sufficiently tarnished when he was sued three times over his bogus diet supplements. Before Anna Nicole Smith's untimely death, she and TrimSpa were the target of a lawsuit alleging their marketing of the weight-loss pill was false or misleading.

These individual cries for restitution and truth are chipping away at the industry, but it remains to be seen if fed-up physicians, feminists and anti-diet activists can band together to demolish the whole glittering mirage. Courtney E. Martin is the author of "Perfect Girls, Starving Daughters: The Frightening New Normalcy of Hating Your Body [5]." You can read more about her work at www.courtneyemartin.com [6].

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Source URL: http://www.alternet.org/story/52196/separating_fact_from_fiction_in_the_age_of_obesity

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__MACOSX/New AP 2/Sources/._4 Separating Fact from Fiction in the Age of Obesity.pdf

New AP 2/Sources/5 These 6 Corporations Control 90% Of The Media In America - Business Insider.pdf

8/10/2017 These 6 Corporations Control 90% Of The Media In America - Business Insider

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These 6 Corporations Control 90% Of The Media In America

ASHLEY LUTZ JUN. 14, 2012, 9:49 AM

This infographic created by Jason at Frugal Dad shows that almost all media comes from the same six sources.

That's consolidated from 50 companies back in 1983. 

NOTE: This infographic is from last year and is missing some key transactions. GE does not own NBC (or Comcast or any media) anymore. So that 6th company is now Comcast. And Time Warner doesn't own AOL, so Huffington Post isn't affiliated with them.

But the fact that a few companies own everything demonstrates "the illusion of choice," Frugal Dad says. While some big sites, like Digg and Reddit aren't owned by any of the corporations, Time Warner owns news sites read by millions of Americans every year.

Here's the graphic: 

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Frugal Dad

Source: Frugal dad

DON'T MISS: This Chart Shows Bilderberg Group's Connection To Everything In The World >

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__MACOSX/New AP 2/Sources/._5 These 6 Corporations Control 90% Of The Media In America - Business Insider.pdf

New AP 2/Sources/7 Taking on the Drug Profiteers.pdf

and left partners in crime.

The Financial Page October 12, 2015 Issue

Taking on the Drug Profiteers By James Surowiecki

What with a former peanut-company owner, Stewart Parnell, being sent to

prison for knowingly selling salmonella- tainted peanut butter, and Volkswagen’s C.E.O., Martin Winterkorn, resigning after revelations about the cheat software in the !rm’s diesel-powered cars, it took a special magnitude of corporate misbehavior to make the business-news headlines in the past couple of weeks. But Martin Shkreli, the C.E.O. of Turing Pharmaceuticals, managed it when his company said it was raising the price of a sixty-two-year-old lifesaving drug from $13.50 to seven hundred and !fty dollars a pill. The move quickly became a major scandal; Shkreli was called “the most hated man in America.” Yet the true scandal of Turing’s pro!teering scheme was that it was entirely legal.

Daraprim—which is used to treat toxoplasmosis, a condition that afflicts AIDS

patients, among others—!rst came on the market back in 1953, so it has long since gone off patent. But what Shkreli recognized was that, even with a generic drug, regulatory barriers and a lack of competition can make big price hikes possible. In Daraprim’s case, only one company had regulatory approval to sell the drug in the United States. So, in August, Turing bought those rights. Shkreli knew that, in principle, other companies could produce their own versions of Daraprim. But it seemed a fair bet that none of them would try. The market for Daraprim is small—eight to twelve thousand prescriptions a year in the U.S.—and any company that wanted to enter the market would have to go through the expensive and time-consuming process of getting F.D.A. approval. As it happens, several companies already make and sell a generic version of Daraprim abroad, but they weren’t a worry, either, because they, too, would have to jump through the F.D.A.’s hoops to sell it here. Turing loaded the deck even further in its own favor by insisting on a model of “closed distribution” for the

Illustration by Christoph Niemann Xiidra is a prescription eye drop used to treat the signs and symptoms of dry eye disease.

Important Safety Information

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drug, restricting access to patients, doctors, and a limited number of distributors and pharmacies. In the unlikely event that another company wanted to produce Daraprim, it would be hard to buy enough of the drug to reverse-engineer.

Essentially, Shkreli is exploiting rules devised to protect consumer safety in order to create a virtual monopoly and then charge whatever he wants. Monopolies are inherent to the drug industry in the U.S.: patents, in effect, are temporary monopolies. But we have patents because they give drug companies an incentive to invest in developing new drugs. There’s no such justi!cation in the case of Daraprim. Turing’s price gouging does not reward innovation and it doesn’t re$ect the cost of production. In the United Kingdom, Daraprim sells for less than a dollar a pill.

Turing’s business model is a quintessential example of rent seeking: increasing pro!ts not by adding real value for customers but by exploiting loopholes. And, unfortunately, Turing is not alone. Last year, another company run by Shkreli acquired the rights to a kidney-disease drug called Thiola and raised the drug’s price twentyfold. In 2011, K-V Pharmaceutical got F.D.A. approval to market a synthetic hormone that had been used for decades to prevent preterm births. Once K-V got approval and exclusive rights, it raised the price from around !fteen dollars to !fteen hundred dollars an injection. There have also been alarming increases in the prices of common drugs like doxycycline. Generic- drug makers have been merging with each other, leaving fewer competitors. “Without price competition, the generic model fails,” Gerard Anderson, a professor of public health at Johns Hopkins, told me. “Without competition, there are no market forces that limit price increases.”

That doesn’t mean there’s nothing to be done. In place of closed distribution, the F.D.A. can require companies to make samples of their drugs available to competitors. The F.T.C., as Anderson argues, should be more aggressive in limiting mergers among generic-drug makers. And the U.S. and other developed countries should also adopt an arrangement known as regulatory reciprocity: if a drug maker has approval to sell a drug abroad, it should be able to sell that drug here, and vice versa. Safety concerns may rule out importing drugs from just anywhere, but there is no good reason for a company selling a drug in, say, Germany to have to spend time and money to get the right to sell it here. Foreign competition has played a central role in holding down retail prices in industries ranging from automobiles to consumer electronics. It’s time

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drug prices were subject to the same rules. Shkreli has said, since the backlash, that Turing will roll back the Daraprim price increase. But the fate of toxoplasmosis sufferers shouldn’t depend on the egomaniacal whims of a “pharma bro.”

Of course, these kinds of measures would make drug companies anxious, but they should be doing all they can to encourage competition, if only out of self- interest. If market forces and smarter regulations can’t limit price gouging, then drug makers could be subject to more drastic measures, like price controls or compulsory licensing—a system that compels companies to license drugs to other manufacturers. The Turing scandal has shown just how vulnerable drug pricing is to exploitative, rent-seeking behavior. It’s fair enough to excoriate Martin Shkreli for greed and indifference. The real problem, however, is not the man but the system that has let him thrive. ♦

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__MACOSX/New AP 2/Sources/._7 Taking on the Drug Profiteers.pdf

New AP 2/Sources/7 The U.S. Media’s Problems Are Much Bigger than Fake News and Filter Bubbles.pdf

COMPETITION

The U.S. Media’s Problems Are Much Bigger than Fake News and Filter Bubbles by Bharat N. Anand

JANUARY 05, 2017

The U.S. media has come under intense scrutiny, with analysts, politicians, and even

journalists themselves accusing it of bias and sensationalism — of having failed us — in its

coverage of the presidential election. Critics across the political spectrum have said that fake

news and cyberattacks played a big role in determining the course of events. The prevailing

logic has an “if only” tenor: If only the media had been less swayed by shocking stories, if

only bias in the media had been purged, and if only fake news had been eliminated and

cyberattacks curtailed, the outcome would have been different. The presidential transition

has been marked by the same attitude: if only the media were less distractible and headlines

more accurate.

Thinking that way is tempting, but it misses the mark. The media did exactly what it was

designed to do, given the incentives that govern it. It’s not that the media sets out to be

sensationalist; its business model leads it in that direction. Charges of bias don’t make the

bias real; it often lies in the eye of the beholder. Fake news and cyberattacks are triggers, not

causes. The issues that confront us are structural.

To the question, If the media were to cover the election again, with the benefit of hindsight,

could we expect anything different? my answer is a sobering no. This is for two reasons: the

way news is produced and amplified (the supply side) and the way consumers process news

(the demand side).

A caveat is in order. The analysis here is not concerned with which candidate deserved to

win or whose message was “better.” It is concerned with examining the media and its

coverage, identifying its root causes, and understanding what we should expect going

forward.

The Supply Side I: Connectedness Matters More than Content or Money Political campaigns are marketing campaigns, messages aimed at selling a product. Like

marketers, politicians obsess over messaging (what journalists would call “content”) and a

few key metrics that historically have determined success: amount of television advertising,

number of “foot soldiers,” intensity of get-out-the-vote operations, and voter

ESSENTIAL BACKGROUND

How Focusing on Content Leads the Media Astray STRATEGY AUDIO by Sarah Green Carmichael

Bharat Anand, author of The Content Trap and

professor at Harvard Business School, talks about

the strategic challenges facing digital businesses.

 SAVE  SHARE

demographics. But in the last two contests in which Hillary Clinton has participated, the

2008 primary and the 2016 election, she won on most of these metrics — and lost the

elections.

Two developments bear noting. First, and most obvious, traditional media is no longer the

only way to spread the word. Any candidate can communicate directly and instantly with

millions of people. Media companies are experiencing an extreme form of competition that

comes with digital technologies: Everyone is a media company today.

Second, and even more significant, social media is distinct from traditional media in that it

connects users to each other. This means that messages can spread far more easily and

quickly (compare how often you share a TV ad and a tweet).

The implications are threefold:

The best product doesn’t always win. Even if

you have the best product or candidate, if you

run a hub-and-spokes campaign, you’ll attract

followers one by one. Create a product or

candidate that connects users, and your

message — and advantage — will spread

rapidly. Apple learned this the hard way. For

20 years, starting in 1984, the Macintosh was

superior to any PC. Yet by 2004 its market

share was down to 3%. Apple had a great

product, but Microsoft had a network of

connected users. Because more people used

PCs, and wrote software for

them, they became the default choice for

nearly everyone.

Many organizations and entrepreneurs miss this lesson. Focus only on creating the best

content or product, and you can lose because of untapped user connections — a

phenomenon I call the “content trap.” It explains why firms that have anchored their

strategies to content have ceded digital leadership to those that have focused on

connections.

Consider the Scandinavian media firm Schibsted, which engineered an impressive digital

transformation through a philosophy of connectedness. It focused its efforts on earning a

majority share of Europe’s digital classified advertising market (a product that connects

buyers and sellers). It then shifted its news focus from great content to content rooted in the

question “Can we help readers help each other?” During the volcanic ash crisis of 2010,

what it offered wasn’t prize-winning stories about the roots of the eruption or its health

implications, but an app (Hitchhiker’s Central) that allowed readers to share travel plans and

offer rides to each other. Similarly, during the 2016 election, many American voters found

journalistic content less relevant than what they were experiencing in their own lives.

Bigger marketing budgets may not pay off. In a digital world full of product clutter, the best

marketing campaigns spend nearly nothing. JC Penney spent no money on television

advertising during the 2015 Super Bowl, yet its “mittens” campaign was one of the most

watched. The campaign relied solely on Twitter and went viral by virtue of intentional

spelling mistakes. Once a “connected” product draws in users, those users effectively

become the sales force. Facebook, Uber, and Airbnb are all examples of this. Donald Trump

spent only half of what Clinton did during the campaign.

Expectations matter. In connected worlds, expectations about future growth affect what

current users choose; people want to be on a winning platform. This has led to a strategy

known as vaporware, a term for when firms announce strengths they may not possess or

supposedly imminent product launches to draw users. Consider Trump’s first words in the

June 2015 announcement of his candidacy: “Wow. Whoa. That is some group of people.

Thousands.…This is beyond anybody’s expectations. There’s been no crowd like this.” This

wasn’t just a campaign message; it was an effort to shape expectations and trigger

connectedness.

The Supply Side II: Ratings Determine Which Messages Get Amplified The first phase of a marketing campaign is deciding how and where to spend your marketing

dollars. The second is influencing how your message gets amplified. One of the most

important mechanisms for this is traditional media — so-called “earned media coverage.”

You can spend a lot in the first phase and get little amplification in the second, or vice versa.

Recycling the same message won’t earn amplification. And in today’s media environment,

even “normal” news doesn’t break through information clutter; big, surprising events do.

The media’s bias toward big events stems from three features of its economics:

Fixed costs. The cost of covering a golf tournament doesn’t depend on whether Tiger Woods

plays. But if he does, ratings — and revenue — double. The same phenomenon affects

decisions about covering news stories or political rallies.

An advertising-based model. Advertising (and other indirect charges like cable operator

fees) are central to the economics of most news media, and this creates a bias whereby the

number of viewers is more important than whether viewers like the coverage. (What

matters is that you watch news coverage, not whether you are ready to throw a chair at it

out of disgust.) Fixed costs have always been central to the economics of media. Advertising

came later — and when it did, in the early 20th century, news became more sensational.

That’s hardly surprising: The main metric by which news outlets are judged is the ratings

they command, the page views they get, or the copies they sell.

Spillovers. A big event in media and entertainment doesn’t just draw viewers to the event

itself; it also entices viewers to consume follow-on or related products (and a company’s

previous products, too). People who watch a television program are far more likely to watch

the next program on that channel, for example.

Each of these factors, individually, means that ratings or page views — the size of the

audience — matter a lot for media firms. Together, they lead to a fixation on ratings to the

exclusion of almost anything else. Competition further reinforces this dynamic, making

audience size the metric by which media firms are measured. The outcome is a “ratings

bubble” within which companies operate.

Big-event bias is even more pronounced in entertainment worlds, where getting noticed has

gotten increasingly hard over time. This explains the trend toward spinoffs, sequels, and

franchises in broadcast television and movies (viewers are already familiar with the basic

story) and big-name authors in books (they generate publicity) and why successful sports

franchises tend to get even more successful over time (they draw lots of viewers, which

allows them to spend more on star players, who draw even more viewers). Success might

have more to do with awareness than with quality. When the pseudonymous Robert

Galbraith published A Cuckoo’s Calling in 2013, the novel sold about 1,500 copies in the first

month. After the author was revealed to be Harry Potter creator J.K. Rowling, sales rose to

over one million.

Piggybacking on big events has allowed certain media companies to grow over time. Fox

News, for instance, entered the seemingly mature cable market in 1996 and experienced

notable upticks in viewers after “big news” events — the 2000 election, the 9/11 terrorist

attacks, and the start of the war in Iraq. When an event drew viewers to cable news in

general, Fox’s ratings grew along with the other networks’. But more of the viewers who

tuned into Fox stayed with it after the event had passed when they realized the network’s

coverage was different.

In political campaigns, big events arise in one of three ways. The first is sporadically and

unpredictably, as with the San Bernardino shooting or the Access Hollywood tape. The

timing of such surprises can be particularly fortuitous or damaging (see: James Comey). The

second is through name recognition. Events become more newsworthy if they’re

accompanied by a big name. The third is by being created. Steve Jobs understood this more

than most technology executives, which is why he elevated product launches to an art form:

Every media firm had to cover a new Apple release. And Trump understood this more than

any other candidate: Every time he made a provocative comment on a new subject, the

news outlets covered it.

These forces help explain why Trump got so much more media coverage than, say, Bernie

Sanders, who touted a similarly antiestablishment, populist message. Populism and

inequality aren’t news; calling Mexican immigrants rapists and vowing to build a wall are. So

Sanders’s brand of populism wasn’t news; Trump’s was. The reason was rooted in media

economics, not in the effort or preferences of journalists and programming executives. A

combination of fixed costs, an advertising-reliant model, and spillovers produced a

staggering difference in earned media coverage during the primaries: $2 billion for Trump

and $300 million for Sanders. Television advertising, where Clinton had a huge leg up on

both, hardly seemed to matter at all.

Competition Can Backfire Competition and private firms operating in their self-interest typically lead to well-

functioning markets. But that’s not always what happens. A well-known exception occurs

when externalities exist — side effects on other people or firms that aren’t usually accounted

for by private actors. (Canonical examples are cigarette smoking or pollution, or a store

manager in a large retail chain pursuing actions that benefit his individual store but damage

the parent company’s brand.) In situations like these, following your self-interest (in this

case, as a media firm) doesn’t necessarily further the collective good, or even your own.

In 2009 Netflix needed high-quality content to grow its streaming business. It could get that

content only from Hollywood studios. The studios had seen Netflix grow its DVD business

for a decade, and now, with a stronger bargaining position in the streaming market — the

first-sale doctrine that allowed any DVD owner to resell did not apply to streaming — they

could have chosen not to license to Netflix and nipped it in the bud. But they granted

licenses, and Netflix soon became the giant they hadn’t wanted to see arise. Why did the

studios act against their own interests?

If they could have collectively agreed not to license to Netflix, the result would have been

different. But they couldn’t. At first only Viacom relented, licensing archived Beavis and

Butt-head episodes. One show, it reasoned, could not a streaming giant make. But then

everyone followed that logic.

It wasn’t that the content providers didn’t see what was happening; it was that they couldn’t

coordinate. It’s why newspapers let Google crawl their content for Google News. It’s why

they handed content to Facebook for its Instant Articles format last year.

So, too, with the recent political campaign. If every media outlet had ignored Trump’s rallies

and rhetoric, it would have paid handsomely for one outlet to cover them. But once one did

cover them, no others could afford not to.

These events coalesced dramatically toward the end of the campaign, when Trump

announced a press conference in which he would ostensibly make a major announcement

about President Obama’s birth certificate (a lie that he had prolonged that had found

traction in media coverage several years back). Nearly every media outlet showed up. How

could they not cover a major announcement by a presidential candidate? But it was a sham

— there was no real announcement, other than that there would be no more announcements

on the subject.

This is the prisoner’s dilemma of reporting amid competition: Following your self-interest

does not always further the collective good. The situation generated one of the most

dispiritingly candid statements ever from a media executive: Early in 2016, when the head

of CBS was asked about the disproportionate attention given to Trump, he quipped, “It may

not be good for America, but it’s damn good for CBS.”

The network wasn’t alone. Cable news outlets enjoyed similar gains in 2016, marking it as

their best year ever. Meanwhile, public trust in the press reached its lowest level in history.

The Demand Side: Consumers Consume What They Want To One of the longest-standing debates in marketing is not whether advertising works, but how

it does. One view is that marketing persuades consumers to purchase. Hear a song once, and

you may not like it; hear it repeatedly, and you’ll start to, regardless of how good or bad it is

(hence the phrase “all publicity is good publicity”). Others argue that marketing merely

increases awareness without altering beliefs. By this reasoning, repeated exposure to a song

that doesn’t match your taste might make you less likely to buy it.

Does media reporting change what we believe, or do our preferences shape what media we

choose to watch in the first place?

Most research indicates that the latter is central: Our preexisting preferences largely

determine what media we watch. One of the most reliable findings in the study of television

entertainment is that viewers watch programs whose characters are like themselves. Older

people watch shows featuring older characters, younger viewers watch shows featuring

younger ones; the same goes for gender, ethnicity, and income. A similar effect is seen in

news: We watch outlets whose reporting is consistent with our beliefs. Viewers who identify

with the right are more likely to watch Fox, while left-leaning people are more likely to

watch MSNBC. Similar differences apply to intra-network program choices, since programs

on the same network can differ in their positioning.

These patterns in news-watching would be puzzling if all that news providers did was

provide verifiably objective information. But like entertainment programs, news programs

and channels differ in their positioning, in the way they report information (often referred

to as slant), and in what information they report (agenda setting). News positioning matters

— viewers watch news programs and channels whose positions match their tastes and

beliefs.

This pattern of sorting on beliefs is amplified over time by various additional factors. The

first is competition among media, which has increased as digital technologies have led to a

vast number of new media outlets, each catering to more-niche tastes. The second is

viewers’ confirmation bias, which leads us to reject valid information that is not consistent

with our beliefs. Confirmation bias is deeply rooted in human behavior. It affects not just

how we process information but who we associate with, creating “filter bubbles.” These

bubbles are further reinforced by website algorithms designed to personalize the

information we receive based on our past behaviors. Persuasive effects of the media also

serve to solidify these bubbles. (And even small persuasive effects can have large effects in

close elections.)

Each factor increases viewer polarization, which on certain measures has reached

unprecedented levels. Together, they shape how we respond to bias in the media. Consider

the debate over left and right media bias, which goes back several decades and has grown in

intensity over time. Part of what makes discussions of bias so thorny is that we almost never

agree on what bias is. Both the debate and studies tend to focus on what the media reports —

on content. But studies show that content is not the only place where bias lives. In

experiments, when two people with different beliefs view exactly the same content, their

perceptions of bias differ.

Add it all up, and the implications are profound.

First, we watch what we believe, but what we don’t watch, we don’t believe. This is the

effect of sorting based on beliefs.

Second, negative coverage can have unintended consequences. Hear a source you don’t

trust, and when it reports something inconsistent with your beliefs, you’ll discount that

thing even more. (The rare exception is when events are incontrovertibly verifiable — for

example, the question of who said what on the Access Hollywood tape.) During the election

season, more newspapers endorsed Clinton than any presidential candidate in U.S history.

Papers with a tradition of endorsing Republicans endorsed her; papers with a tradition of

not endorsing a candidate did, too. But none of it mattered; editorial content was essentially

irrelevant.

Third, and for the same reason, charges of media bias can actually help an outlet. The more

your favorite channel is alleged to be biased by people you disagree with, the more you’ll

watch it. Trump wasn’t the first to see this phenomenon: In Fox News’s early days, senior

executives often acknowledged that charges of bias appeared to help them. And it isn’t

specific to right-leaning voters. After the election, when Trump tweeted complaints about

the New York Times and Vanity Fair, both outlets saw a rise in subscriptions. Charges of bias

harden beliefs and reinforce polarization.

Particularly sobering is that all this has nothing do with the much-lamented problem of fake

news. Get rid of all verifiably fake news, as Facebook and others certainly should, and filter

bubbles, polarization, and charges of media bias will remain.

Where Does This Leave Us? Three forces combine to create the media coverage of political campaigns we observe today:

connected media, which spreads messages faster than traditional media; fixed costs and

advertising-reliant business models in traditional media, which amplify sensational

messages; and viewers’ news consumption patterns, which leads to people sorting across

media outlets based on their beliefs and makes messages they already agree with far more

effective. Each reinforces the others. Without these enabling factors, even the best

marketing campaign would go nowhere, and fake news or leaked information from

cyberattacks would have little effect.

Fair questions have been raised about the lack of investigative journalism early in the

campaign, false equivalencies in reporting, and the use of paid campaign operatives as

experts on television news. But digital technology and business incentives exerted more

influence over the media coverage than editorial decisions and missing voices did. The

ratings bubble had as much impact as filter bubbles did. The forces at work here — the

search for profitability, competition, and self-interest — are things we embrace as

profoundly American.

Competition in the media leads to efficiency as well as to checks and balances — all good

things. But it fails to internalize the externalities from profitable but sensational coverage. It

leads to differentiation and more voices (also good, and what’s been the focus of regulatory

efforts) but also to fragmentation, polarization, and less-penetrable filter bubbles

(dangerous).

It’s tempting to stretch the analysis between marketing and politics too far. They are

different in important respects. Most notable, in marketing you can win through strategies

that exploit the big-event bias of media (through attention-grabbing rhetoric) and the beliefs

of consumers (through allegations that discredit your competitors). These strategies draw in

consumers who are right for your brand. But in presidential politics, the same approach is

incredibly risky because when you win, you serve everyone, not just those who “purchased

your product.” Despite these differences, the same economics of information supply-and-

demand that shape digital strategies in business are doing so in politics.

Which leads to my conclusion: Even if we could somehow push “reset,” we would have

to expect the same sort of coverage that we got. The problems are too deep and structural

for anything else.

What’s the way forward? There are no easy answers to the question. This analysis mainly

points to solutions that won’t work. Voluntary efforts at restraint by well-meaning

journalists won’t work, because of advertising-based business models and competition.

Eliminating fake news won’t change the fact that voters ignore ideas contrary to their

beliefs. And it won’t solve the media’s structural challenges or change its incentives. Media

companies, their regulators, and their customers — all of us — have to look for ways to

confront these challenges. The stakes could not be higher.

Bharat N. Anand is the Henry R. Byers Professor of Business Administration at Harvard Business School in

Boston, and the faculty chair of HBX.

Related Topics: INTERNET | MEDIA

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__MACOSX/New AP 2/Sources/._7 The U.S. Media’s Problems Are Much Bigger than Fake News and Filter Bubbles.pdf

New AP 2/Sources/1 Consumerism and its discontents.pdf

Consumerism and its discontents Materialistic values may stem from early insecurities and are linked to lower life satisfaction, psychologists find. Accruing more wealth may provide only a partial fix.

By TORI DeANGELIS June 2004, Vol 35, No. 6 Print version: page 52

COVER STORY

Compared with Americans in 1957, today we own twice as many cars per person, eat out twice as often and enjoy endless other commodities that weren't around then--big-screen TVs, microwave ovens, SUVs and handheld wireless devices, to name a few. But are we any happier?

Certainly, happiness is difficult to pin down, let alone measure. But a recent literature review suggests we're no more contented than we were then--in fact, maybe less so.

"Compared with their grandparents, today's young adults have grown up with much more affluence, slightly less happiness and much greater risk of depression and assorted social pathology," notes Hope College psychologist David G. Myers, PhD, author of the article, which appeared in the American Psychologist (/pubs/journals/amp/index.aspx) (Vol. 55, No. 1). "Our becoming much better off over the last four decades has not been accompanied by one iota of increased subjective well- being."

These findings emerge at a time when the consumer culture has reached a fever pitch, comments Myers, also the author of "The American Paradox: Spiritual Hunger in an Age of Plenty" (Yale University Press, 2000).

So what does psychologists' research say about possible effects of this consumer culture on people's mental well-being? Based on the literature to date, it would be too simplistic to say that desire for material wealth unequivocally means discontent. Although the least materialistic people report the most life satisfaction, some studies indicate that materialists can be almost as contented if they've got the money and their acquisitive lifestyle doesn't conflict with more soul-satisfying pursuits. But for materialists with less money and other conflicting desires--a more common situation--unhappiness emerges, researchers are finding.

"There's a narrowing of the gap between materialists and nonmaterialists in life satisfaction as materialists' income rises," notes Edward Diener, PhD, a well-known researcher of subjective well- being and materialism at the University of Illinois at Urbana-Champaign. "So if you're poor, it's very

bad to be a materialist; and if you're rich, it doesn't make you happier than nonmaterialists, but you almost catch up."

Why are materialists unhappy?

As with all things psychological, the relationship between mental state and materialism is complex: Indeed, researchers are still trying to ascertain whether materialism stokes unhappiness, unhappiness fuels materialism, or both. Diener suggests that several factors may help explain the apparent toll of pursuit of wealth. In simple terms, a strong consumerist bent--what William Wordsworth in 1807 called "getting and spending"--can promote unhappiness because it takes time away from the things that can nurture happiness, including relationships with family and friends, research shows.

"It's not absolutely necessary that chasing after material wealth will interfere with your social life," Diener says. "But it can, and if it does, it probably has a net negative payoff in terms of life satisfaction and well-being."

People with strong materialistic values appear to have goal orientations that may lead to poorer well- being, adds Knox College psychologist Tim Kasser, PhD, who with Berkeley, Calif., psychotherapist Allen Kanner, PhD, co-edited a new APA book, "Psychology and Consumer Culture (/pubs/books/4317024.aspx) " (APA, 2004), featuring experts' research and views on the links between consumerism, well-being and environmental and social factors.

In Kasser's own book, "The High Price of Materialism" (MIT Press, 2002), Kasser describes his and others' research showing that when people organize their lives around extrinsic goals such as product acquisition, they report greater unhappiness in relationships, poorer moods and more psychological problems. Kasser distinguishes extrinsic goals--which tend to focus on possessions, image, status and receiving rewards and praise--from intrinsic ones, which aim at outcomes like personal growth and community connection and are satisfying in and of themselves.

Relatedly, a not-yet-published study by University of Missouri social psychologist Marsha Richins, PhD, finds that materialists place unrealistically high expectations on what consumer goods can do for them in terms of relationships, autonomy and happiness.

"They think that having these things is going to change their lives in every possible way you can think of," she says. One man in Richins's study, for example, said he desperately wanted a swimming pool so he could improve his relationship with his moody 13-year-old daughter.

The roots of materialism

Given that we all experience the same consumeristic culture, why do some of us develop strongly materialistic values and others don't? A line of research suggests that insecurity--both financial and emotional--lies at the heart of consumeristic cravings (/monitor/oct02/doubt.aspx) . Indeed, it's not money per se, but the striving for it, that's linked to unhappiness, find Diener and others.

"Research suggests that when people grow up in unfortunate social situations--where they're not treated very nicely by their parents or when they experience poverty or even the threat of death," says Kasser, "they become more materialistic as a way to adapt."

A 1995 paper in Developmental Psychology (/pubs/journals/dev/index.aspx)

(Vol. 31, No. 6) by Kasser and colleagues was the first to demonstrate this. Teens who reported having higher materialistic attitudes tended to be poorer and to have less nurturing mothers than those with lower materialism scores, the team found. Similarly, a 1997 study in the Journal of Consumer Research

(Vol. 23, No. 4) headed up by Aric Rindfleisch, PhD, then a doctoral student at the University of Wisconsin-Madison and now an associate professor of marketing there, found that young people whose parents were undergoing or had undergone divorce or separation (/topics/divorce/index.aspx) were more prone to developing materialistic values later in life than those from intact homes. And in the first direct experimental test of the point, Kasser and University of Missouri social psychologist Kenneth Sheldon, PhD, reported in a 2000 article in Psychological Science (Vol. 11, No. 4), that when provoked with thoughts of the most extreme uncertainty of them all--death (/topics/death/index.aspx) --people reported more materialistic leanings.

More money=greater happiness?

The ill effects of materialism appear subject to modification, other research finds. In a longitudinal study reported in the November 2003 issue of Psychological Science (Vol. 14, No. 6), psychologists Carol Nickerson, PhD, of the University of Illinois at Urbana-Champaign, Norbert Schwarz, PhD, of the University of Michigan, Diener, and Daniel Kahnemann, PhD, of Princeton University, examined two linked data sets collected 19 years apart on 12,000 people who had attended elite colleges and universities in the 1970s--one drawn in 1976 when they were freshmen, the other in 1995.

On average, those who had initially expressed stronger financial aspirations reported lower life satisfaction two decades later than those expressing lower monetary desires. But as the income of the higher-aspiration participants rose, so did their reported life satisfaction, the team found.

James E. Burroughs, PhD, assistant professor of commerce at the University of Virginia's McIntire School of Commerce, and the University of Wisconsin's Rindfleisch conclude that the unhappiest materialists are those whose materialistic and higher-order values are most conflicted. In a 2002 paper in the Journal of Consumer Research (Vol. 29, No. 3), the team first gauged people's levels of stress (/topics/stress/index.aspx) , materialistic values and prosocial values in the domains of family, religion and community--in keeping with the theory of psychologist Shalom Schwartz, PhD, that some values unavoidably conflict with one another. Then in an experimental study, they ascertained the degree of conflict people felt when making a decision between the two value domains.

The unhappiest people were those with the most conflict--those who reported high prosocial and

high materialistic values, says Burroughs. The other three groups--those low in materialism and high in prosocial values, those low in prosocial values and high in materialism, and those lukewarm in both arenas--reported similar, but lower levels of life stress.

His findings square with those of others: that the differences in life satisfaction between more and less materialistic people are relatively small, says Burroughs. And most researchers in the area agree that these values lie along a continuum, he adds.

"Material things are neither bad nor good," Burroughs comments. "It is the role and status they are accorded in one's life that can be problematic. The key is to find a balance: to appreciate what you have, but not at the expense of the things that really matter--your family, community and spirituality."

The bigger picture

Find this article at: http://www.apa.org/monitor/jun04/discontents.aspx

Even if some materialists swim through life with little distress, however, consumerism carries larger costs that are worth worrying about, others say. "There are consequences of materialism that can affect the quality of other people's and other species' lives," says Kasser.

To that end, he and others are beginning to study links between materialistic values and attitudes toward the environment, and to write about the way consumerism has come to affect our collective psyche. Psychotherapist Kanner, who co-edited "Psychology and Consumer Culture" with Kasser, cites examples as minor as parents who "outsource" parental activities like driving their children to school and those as big as international corporations leading people in poor countries to crave products they can ill afford.

Indeed, consumerism is an example of an area where psychology needs to stretch from its focus on the individual and examine the wider impact of the phenomenon, Kanner believes.

"Corporate-driven consumerism is having massive psychological effects, not just on people, but on our planet as well," he says. "Too often, psychology over-individualizes social problems. In so doing, we end up blaming the victim, in this instance by locating materialism primarily in the person while ignoring the huge corporate culture that's invading so much of our lives (/monitor/2009/01/consumerism.aspx) ."

Tori DeAngelis is a writer in Syracuse, N.Y.

__MACOSX/New AP 2/Sources/._1 Consumerism and its discontents.pdf

New AP 2/Sources/5 Wells Fargo's phony-account scandal, explained.pdf

Wells Fargo's phony-account scandal, explained Justin Sullivan/Getty Images

The smartest insight and analysis, from all perspectives, rounded up from around the web:

Wells Fargo has long portrayed itself as a "bank for Main Street," far removed from the excesses of Wall Street's wheeler-dealers, said Andrew Ross Sorkin at The New York Times. That carefully crafted image "evaporated" last week, with the revelation that the San Francisco–based bank had fired some 5,300 employees — roughly 1 percent of its workforce — for signing up customers for checking accounts and credit cards without their knowledge. Authorities said about 2 million sham accounts were opened going back to 2011, complete with forged signatures, phony email addresses, and fake PIN numbers — all created by employees who were hounded by supervisors to meet daily account quotas. The bank then charged customers at least $1.5 million in fees for the bogus accounts. "When politicians talk about Wall Street as a 'criminal enterprise,' this is exactly what they are talking about."

"Will anyone go to jail for this?" asked Jesse Singal at New York magazine. Unlikely. Wells Fargo has been ordered to pay $185 million in fines, but that's a pittance compared with the $5.6 billion the bank earned in just the second quarter of this year. Meanwhile, the bank's victims weren't just nickel-and- dimed with overdraft and maintenance fees. Many of them took "significant hits" to their credit scores for not staying current on accounts they didn't even know about. "They'll likely have difficulty securing home and car loans at reasonable rates for years to come, simply because their bank decided to defraud them." Wells Fargo's woes originated in its aggressive cross-selling approach, which encouraged salespeople to sign customers up for multiple bank products, said Helaine Olen at Slate​. Someone with a savings account

would be pressed to also open a checking account, get a credit card, and perhaps even take out a mortgage. Employees who missed sales quotas would have to work weekends or stay late. But so far none of the bank's executives has been fired, even though "they bear as much — if not more — responsibility as the low-level employees who got caught holding the bag."

"If bank regulation were doing its job," Wells executives wouldn't have allowed such risk taking, said Adam Davidson at New​ Yorker. As it happens, the fine levied against Wells is "just a tiny fraction" of what it likely earned from its sales tactics. Over the past 13 years, the bank increased the average number of products per customer from four to more than six. At a bank with 70 million customers, that translates into tens of billions of dollars. Until executives face meaningful penalties, the message is clear: Do what it takes to make money, "even if it leads to some fraud." You can be sure that Wells execs "directly benefited" from the scam, said David Dayen at The Fiscal Times​. The bank proudly touted its account growth to investors, which helped the bank's stock double in value between 2011 and 2015. Carrie Tolstedt, who oversaw the banking division responsible for the fake accounts, just left in July with a $125 million retirement package. It's figures like that that help "explain the anger and frustration Americans feel about a rigged system."

__MACOSX/New AP 2/Sources/._5 Wells Fargo's phony-account scandal, explained.pdf

New AP 2/Sources/4 My Beef With Big Media.pdf

My Beef With Big Media How government protects big media — and shuts out upstarts like me. Ted Turner

Magazine

In the late 1960s, when Turner Communications was a business of billboards and radio stations and I was spending much of my energy ocean racing, a UHF-TV station came up for sale in Atlanta. It was losing $50,000 a month and its programs were viewed by fewer than 5 percent of the market.

I acquired it.

When I moved to buy a second station in Charlotte–this one worse than the first–my accountant quit in protest, and the company’s board vetoed the deal. So I mortgaged my house and bought it myself. The Atlanta purchase turned into the Superstation; the Charlotte purchase–when I sold it 10 years later– gave me the capital to launch CNN.

Both purchases played a role in revolutionizing television. Both required a streak of independence and a taste for risk. And neither could happen today. In the current climate of consolidation, independent broadcasters simply don’t survive for long. That’s why we haven’t seen a new generation of people like me or even Rupert Murdoch–independent television upstarts who challenge the big boys and force the whole industry to compete and change.

It’s not that there aren’t entrepreneurs eager to make their names and fortunes in broadcasting if given the chance. If nothing else, the 1990s dot- com boom showed that the spirit of entrepreneurship is alive and well in America, with plenty of investors willing to put real money into new media ventures. The difference is that Washington has changed the rules of the

game. When I was getting into the television business, lawmakers and the Federal Communications Commission (FCC) took seriously the commission’s mandate to promote diversity, localism, and competition in the media marketplace. They wanted to make sure that the big, established networks– CBS, ABC, NBC–wouldn’t forever dominate what the American public could watch on TV. They wanted independent producers to thrive. They wanted more people to be able to own TV stations. They believed in the value of competition.

So when the FCC received a glut of applications for new television stations after World War II, the agency set aside dozens of channels on the new UHF spectrum so independents could get a foothold in television. That helped me get my start 35 years ago. Congress also passed a law in 1962 requiring that TVs be equipped to receive both UHF and VHF channels. That’s how I was able to compete as a UHF station, although it was never easy. (I used to tell potential advertisers that our UHF viewers were smarter than the rest, because you had to be a genius just to figure out how to tune us in.) And in 1972, the FCC ruled that cable TV operators could import distant signals. That’s how we were able to beam our Atlanta station to homes throughout the South. Five years later, with the help of an RCA satellite, we were sending our signal across the nation, and the Superstation was born.

That was then.

Today, media companies are more concentrated than at any time over the past 40 years, thanks to a continual loosening of ownership rules by Washington. The media giants now own not only broadcast networks and local stations; they also own the cable companies that pipe in the signals of their competitors and the studios that produce most of the programming. To get a flavor of how consolidated the industry has become, consider this: In 1990, the major broadcast networks–ABC, CBS, NBC, and Fox–fully or partially owned just 12.5 percent of the new series they aired. By 2000, it was 56.3 percent. Just two years later, it had surged to 77.5 percent.

In this environment, most independent media firms either get gobbled up by one of the big companies or driven out of business altogether. Yet instead of balancing the rules to give independent broadcasters a fair chance in the market, Washington continues to tilt the playing field to favor the biggest players. Last summer, the FCC passed another round of sweeping pro- consolidation rules that, among other things, further raised the cap on the number of TV stations a company can own.

In the media, as in any industry, big corporations play a vital role, but so do small, emerging ones. When you lose small businesses, you lose big ideas. People who own their own businesses are their own bosses. They are independent thinkers. They know they can’t compete by imitating the big guys–they have to innovate, so they’re less obsessed with earnings than they are with ideas. They are quicker to seize on new technologies and new product ideas. They steal market share from the big companies, spurring them to adopt new approaches. This process promotes competition, which leads to higher product and service quality, more jobs, and greater wealth. It’s called capitalism.

But without the proper rules, healthy capitalist markets turn into sluggish oligopolies, and that is what’s happening in media today. Large corporations are more profit-focused and risk-averse. They often kill local programming because it’s expensive, and they push national programming because it’s cheap–even if their decisions run counter to local interests and community values. Their managers are more averse to innovation because they’re afraid of being fired for an idea that fails. They prefer to sit on the sidelines, waiting to buy the businesses of the risk-takers who succeed.

Unless we have a climate that will allow more independent media companies to survive, a dangerously high percentage of what we see–and what we don’t see–will be shaped by the profit motives and political interests of large, publicly traded conglomerates. The economy will suffer, and so will the quality of our public life. Let me be clear: As a business proposition,

consolidation makes sense. The moguls behind the mergers are acting in their corporate interests and playing by the rules. We just shouldn’t have those rules. They make sense for a corporation. But for a society, it’s like over- fishing the oceans. When the independent businesses are gone, where will the new ideas come from? We have to do more than keep media giants from growing larger; they’re already too big. We need a new set of rules that will break these huge companies to pieces.

The big squeeze

In the 1970s, I became convinced that a 24-hour all-news network could make money, and perhaps even change the world. But when I invited two large media corporations to invest in the launch of CNN, they turned me down. I couldn’t believe it. Together we could have launched the network for a fraction of what it would have taken me alone; they had all the infrastructure, contacts, experience, knowledge. When no one would go in with me, I risked my personal wealth to start CNN.

Soon after our launch in 1980, our expenses were twice what we had expected and revenues half what we had projected. Our losses were so high that our loans were called in. I refinanced at 18 percent interest, up from 9, and stayed just a step ahead of the bankers. Eventually, we not only became profitable, but also changed the nature of news–from watching something that happened to watching it as it happened.

But even as CNN was getting its start, the climate for independent broadcasting was turning hostile. This trend began in 1984, when the FCC raised the number of stations a single entity could own from seven–where it had been capped since the 1950s–to 12. A year later, it revised its rule again, adding a national audience-reach cap of 25 percent to the 12 station limit– meaning media companies were prohibited from owning TV stations that together reached more than 25 percent of the national audience. In 1996, the FCC did away with numerical caps altogether and raised the audience-reach cap to 35 percent. This wasn’t necessarily bad for Turner Broadcasting; we

had already achieved scale. But seeing these rules changed was like watching someone knock down the ladder I had already climbed.

Meanwhile, the forces of consolidation focused their attention on another rule, one that restricted ownership of content. Throughout the 1980s, network lobbyists worked to overturn the so-called Financial Interest and Syndication Rules, or fin-syn, which had been put in place in 1970, after federal officials became alarmed at the networks’ growing control over programming. As the FCC wrote in the fin-syn decision: “The power to determine form and content rests only in the three networks and is exercised extensively and exclusively by them, hourly and daily.” In 1957, the commission pointed out, independent companies had produced a third of all network shows; by 1968, that number had dropped to 4 percent. The rules essentially forbade networks from profiting from reselling programs that they had already aired.

This had the result of forcing networks to sell off their syndication arms, as CBS did with Viacom in 1973. Once networks no longer produced their own content, new competition was launched, creating fresh opportunities for independents.

For a time, Hollywood and its production studios were politically strong enough to keep the fin-syn rules in place. But by the early 1990s, the networks began arguing that their dominance had been undercut by the rise of independent broadcasters, cable networks, and even videocassettes, which they claimed gave viewers enough choice to make fin-syn unnecessary. The FCC ultimately agreed–and suddenly the broadcast networks could tell independent production studios, “We won’t air it unless we own it.” The networks then bought up the weakened studios or were bought out by their own syndication arms, the way Viacom turned the tables on CBS, buying the network in 2000. This silenced the major political opponents of consolidation.

Even before the repeal of fin-syn, I could see that the trend toward

consolidation spelled trouble for independents like me. In a climate of consolidation, there would be only one sure way to win: bring a broadcast network, production studios, and cable and satellite systems under one roof. If you didn’t have it inside, you’d have to get it outside–and that meant, increasingly, from a large corporation that was competing with you. It’s difficult to survive when your suppliers are owned by your competitors. I had tried and failed to buy a major broadcast network, but the repeal of fin-syn turned up the pressure. Since I couldn’t buy a network, I bought MGM to bring more content in-house, and I kept looking for other ways to gain scale. In the end, I found the only way to stay competitive was to merge with Time Warner and relinquish control of my companies.

Today, the only way for media companies to survive is to own everything up and down the media chain–from broadcast and cable networks to the sitcoms, movies, and news broadcasts you see on those stations; to the production studios that make them; to the cable, satellite, and broadcast systems that bring the programs to your television set; to the Web sites you visit to read about those programs; to the way you log on to the Internet to view those pages. Big media today wants to own the faucet, pipeline, water, and the reservoir. The rain clouds come next.

Supersizing networks

Throughout the 1990s, media mergers were celebrated in the press and otherwise seemingly ignored by the American public. So, it was easy to assume that media consolidation was neither controversial nor problematic. But then a funny thing happened.

In the summer of 2003, the FCC raised the national audience-reach cap from 35 percent to 45 percent. The FCC also allowed corporations to own a newspaper and a TV station in the same market and permitted corporations to own three TV stations in the largest markets, up from two, and two stations in medium-sized markets, up from one. Unexpectedly, the public rebelled. Hundreds of thousands of citizens complained to the FCC. Groups from the

National Organization for Women to the National Rifle Association demanded that Congress reverse the ruling. And like-minded lawmakers, including many long-time opponents of media consolidation, took action, pushing the cap back down to 35, until–under strong White House pressure– it was revised back up to 39 percent. This June, the U.S. Court of Appeals for the Third Circuit threw out the rules that would have allowed corporations to own more television and radio stations in a single market, let stand the higher 39 percent cap, and also upheld the rule permitting a corporation to own a TV station and a newspaper in the same market; then, it sent the issues back to the same FCC that had pushed through the pro-consolidation rules in the first place.

In reaching its 2003 decision, the FCC did not argue that its policies would advance its core objectives of diversity, competition, and localism. Instead, it justified its decision by saying that there was already a lot of diversity, competition, and localism in the media–so it wouldn’t hurt if the rules were changed to allow more consolidation. Their decision reads: “Our current rules inadequately account for the competitive presence of cable, ignore the diversity-enhancing value of the Internet, and lack any sound bases for a national audience reach cap.” Let’s pick that assertion apart.

First, the “competitive presence of cable” is a mirage. Broadcast networks have for years pointed to their loss of prime-time viewers to cable networks– but they are losing viewers to cable networks that they themselves own. Ninety percent of the top 50 cable TV stations are owned by the same parent companies that own the broadcast networks. Yes, Disney’s ABC network has lost viewers to cable networks. But it’s losing viewers to cable networks like Disney’s ESPN, Disney’s ESPN2, and Disney’s Disney Channel. The media giants are getting a deal from Congress and the FCC because their broadcast networks are losing share to their own cable networks. It’s a scam.

Second, the decision cites the “diversity-enhancing value of the Internet.” The FCC is confusing diversity with variety. The top 20 Internet news sites are

owned by the same media conglomerates that control the broadcast and cable networks. Sure, a hundred-person choir gives you a choice of voices, but they’re all singing the same song.

The FCC says that we have more media choices than ever before. But only a few corporations decide what we can choose. That is not choice. That’s like a dictator deciding what candidates are allowed to stand for parliamentary elections, and then claiming that the people choose their leaders. Different voices do not mean different viewpoints, and these huge corporations all have the same viewpoint–they want to shape government policy in a way that helps them maximize profits, drive out competition, and keep getting bigger.

Because the new technologies have not fundamentally changed the market, it’s wrong for the FCC to say that there are no “sound bases for a national audience-reach cap.” The rationale for such a cap is the same as it has always been. If there is a limit to the number of TV stations a corporation can own, then the chance exists that after all the corporations have reached this limit, there may still be some stations left over to be bought and run by independents. A lower limit would encourage the entry of independents and promote competition. A higher limit does the opposite.

Triple blight

The loss of independent operators hurts both the media business and its citizen-customers. When the ownership of these firms passes to people under pressure to show quick financial results in order to justify the purchase, the corporate emphasis instantly shifts from taking risks to taking profits. When that happens, quality suffers, localism suffers, and democracy itself suffers.

Loss of Quality The Forbes list of the 400 richest Americans exerts a negative influence on society, because it discourages people who want to climb up the list from giving more money to charity. The Nielsen ratings are dangerous in a similar way–because they scare companies away from good shows that don’t produce

immediate blockbuster ratings. The producer Norman Lear once asked, “You know what ruined television?” His answer: when The New York Times began publishing the Nielsen ratings. “That list every week became all anyone cared about.”

When all companies are quarterly earnings-obsessed, the market starts punishing companies that aren’t yielding an instant return. This not only creates a big incentive for bogus accounting, but also it inhibits the kind of investment that builds economic value. America used to know this. We used to be a nation of farmers. You can’t plant something today and harvest tomorrow. Had Turner Communications been required to show earnings growth every quarter, we never would have purchased those first two TV stations.

When CNN reported to me, if we needed more money for Kosovo or Baghdad, we’d find it. If we had to bust the budget, we busted the budget. We put journalism first, and that’s how we built CNN into something the world wanted to watch. I had the power to make these budget decisions because they were my companies. I was an independent entrepreneur who controlled the majority of the votes and could run my company for the long term. Top managers in these huge media conglomerates run their companies for the short term. After we sold Turner Broadcasting to Time Warner, we came under such earnings pressure that we had to cut our promotion budget every year at CNN to make our numbers. Media mega-mergers inevitably lead to an overemphasis on short-term earnings.

You can see this overemphasis in the spread of reality television. Shows like “Fear Factor” cost little to produce–there are no actors to pay and no sets to maintain–and they get big ratings. Thus, American television has moved away from expensive sitcoms and on to cheap thrills. We’ve gone from “Father Knows Best” to “Who Wants to Marry My Dad?”, and from “My Three Sons” to “My Big Fat Obnoxious Fiance.”

The story of Grant Tinker and Mary Tyler Moore’s production studio, MTM,

helps illustrate the point. When the company was founded in 1969, Tinker and Moore hired the best writers they could find and then left them alone– and were rewarded with some of the best shows of the 1970s. But eventually, MTM was bought by a company that imposed budget ceilings and laid off employees. That company was later purchased by Rev. Pat Robertson; then, he was bought out by Fox. Exit “The Mary Tyler Moore Show.” Enter “The Littlest Groom.”

Loss of localism Consolidation has also meant a decline in the local focus of both news and programming. After analyzing 23,000 stories on 172 news programs over five years, the Project for Excellence in Journalism found that big media news organizations relied more on syndicated feeds and were more likely to air national stories with no local connection.

That’s not surprising. Local coverage is expensive, and thus will tend be a casualty in the quest for short-term earnings. In 2002, Fox Television bought Chicago’s Channel 50 and eliminated all of the station’s locally produced shows. One of the cancelled programs (which targeted pre-teens) had scored a perfect rating for educational content in a 1999 University of Pennsylvania study, according to The Chicago Tribune. That accolade wasn’t enough to save the program. Once the station’s ownership changed, so did its mission and programming.

Loss of localism also undercuts the public-service mission of the media, and this can have dangerous consequences. In early 2002, when a freight train derailed near Minot, N.D., releasing a cloud of anhydrous ammonia over the town, police tried to call local radio stations, six of which are owned by radio mammoth Clear Channel Communications. According to news reports, it took them over an hour to reach anyone–no one was answering the Clear Channel phone. By the next day, 300 people had been hospitalized, many partially blinded by the ammonia. Pets and livestock died. And Clear Channel continued beaming its signal from headquarters in San Antonio, Texas–some

1,600 miles away.

Loss of democratic debate When media companies dominate their markets, it undercuts our democracy. Justice Hugo Black, in a landmark media-ownership case in 1945, wrote: “The First Amendment rests on the assumption that the widest possible dissemination of information from diverse and antagonistic sources is essential to the welfare of the public.”

These big companies are not antagonistic; they do billions of dollars in business with each other. They don’t compete; they cooperate to inhibit competition. You and I have both felt the impact. I felt it in 1981, when CBS, NBC, and ABC all came together to try to keep CNN from covering the White House. You’ve felt the impact over the past two years, as you saw little news from ABC, CBS, NBC, MSNBC, Fox, or CNN on the FCC’s actions. In early 2003, the Pew Research Center found that 72 percent of Americans had heard “nothing at all” about the proposed FCC rule changes. Why? One never knows for sure, but it must have been clear to news directors that the more they covered this issue, the harder it would be for their corporate bosses to get the policy result they wanted.

A few media conglomerates now exercise a near-monopoly over television news. There is always a risk that news organizations can emphasize or ignore stories to serve their corporate purpose. But the risk is far greater when there are no independent competitors to air the side of the story the corporation wants to ignore.

More consolidation has often meant more news-sharing. But closing bureaus and downsizing staff have more than economic consequences. A smaller press is less capable of holding our leaders accountable. When Viacom merged two news stations it owned in Los Angeles, reports The American Journalism Review, “field reporters began carrying microphones labeled KCBS on one side and KCAL on the other.” This was no accident. As the Viacom executive in charge told The Los Angeles Business Journal: “In this duopoly, we should

be able to control the news in the marketplace.”

This ability to control the news is especially worrisome when a large media organization is itself the subject of a news story. Disney’s boss, after buying ABC in 1995, was quoted in LA Weekly as saying, “I would prefer ABC not cover Disney.” A few days later, ABC killed a “20/20” story critical of the parent company.

But networks have also been compromised when it comes to non-news programs which involve their corporate parent’s business interests. General Electric subsidiary NBC Sports raised eyebrows by apologizing to the Chinese government for Bob Costas’s reference to China’s “problems with human rights” during a telecast of the Atlanta Olympic Games. China, of course, is a huge market for GE products.

Consolidation has given big media companies new power over what is said not just on the air, but off it as well. Cumulus Media banned the Dixie Chicks on its 42 country music stations for 30 days after lead singer Natalie Maines criticized President Bush for the war in Iraq. It’s hard to imagine Cumulus would have been so bold if its listeners had more of a choice in country music stations. And Disney recently provoked an uproar when it prevented its subsidiary Miramax from distributing Michael Moore’s film Fahrenheit 9/11. As a senior Disney executive told The New York Times: “It’s not in the interest of any major corporation to be dragged into a highly charged partisan political battle.” Follow the logic, and you can see what lies ahead: If the only media companies are major corporations, controversial and dissenting views may not be aired at all.

Naturally, corporations say they would never suppress speech. But it’s not their intentions that matter; it’s their capabilities. Consolidation gives them more power to tilt the news and cut important ideas out of the public debate. And it’s precisely that power that the rules should prevent.

Independents’ day

This is a fight about freedom–the freedom of independent entrepreneurs to start and run a media business, and the freedom of citizens to get news, information, and entertainment from a wide variety of sources, at least some of which are truly independent and not run by people facing the pressure of quarterly earnings reports. No one should underestimate the danger. Big media companies want to eliminate all ownership limits. With the removal of these limits, immense media power will pass into the hands of a very few corporations and individuals.

What will programming be like when it’s produced for no other purpose than profit? What will news be like when there are no independent news organizations to go after stories the big corporations avoid? Who really wants to find out? Safeguarding the welfare of the public cannot be the first concern of a large publicly traded media company. Its job is to seek profits. But if the government writes the rules in a way that encourages the entry into the market of entrepreneurs–men and women with big dreams, new ideas, and a willingness to take long-term risks–the economy will be stronger, and the country will be better off.

I freely admit: When I was in the media business, especially after the federal government changed the rules to favor large companies, I tried to sweep the board, and I came within one move of owning every link up and down the media chain. Yet I felt then, as I do now, that the government was not doing its job. The role of the government ought to be like the role of a referee in boxing, keeping the big guys from killing the little guys. If the little guy gets knocked down, the referee should send the big guy to his corner, count the little guy out, and then help him back up. But today the government has cast down its duty, and media competition is less like boxing and more like professional wrestling: The wrestler and the referee are both kicking the guy on the canvas.

At this late stage, media companies have grown so large and powerful, and their dominance has become so detrimental to the survival of small, emerging

companies, that there remains only one alternative: bust up the big conglomerates. We’ve done this before: to the railroad trusts in the first part of the 20th century, to Ma Bell more recently. Indeed, big media itself was cut down to size in the 1970s, and a period of staggering innovation and growth followed. Breaking up the reconstituted media conglomerates may seem like an impossible task when their grip on the policy-making process in Washington seems so sure. But the public’s broad and bipartisan rebellion against the FCC’s pro-consolidation decisions suggests something different. Politically, big media may again be on the wrong side of history–and up against a country unwilling to lose its independents.

Ted Turner

Ted Turner is founder of CNN and chairman of Turner Enterprises.

__MACOSX/New AP 2/Sources/._4 My Beef With Big Media.pdf

New AP 2/Sources/3 The Way We Eat Now.pdf

Nutrition.final 4/12/04 12:50 PM Page 50

L ast year, Morgan Spurlock decided to eat all

his meals at McDonald’s for a month. For 30

straight days, everything he took in—breakfast,

lunch, dinner, even his bottled water—came

from McDonald’s. Spurlock recorded the results

on camera for his film Super Size Me, which won

the Best Director prize for documentaries at this

year’s Sundance Film Festival. Super Size Me is

also a kind of shock/horror movie, as viewers see

the 33-year-old Spurlock’s physical condition

collapse, day by day. “My body just basically falls apart over the

course of this diet,” Spurlock told Newsweek. “I start to get tired, I

start to get headaches; my liver basically starts to fill up with fat

because there’s so much fat and sugar in this food. My blood

sugar skyrockets, my cholesterol goes up o≠ the charts, my blood

pressure becomes completely unmanageable. The doctors were

like, ‘You have to stop.’” In one month on the fast-food regime, he

gained 25 pounds.

Spurlock’s total immersion in fast food was a one-subject re-

search study, and his body’s response a warning about the way

we eat now. “Super Size Me” could be a credo for the United

States, where people, like their automobiles, have become gar-

gantuan. “SUVs, big homes, penis enlargement,

breast enlargement, bulking up with steroids—

it’s a context of everything getting bigger,”

says K. Dun Gi≠ord ’60, LL.B. ’66,

president of the Oldways

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nge Trust, a nonprofit organization specializing in food, diet,

nutrition education.

verywhere in the world, the richest people build the biggest

es, but as the world’s wealthiest nation, the United States is

building the biggest bodies. It’s hardly cause for patriotic

e. “We’re leading a race we shouldn’t want to win,” says as-

ate professor of pediatrics David Ludwig. Many foreigners

ady view Americans as rich, greedy over-consumers, stu∞ng

selves with far more than their share of the planet’s re-

rces, and obese American travelers waddling

ugh international airports and hotel lobbies

reinforce that image. Yet our fat problem is be-

ing a global one as food corporations export

sugary, salty, fatty diet: Beijing has more than a

dred McDonald’s franchises, which advertise

price the same food in the same way, and

h the same level of success.

ent bodies collide with modern echnology to produce a flabby,

disease-ridden populace. by CRAIG LAMBERT

Nutrition.final 4/8/04 11:35 AM Page 51

Two-thirds of American adults are overweight, and half of

these are obese. (Overweight means having a body mass index,

or BMI, of 25 or greater, obese, 30 or greater: to calculate BMI, a

widely used measure, take the square of your height in inches

and then divide your weight, in pounds, by that number; then

multiply the result by 703. Or calculate it on-line at www.-

cdc.gov/nccdphp/dnpa/bmi/calc-bmi.htm.) Even adults in the

upper end of the “normal” range, who have BMIs of 22 to 24,

would generally live longer if they lost some fat; add in these

people and it appears that “up to 80 percent of American adults

should weigh less than they do,” says Walter C. Willett, M.D.,

D.P.H. ’80, Stare professor of epidemiology and nutrition at the

School of Public Health.

The epidemic of obesity is a vast and growing public health

problem. “Weight sits like a spider at the center of an intricate,

tangled web of health and disease,” writes Willett in Eat, Drink, and Be Healthy: The Harvard Medical School Guide to Healthy Eating, arguably

the best and most scientifically sound book on nutrition for the

general public. He notes that three aspects of weight—BMI, waist

size, and weight gained after one’s early twenties—are linked to

chances of having or dying from heart disease, strokes and other

cardiovascular diseases, diabetes, and several types of cancer, plus

su≠ering from arthritis, infertility, gallstones,

asthma, and even snoring. “Weight is

much more important than serum

cholesterol,” Willett asserts; as a

cause of premature, preventable

deaths, he adds, excess weight

and obesity rank a very close

second to smoking, partly be-

cause there are twice as many

fat people as smokers. In fact,

since smokers tend to be leaner,

the decrease in smoking preva-

lence has actually swelled the

ranks of the fat.

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shing speed. After tens of thousands of generations of human

ution, flab has become widespread only in the past 50 years,

waistlines have ballooned exponentially in the last two

ades. In 1980, 46 percent of U.S. adults were overweight; by

0, the figure was 64.5 percent: nearly a 1 percent annual in-

se in the ranks of the fat. At this rate, by 2040, 100 percent of

erican adults will be overweight and “it may happen more

kly,” says John Foreyt of Baylor College of Medicine, who

ke at a conference organized by Gi≠ord’s Oldways group in

3. Foreyt noted that, 20 years ago, he rarely saw 300-pound

ents; now they are common. Childhood obesity, also once

, has mushroomed: 15 percent of children between ages six

19 are now overweight, and even 10 percent of those between

and five. “This may be the first generation of children who

die before their parents,” Foreyt says.

styles of the Rich and Gluttonous eight gain, loss, and regulation are mar-

velously complex, but certain simple principles stand

out. Like CICO: calories in, calories out. When the

human body takes in more energy than it expends, it

es the excess as fat. Today, Americans eat 200 calories more

energy per day than they did 10 years ago; that alone would

20 pounds annually to one’s bulk. All demographic segments

fattening up, but the growth in adipose tissue isn’t random.

e highly educated have only half the level of obesity of those

h lower education,” Willett says. A recent paper in the Ameri- Journal of Clinical Nutrition argued that the poor tend toward

ter obesity because eating energy-dense, highly palatable,

ed foods is cheaper per calorie consumed than buying fish

fresh fruits and vegetables. At the Oldways conference,

eyt noted that 80 percent of African-American females are

weight, and that Hispanic women were the second-heaviest

up. “The last to fatten will be rich white women,” he ob-

ed.

ne explanation for our slide into overconsumption is that

character of modern Americans is somehow inherently

k and we are incapable of discipline,” says Ludwig. “The food

stry would love to explain obesity as a problem of personal

esponsibility, since it takes the onus o≠ them for marketing

fast food, soft drinks, and other high-calorie, low-quality

products.”

Personal responsibility surely does play a

role, but we also live in a “toxic environment”

that in many ways discourages healthy

eating, says Ludwig. “There’s the in-

Nutrition.final 4/8/04 11:35 AM Page 52

cessant advertising and marketing of the poorest quality foods

imaginable. To address this epidemic, you’d want to make

healthful foods widely available, inexpensive, and convenient,

and unhealthful foods relatively less so. Instead, we’ve done the

opposite.”

Never in human experience has food been available in the stag-

gering profusion seen in North America today. We are awash in

edibles shipped in from around the planet; seasonality has

largely disappeared. Food obtrudes itself constantly, seductively,

into our lives—on sidewalks, in airplanes, at gas stations and

movie theaters. “Caloric intake is directly related to gross na-

tional product per capita,” says Moore professor of biological an-

thropology Richard Wrangham. “It’s very di∞cult to resist the

temptation to take in more calories if they are available. People

keep regarding it as an American problem, but it’s a global prob-

lem as countries get richer.” Still, the lavish banquet’s first seat-

ing is right here in the United States of America.

“The French explanation for why Americans are so big is sim-

ple,” said Jody Adams, chef/partner of Rialto, a restaurant in

Harvard Square, speaking at the Oldways conference. “We eat

lots of sugar, and we eat between meals. In France, no one gets

so fat as to sue the restaurant!” Indeed, the national response to

our glut of comestibles is apparently to eat only one meal a

day—all day long. We eat everywhere and at all times: at work,

at play, and in transit. “Japanese cars—the ones sold in Japan—

don’t have drink holders,” New York Times health columnist Jane

Brody said at the Oldways conference. “The Japanese don’t eat

and drink in their cars.”

Steven Gortmaker, professor of society, human development,

and health at the School of Public Health, observes that the con-

venience-food culture is so ubiquitous that even conscientious

parents have trouble steering their children away from junk food.

“You let your kids go on a ‘play date,’” says the father of two,

“and they come home and say, ‘We went to Burger King for

lunch.’” (He notes that on any given day, 30 percent of American

children aged four to 19 eat fast food, and older and wealthier

ones eat even more. Overall, 7 percent of the U.S. population vis-

its McDonald’s each day, and 20 to 25 percent eat in some kind of

fast-food restaurant.) But taking the family to McDonald’s for,

say, Chicken McNuggets, French fries, and a sugar-sweetened

beverage—a meal loaded with calories, salt, trans fats (the most

unhealthy, artery-clogging fats of all, typified in “partially hydro-

genated” oils), fried foods, starch, and sugar—makes Gortmaker

shake his head. “I can’t imagine a worse meal for kids,” he says.

“They call this a ‘Happy Meal’?”

Humans can eat convenient, refined, highly processed food

with great speed, enabling them to consume an astonishing

caloric load—literally thousands of calories—in minutes. Gort-

maker, Ludwig, and colleagues did research comparing caloric

intake on days when children ate in a fast-food restaurant to

days when they did not; they soaked up 126 calories more on fast-

food days, which could translate into a weight gain of 13 pounds

per year on fast food alone.

Pumping up portion size makes good business sense, because

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52 May - June 2004

t of ingredients like sugar and water for a carbonated

rivial, and customers perceive the larger amount as deliv-

eater value. “When you have calories that are incredibly

n a culture where ‘bigger is better,’ that’s a dangerous

ation,” says Walter Willett. “The French aren’t so inter-

the amount of food; they are more concerned with its

But feeling stu≠ed and loosening your belt has high value

ican culture. We eat as if every meal is a festival.” Willet

eeing neighboring French and German restaurants on a

Basel, Switzerland, several years ago. “The German

nt was piling big mountains of sausages and potatoes on

es,” he says. “The French place had a delicately broiled

d three beautifully presented spears of asparagus. In the

States we have adopted the mainstream Anglo-German

ulture: lots of meat and potatoes.”

ermore, “Portion sizes have increased dramatically since

s,” says Beatrice Lorge Rogers ’68, professor of economics

d policy at Tufts University’s Friedman School of Nutri-

ence and Policy. For proof, consider a 1950s advertising

Pepsi-Cola hits the spot/12 full ounces, that’s a lot.” Well,

a lot any more. For decades, 12 ounces (itself a move up

rlier 6.5- and 10-ounce bottles) was the standard serving

soft drinks. But since the 1970s, soft drink bottles have

o 20 and 24 ounces; today, even one-liter (33.8 ounce) bot-

marketed as “single servings.” It doesn’t stop there. The

venience store chain o≠ers a Double Gulp cup filled with

es of ice and soda: a half-gallon “serving.” Surely, the 128-

allon Guzzle is on the horizon.

chnology of Appetite oft drinks are becoming America’s favorite breakfast

beverage, and specialty sandwiches and burritos for break- fast are fast-growing items, part of the trend toward eat-

ing out for all meals. The restaurant industry—which em-

million workers (second only to government) and has

d sales of $440.1 billion this year, according to its national

ion—ranks among the nation’s largest businesses. Today,

ns spend 49 cents of every food dollar on food eaten out-

home, where, according to Rogers, they consume 30 per-

their calories. That includes take-out food (which some

the restaurant industry now style as “home meal replace-

represents a drastic change from the 1950s, when people

ore of their meals at home, with their families, and at a

pace. “A hundred years ago there was no such thing as a

ood—nothing you could pop open and overeat,” says

Katzen, author of The Moosewood Cookbook and many oth-

a consultant to Harvard Dining Services. “There were

ts. Things took a long time to cook, and a meal was the

f someone’s labor.”

950s were also an era in which the kitchen—not the tele-

oom—was the heart of the home. “In some ways, you can

sity as the tip of the iceberg, sitting on top of huge soci-

ues,” says Willett. “There are enormous pressures on

sity epidemic is television. “The tween smoking and lung cancer.”

Nutrition.final 4/8/04 11:36 AM Page 53

homes with both the husband

and wife in the work force. One

reason things need to be fast is

that Mom is not at home prepar-

ing meals and waiting for the

kids to come home from school

any more. She is out there in the

o∞ce all day, commuting home,

and maybe working extra hours

at night. This means heating

something in the microwave or

hitting the drive-through at Mc-

Donald’s. There really is a time

issue—people do have less time.

Yet, look at the number of hours

spent watching television. Some-

how we’ve lost an element of cre-

ativity and control over our lives.

All too many people have become

passive.”

Technology may have en-

trenched that passivity, while

making food preparation easier

and faster. Three Harvard econo-

mists, professors of economics

Edward Glaeser and David Cut-

ler, and graduate student Jesse

Shapiro, argued in a recent paper

that improved technology has

cut the time needed to prepare

food, allowing us to eat more

conveniently. For example, in

1978, they note, only 8 percent of

homes had microwave ovens, but

83 percent do today. Food that

once took hours to prepare is

now “nuked” in minutes.

Technology can also change

what we eat. Potatoes used to be

baked, boiled, or mashed; the

labor involved in peeling, cutting,

and cooking French fries meant

that few home cooks served

them, the economists point out.

But now factories prepare pota-

toes for frying and ship them to

fast-food outlets or freeze them

for microwave cooking at home.

Americans ate 30 percent more potatoes between 1977 and 1995,

most of that increase coming in the form of French fries and

potato chips. In general, technology has enabled the food indus-

try to do more of the work of preparing and cooking what we

eat, increasing the proportion of processed victuals in the na-

tion’s diet. Frequently, processing also folds in more ingredients;

russet potatoes, for example, contain no added salt or oil, though

most potato chips do.

But the most powerful technology driving the obesity epi-

demic is television. “The best single behavioral predictor of obe-

sity in children and adults is the amount of television viewing,”

Dun Gifford tosses a tomato am Foundation recommends for heal

Po r t r a i t s b y J i m H a r r i s o n

says the School of Public Health’s Gortmaker. “The relationship

is nearly as strong as what you see between smoking and lung

cancer. Everybody thinks it’s because TV watching is sedentary,

you’re just sitting there for hours—but that’s only about one-

third of the e≠ect. Our guesstimate is that two-thirds is the ef-

fect of advertising in changing what you eat.” Willett asserts,

“You can’t expect three- and four-year-olds to make decisions

about the long-term consequences of their food choices. But

every year they are subjected to intensive and increasingly pol-

ished messages promoting foods that are almost entirely junk.”

(Furthermore, in some future year when the Internet merges

id Mediterranean staples like pasta and olive oil—which his Oldways thy eating—at Formaggio Kitchen, a specialty food store in Cambridge.

Harvard Magazine 53

Nutrition.final 4/12/04 10:53 AM Page 54

with broadband cable TV, advertisers will be able to target their

messages far more precisely. “It won’t be just to kids,” Gortmaker

says. “It’ll be to your kid.”)

Within our laissez-faire system of food supply, the food ven-

dors’ actions aren’t illegal, or even inherently immoral. “The food

industry’s major objective is to get us to intake more food,” says

Gortmaker. “And the TV industry’s objective is to get us to

watch more television, to be sedentary. Advertising is the action

that keeps them both successful. So you’ve got two huge indus-

tries being successful at what they are supposed to do: creating

more intake and less activity. And since larger people require

more food energy just to sustain themselves, the food industry is

growing a larger market for itself.”

That industry spends billions of dollars on research, says Wil-

lett. “They have carefully researched the exact levels of sweet-

ness and saltiness that will make every food as attractive as pos-

sible,” he explains. “Each company is putting out its bait, trying

to make it more attractive than its competitors. Food industry

science is getting better, more refined, and more powerful as we

go along. They do good science—they don’t throw their money

down the drain. What we spend on nutrition education is only

in the tens of millions of dollars annually. There’s a huge imbal-

ance, and it tips more and more in favor of the food industry

every year. Food executives like to say, ‘Just educate the con-

sumer—when they create the demand for healthier food, we’ll

supply it!’ That’s a bit disingenuous when you consider that they

are already spending billions to ‘educate’ consumers.”

Motionless America

T he old order amish of Ontario, Canada, have escaped

much of that advertising, and the TV viewing as well.

They have an obesity rate of 4 percent, less than one-sev-

enth the U.S. norm. Yet the Amish eat heartily, and not

all health food: pancakes, ham, cake, and milk—but also ample

amounts of fresh fruits and vegetables. It seems that the secret to

the “Amish paradox” is their low-technology lifestyle, which en-

tails vastly more physical activity than its modern correlate.

David R. Bassett, a professor of exercise science at the University

of Tennessee, gave pedometers to 98 of these Amish adults and

found that the men averaged 18,000 steps per day, the women

14,000—about nine miles and seven miles, respectively. The

Amish men averaged 10 hours a week of vigorous activities like

shoveling or tossing bales of hay (women, 3.5 hours) and 43 hours

of moderate exertion like gardening or doing laundry (women,

39 hours).

“The Amish are not freaks,” says professor of anthropology

Daniel Lieberman, a skeletal biologist. “They are just anachro-

nisms. Human beings are adapted for endurance exercise. We

evolved to be long-distance runners—running a marathon is not

a freak activity. We can outrun just about any other crea-

ture.”

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I l l u s t r a t i o n s b y C h r i s t o p h e r B i n g

n on Earth, for the first couple of million years of our

s’ evolution—99.5 percent of the human experience—all

e sustained themselves by hunting animals and gathering

rom wild plants. Agriculture arose only 10,000 to 12,000

ago, permitting more stable settlements and food supplies.

r-gatherers spend much of every day traveling: “Who ever

of a sedentary hunter-gatherer?” asks Lieberman, laughing.

e were a few sedentary hunter-gatherers, he notes—in the

c Northwest where salmon ran plentifully.) But although

ns are designed to be highly active, the chronic ailments of

tary life and obesity, like diabetes and heart disease, typi-

turn fatal only when people are past reproductive age.

natural selection doesn’t weed out couch potatoes.

ce the Industrial Revolution, and particularly in the last

entury, technology has enabled us to conduct an increas-

mmobile daily life. In Benjamin Franklin’s time, virtually all

cans were farmers. Even a century later, before the inven-

f the automobile, many farmed or at least used their bodies

usly every day. Walter Willett’s family has been involved in

farming in Michigan for many generations, and he himself

4-H member who grew award-winning vegetables as a

man. “At higher levels of activity, people seem to balance

aloric intake and expenditure extremely well,” he says. “If

andparents were farmers, they were moving all day long—

gging for an hour, but staying active eight to 12 hours a day.

ally, I’m very active myself, probably in the upper 5 percent,

still very inactive compared with my grandfather.

e way we do our work has changed, and so has the way we

our leisure time,” he continues. “The average number of

sion hours watched per week is close to a full-time job!

e used to go for walks and visit their neighbors. Much of

gone as well.” Not only do many adults spend their work

n front of computer screens, but the design of public spaces

e their o∞ces eliminates physical activity. In skyscrapers,

ten hard to find the stairs; electronic sensors in public

oms are eliminating even the most minimal actions of

ng toilets or turning faucets on and o≠.

es are designed for automobiles, not for healthier ways of

g about like walking or bicycling. “In fact, we’ve made it

rous and unattractive to do so,” says Willett, recalling a

osium on urban environments that the School of Public

held with the Graduate School of Design: “For the archi-

designing spaces to encourage physical activity wasn’t even

table.” (Even so, cities tend to have lower rates of obesity

uburbs or rural areas. Few

nts of Manhattan, for

hey ride to school on a ol backpacks on wheels because we

Nutrition.final 4/8/04 11:37 AM Page 55

example, own cars. The density of the urban landscape allows

one to walk to the drug store, subway, or dry cleaner.)

Furthermore, modern children “don’t have to forage or walk

long distances,” says Lieberman. “Kids today sit in front of a TV

or computer. They ride to school on a school bus. We even have

them rolling their school backpacks on wheels because we are

afraid of them overloading their backbones.”

In sum, we no longer live like hunter-gatherers, but we still

have hunter-gatherer genes. Humans evolved in a state of cease-

less physical activity; they ate seasonally, since there was no

other choice; and frequently there was nothing to eat at all. To

get through hard winters and famines, the human body evolved a

brilliant mechanism of storing energy in fat cells. The problem,

for most of humanity’s time on Earth, has been a scarcity of calo-

ries, not a surfeit. Our fat-storage mechanism worked beautifully

until 50 to 100 years ago. But since then, “The speed of environ-

mental change has far surpassed our ability to adapt,” says Dun

Gi≠ord of Oldways. Our bodies were not designed to handle so

much caloric input and so little energy outflow. “There are many

forces,” Willett says, “and all are pushing in the wrong direction

simultaneously.”

Darwinian Dietetics

D ifferent scholars and popular writers have argued

that human beings have “evolved” to be carnivores, her-

bivores, frugivores, or omnivores, but anthropologist

Richard Wrangham says we are “cookivores,”

grinning at the neologism. “We evolved to eat

cooked foods,” he declares. “Raw food eating is

never practiced systematically anywhere

in the world.”

Wrangham spent fours years

trying to disprove that last

statement in a global in-

vestigation of current

and historical cultures.

He looked for the most ex-

treme examples of people eat-

ing a pure raw-food diet, but

failed to find any, “except for people

in urban settings who were philosophi-

cally committed to

raw food,” he

says. O

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ho had access to food of “astonishingly high quality” rela-

wild raw foods, says Wrangham. Nonetheless, 25 percent

group was chronically underweight, and 50 percent of the

s “were so low in energy that they stopped having men-

periods,” he says. So even under exceptionally good condi-

of superb year-round food availability, people had low

y and were “biologically incapable of appropriate repro-

n, ” says Wrangham. From an evolutionary point of view,

ty gets you bounced from the gene pool.

genus Homo appeared about two million years ago, and

the most skeptical archaeologist” will agree that fire was

controlled in southern Europe between 300,000 and

0 years ago, says Wrangham. Sound evidence of fireplaces

from 380,000 years ago exists, for example, at Terra Amata

nce, near Nice; other sites have earth ovens dug into cave

. “Many regard this as the first evidence of cooking,” he

but to me, this is rather sophisticated stu≠, and is probably

rliest evidence we have of something that very likely was

on before.”

angham takes an extreme position: he

lates that cooking food over fires

by about 1.6 million years ago, and

n innovation so important that it al-

the evolution of Homo erectus, the

t hominid to resemble modern hu-

ns (see “Primal Kitchens,” Novem-

-December 2000, page 13). “Cooking

bled these animals—the very earliest

s—to acquire their food more e∞ciently and

more of it,” he says. “A principal reason was

made food softer.”

ter food has many implications. Imagine

a nonhuman, raw-food-eating primate

chimpanzee consumes in one day. “It’s a

big pile of leaves, seeds, and roots,”

gham explains, gesturing with his

to suggest a mound the size of a

shrub. Humans, with generally

r bodies, nonetheless fuel

themselves with a far

Nutrition.final 4/8/04 11:38 AM Page 56

smaller volume of food. “Compared with other primates, we are

evolved to eat foods of high caloric density—meats, roots, seeds,”

he says. Cooking makes this possible by changing the brittleness

of collagen fiber, softening it and making meat far easier to chew.

“People who think that meat dominated the diet of early Homo may well be right,” he says, “but they would have to have spent

five hours a day just chewing. Raw meat is very hard to chew,

and presumably raw wild meat is even harder.”

Consider again the chimpanzees, who spend as much time eat-

ing as one would expect for primates of their size and weight

(100 to 120 pounds). “In primates, there’s a nice relation between

body weight and the amount of time spent eating,” Wrangham

explains. Chimps spend about six hours a day chewing. Humans,

who typically weigh more than chimpanzees, should theoreti-

cally eat more and spend even more time at it. Instead, data from

15 cross-cultural studies indicate that on average, human beings

spend about one hour a day chewing food.

Chimps’ jaws and teeth are bigger than ours, and they like to

eat meat—they will work hard to get it—“but they can’t chew

meat at all fast,” Wrangham says. “The rate at which they chew

and swallow meat is equivalent to the way they eat fruits: 300 to

400 calories per hour.” In contrast, humans eating cooked, soft-

ened food of high caloric density can take in 2,000 calories during

their daily hour of chewing and swallowing.

Cooking might be considered the first food-processing tech-

nology, and like its successors, it has had profound e≠ects on the

human body, as in the growth of bones. Various signals influence

human growth; some come from genes, and others come from the

environment, particularly for the musculo-skeletal system, whose

job is engaging with the environment. Less chewing of cooked

food, for example, has altered the anatomy of our skulls, jaws,

faces, and teeth. “Chewing is a major activity that involves mus-

cular forces,” says skeletal biologist Daniel Lieberman. “It has in-

credible e≠ects on how the skull grows.” Chewing can transform

anatomy rather quickly; in one study, in which Lieberman fed

pigs a diet of softened food, in a matter of months their skulls de-

veloped shorter and narrower dimensions and their snouts devel-

oped thinner bones than those of pigs eating a hard-food diet.

The same thing happens with human beings. “Since the begin-

ning of the fossil record, humans have become much more

gracile,” Lieberman says. “Our bones have become thinner, our

faces smaller, and our teeth smaller—especially permanent

teeth—although we have the same number of teeth. More re-

cently, with the Industrial Revolution, people have become more

sedentary; they interact with their environment in a less forceful

way. We load our bones less and the bones become thinner. Os-

teoporosis is a disease of industrialism.”

In today’s world, where we not only cook but eat a great deal

of processed food that has been ground up before it reaches our

mouths, we don’t generate as much force when chewing. In fact,

for millennia human food has been growing less tough, fibrous,

and hard. “The size of the human face has gotten about 12 per-

cent smaller since the Paleolithic,” Lieberman says, “particularly

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Cooking might be considered the first food-p successors, it has had profound effects on the hu

56 May - June 2004

d the oral cavity, due to the e≠ects of mechanical loading

e size of the face. Fourteen thousand years ago, a much

proportion of the face was between the bottom of the jaw

he nostrils.” The size of teeth has not decreased as fast (ge-

factors control more of their variation); hence, modern

are actually too big for our mouths—wisdom teeth become

ted and require extraction.

health hazards of sedentary life seem like an adult prob-

ut actually, the skeletal system is most responsive to load-

hen it is immature. There is only one window for accumu-

bone mass—during the first two decades of life. “Peak bone

occurs at the end of adolescence,” Lieberman explains, “and

se bone steadily thereafter. Kids who are active grow more

t bones. If you’re sedentary as a juvenile, you don’t grow as

bone mass—so as you get older and lose bone mass, you

below the threshold for osteoporosis.” Furthermore, females

teoporosis more readily than men because they start with

dult bone mass; as life spans lengthen, says research fellow

l biology Jennifer Sacheck, of Harvard Medical School, older

ill also begin showing symptoms of osteoporosis.

ight-bearing exercise only slows the rate of bone loss for

s; pre-adolescent bone growth is far more important to

term skeletal strength. Hence, the sedentary lifestyles of

’s youngsters—and the cutbacks on school physical-educa-

rograms—may be sowing the seeds of widespread skeletal

down as their cohort matures.

t Tooth Bites the Hand That Feeds It he dramatic upsurge in consumption of carbonated

soft drinks, paired with the simultaneous decline in milk

drinking, may also weaken future bones. Both milk (lac-

tose) and soda (sucrose, fructose) are sweet, but soda is

er, and today’s consumers are hooked on sugar. “We proba-

olved our sense of sweetness to detect subtle amounts of

hydrates in foods, because they provide energy,” says Wal-

illett. “But now the expectations of sweetness have been

eted up. A product is not deemed attractive if it is not as

as its competitor.” Sugars added to foods made up 11 per-

f the calories in American diets in the late 1970s; today they

percent.

mans did not always have such a sweet tooth. Our hor-

s and metabolism have remained essentially unchanged for

ast 100,000 years, 90,000 of which were spent as hunter-

rers. Grains, the source of products such as bread, baked

, and corn syrup, did not become plentiful in the human

ntil the establishment of agriculture.

th agriculture, human health declined, says Lieberman,

because farming is such hard work, and partly because it

s higher population densities, in which infection spreads

easily. “There was more disease, a decrease in body size,

r mortality rates among juveniles, and more stress lines in

and teeth,” Lieberman says. Cultivating grain also allowed

rs to space their children more closely. Hunter-gatherers

rocessing technology, and like its man body, as in the growth of bones.

Harvard Magazine 57

Nutrition.final 4/8/04 11:38 AM Page 57

have long intervals between births, because they do not wean

children until age four or five, when teeth are ready to chew hard

foods. (“You can’t feed babies beef jerky,” jokes Lieberman.)

Farmers, however, can make gruel—a high-calorie mush of roots

or grains like millet, taro, or oats that doesn’t require chewing—

and wean children much sooner.

So grain farming allowed bigger families and has changed the

human situation in endless ways. But while people have eaten

grains for a hundred centuries, until the last half-century, most

grains consumed were not heavily processed. “In the last 50

years, the extent of processing has increased so much that pre-

pared breakfast cereals—even without added sugar—act exactly

like sugar itself,” says pediatrics specialist David Ludwig. ”As far

as our hormones and metabolism are concerned, there’s no

di≠erence between a bowl of unsweetened corn flakes and a

bowl of table sugar. Starch is 100 percent glucose [table sugar is

half glucose, half fructose] and our bodies can digest it into sugar

instantly.

“We are not adapted to handle fast-acting carbohydrates,”

Ludwig continues. “Glucose is the gold standard of energy me-

tabolism. The brain is exquisitely dependent on having a contin-

uous supply of glucose: too low a glucose level poses an immedi-

ate threat to survival. [But] too high a level causes damage to

tissues, as with diabetes. The body is designed to keep blood glu-

cose within a tight range, and it does this beautifully, even with

extreme nutrient ratios: we can survive indefinitely on a diet of

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Surrounded by bits of primate anatomy, Richard Wrangham holds the skull of

ent carbohydrates and 20 percent fat, or 20 percent carbo-

es and 60 percent fat. But we never [before] had to assimi-

eavy dose of high-glycemic carbohydrates.”

981, David Jenkins, a professor of nutrition at the Univer-

Toronto, led a team that tested various foods to determine

were best for diabetics. They developed a “glycemic index”

nked foods from 0 to 100, depending on how rapidly the

urned them into glucose. This work overturned some es-

ed bromides, such as the distinction between “simple” and

ex” carbohydrates: a baked russet potato, for example, tra-

lly defined as a complex carbohydrate, has a glycemic rat-

5 (± 12; studies vary) whereas a 12-ounce can of Coca-Cola

s on some glycemic indices at 63.

g high-glycemic foods dumps large amounts of glucose

ly into the bloodstream, triggering the pancreas to secrete

, the hormone that allows glucose to enter the body’s cells

tabolism or storage. The pancreas over-responds to the

n glucose—a more rapid rise than a hunter-gatherer’s

tream was likely to encounter—and secretes lots of in-

ut while high-glycemic foods raise blood sugar quickly,

lso leave the gastrointestinal tract quickly,” Ludwig ex-

“The plug gets pulled.” With so much insulin circulating,

sugar plummets. This triggers a second wave of hor-

including stress hormones like epinephrine. “The body

n the emergency brakes,” says Ludwig. “It releases any

fuels—the liver starts releasing glucose. This raises blood

a chimpanzee. Note the size of the chimp’s jaws and teeth.

Nutrition.final 4/8/04 11:39 AM Page 58

sugar back into the normal range, but at a cost to the body.”

One cost, documented by studies at the School of Public

Health, is that going through this kind of physiologic stress three

to five times per day doubles the risk of heart attacks. Another

cost is excess hunger. The precipitous drop in blood sugar trig-

gers primal mechanisms in the brain: “The brain thinks the body

is starving,” Ludwig explains. “It doesn’t care about the 30

pounds of fat socked away, so it sends you to the refrigerator to

get a quick fix, like a can of soda.”

Glycemic spikes may underlie Ludwig and Gortmaker’s

finding, published in the Lancet two years ago, that each addi-

tional daily serving of a sugar-sweetened beverage multiplies the

risk of obesity by 1.6. Some argue that people compensate for such

sugary intake by eating less later on, to balance it out, but Ludwig

asserts, “We don’t compensate well when calories come in liquid

form. The meal has to go through your gut, where the brain gets

satiety signals that slow you down. On the other hand, you could

drink a 64-ounce soft drink before you knew what hit you.”

Since humans can take in large amounts of food in a short

time, “we are adapted to receiving much higher glycemic loads

than other primates,” says Richard Wrangham, speculating that

nonhuman primates may be poor models for research on human

diabetes because they have a di≠erent insulin system. The only

component of the hunter-gatherer diet likely to cause extreme

insulin spikes is honey, which Wrangham feels “is likely to have

been very important, at least seasonally, for our ancestors. Chim-

panzees love honey and modern hunter-gatherers take in

tremendous amounts of it. People have been seen eating as much

as four pounds at a sitting.”

We don’t know how often such honey binges occurred in the

distant past; Ludwig opines that finding a beehive was “a very in-

frequent event” for early humans. What is certain is that hunter-

gatherers never experienced anything like the routine daily glu-

cose-insulin cycles that characterize a modern diet loaded with

refined sugars and starches. Constantly bu≠eted by these insulin

surges, over time the body’s cells develop insulin resistance, a de-

creased response to insulin’s signal to take in glucose. When the

cells slam their doors shut, high levels of glucose keep circulating

in the bloodstream, prompting the pancreas to secrete even more insulin. This syndrome can turn into an endocrine disorder called

hyperinsulinemia that sets the stage for Type II, or adult-onset,

diabetes, which has become epidemic in recent years.

A Chicken in Every Potbelly

I ronically, U.S. government agencies’ attempts to deal with

obesity during the last three decades—encouraging people

to eat less fat and more carbohydrates, for example—actu-

ally may have exacerbated the problem. Take the Depart-

ment of Agriculture’s (USDA) Food Guide Pyramid, first pro-

mulgated in 1992. The pyramid’s diagram of dietary rec-

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What is certain is that hunter-gatherers neve the routine daily glucose-insulin cycles that c with refined sugars and starches. Constantly buf over time the body’s cells develop insulin resista

58 May - June 2004

ndations is a familiar sight on cereal boxes—hardly a coin-

ce, since the guidelines suggest six to 11 servings daily from

bread, cereal, rice, and pasta” group. The USDA recom-

s eating more of these starches than any other category of

Unfortunately, such starches are nearly all high-glycemic

hydrates, which drive obesity, hyperinsulinemia, and Type

betes. “At best, the USDA pyramid o≠ers wishy-washy, sci-

cally unfounded advice on an absolutely vital topic—what

,” writes Willett in Eat, Drink, and Be Healthy. “At worst, the

formation contributes to overweight, poor health, and un-

sary early deaths.”

te that the pyramid comes from the Department of Agricul- ot from an agency charged with promoting health, like the

nal Institutes of Health or the Department of Health and

n Services (DHHS). The USDA essentially promotes and

tes commerce, and its pyramid (currently under revision;

t a new version in 2005) was the focus of intensive lobbying

olitical struggle by agribusinesses in the meat, sugar, dairy,

ereal industries, among others.

d is the most essential of all economic goods. Fifty percent

world’s assets, employment, and consumer expenditures

g to the food system, according to Harvard Business

l’s Ray Goldberg, Mo≠ett professor of agriculture and

ess emeritus. (In the United States, 17 percent of employ-

is in what Goldberg calls the “value-added food chain.”) He

that “7 percent of the farmers produce 80 percent of the

and do it on one-third of the land in cultivation. In the

d States, half the net income of farmers comes from the

nment, in forms like price supports and land set-asides.”

od industry is huge and exerts enormous influence on gov-

ent policy.

nsider the flap that arose after the United Nations’ World

h Organization (WHO) and Food and Agriculture Organi-

issued a report in 2003 recommending guidelines for eat-

improve world nutrition and prevent chronic diseases. In-

of applauding the report, the DHHS issued a 28-page,

y-line critique and tried to get WHO to quash it. WHO

mended that people limit their intake of added sugars to

re than 10 percent of calories eaten, a guideline poorly re-

by the Sugar Association, a trade group that has threat-

to pressure Congress to challenge the United States’ $406

n contribution to WHO.

arly, some food industries have for many years successfully

nced the government in ways that keep the prices of cer-

oods artificially low. David Ludwig questions farm subsi-

f “billions to the lowest-quality foods”—for example,

like corn (“for corn sweeteners and animal feed to make

acs”) and wheat (“refined carbohydrates.”) Meanwhile, the

nment does not subsidize far healthier items like fruits, veg-

s, beans, and nuts. “It’s a perverse

r experienced anything like haracterize a modern diet loaded feted by these insulin surges, nce.

(please turn to page 98)

Nutrition.final 4/12/04 10:57 AM Page 98

situation,” he says. “The foods that are the worst for us have an

artificially low price, and the best foods cost more. This is worse

than a free market: we are creating a mirror-world here.”

Governmental policies like cutting school budgets by drop-

ping physical education programs may also prove to be a false

economy. “Supposedly, in the richest, most powerful nation on

earth, we can’t a≠ord physical-education programs for our kids,”

says Willett. “That’s really obscene. Instead, we’ll be spending

$100 billion on the consequences. We simply have to make these

investments.” Ludwig concurs. “There’s fast food sold in school

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“People tend to eat the same amount of bulk, no matter

what the calories,” says research fellow in cell biology Jennifer

Sacheck of Harvard Medical School. “They’ll fill their plate

with the same amount of food. So if the foods are energy-dense,

they take in more calories, but things that have a lot of water,

air, and fiber in them, like fruits and fresh vegetables, fill you up

more without the caloric load.” Because fat, at nine calories per

gram, is the densest form of food energy we consume, it’s much

easier to overeat on fat. Doing so tends to add body weight

more readily, Sacheck says, “because fat is more e∞ciently

stored.” (Storing 100 calories of protein, for example, takes

nearly twice as much energy as storing 100 calories of fat.)

Not only food bulk, but hormonal response, a≠ects appetite.

The hypothalamus seems to control body weight, triggering

several homeostatic mechanisms to maintain weight at a fixed

“set point.” “A lack of blood sugar stimulates secretion of hor-

mones such as ghrelin [an appetite stimulant] and leptin [an

appetite suppressant] that cascade to trigger a desire to

eat,” Sacheck explains. “If you lose fat, leptin decreases

and ghrelin increases, causing you to eat more—and

you gain weight back. The body equilibrates. Hor-

mones like leptin regulate the set point.”

The set point is linked to one’s basal metabolic

rate (BMR)—the number of calories needed to

maintain life in a resting individual. The brain’s

continuous demand for glucose accounts for

20 to 21 percent of our BMR, Sacheck ex-

plains; the liver takes up another 21 per-

cent; the heart and kidneys each absorb

nearly 10 percent; and digestion ac-

counts for 7 to 10 percent of the BMR.

Physical activity can account for 10

to 30 percent of calories burned

daily, while BMR takes up 70

percent or more. Since BMR

increases with lean body

mass, activities that build

and tone muscle will burn

more calories and per-

haps lower one’s set

point as well.

Inner Wisdom

THE WAY WE EAT NOW (continued from page 58)

Da calcium

(1-2 tim

Fish, poultry, eggs (0-2 time

Nuts (1-3 ti

Vegetables (in abundance)

Whole grain foods (at most meals)

Red meat, butter

Potato carbo

(use sparingly)

��

Daily ex98 May - June 2004

rias, soft drinks and candies in school vending machines,

dvertising in classrooms on Channel One. Meanwhile there

tbacks in physical education, as if it were a luxury. What

nce daily and mandatory is now infrequent and optional.”

g the Edible Complex he food industry itself has begun to make certain in-

vestments in the direction of healthier eating. “In the

future, I see a convergence between food and health,” says

Goldberg. “The food industry has been warned of the

lash that could hit them, like it did tobacco.” He suggests

the food industry will become more responsive to con-

rs’ health concerns regarding issues like bioengineered in-

ents in foodstu≠s. People “want a diversity of sources for

food, and traceability of sources,” he says. “The bar code will

e a vehicle not just for pricing, but for describing and list-

gredients.”

en fast-food chains are changing; in the past year, they re-

d a 16 percent growth in servings of main-dish salads. Wil-

es no reason why healthy eating should not be as delicious

ttractive as junk food, and the franchisers may be headed

way as well. McDonald’s is currently testing an adult meal

ncludes a pedometer and “Step With It” booklet along with

ntrée salad. In its kids’ meals, Wendy’s is trying out fruit

with melon slices instead of French fries. Yogurt manufac-

Stonyfield Farm has launched a chain of healthful fast-food

urants called O’Naturals. And Dun Gi≠ord has an answer

rents who say, “My kids won’t eat anything but Doritos.” A

er he knows puts out an after-school snack platter of sliced

s, grapes, raisins, nuts, and tangerine sections. “The kids

complain at all,” he says. “Or even notice.”

oritos themselves are getting healthier. Fitness expert Ken-

th Cooper, M.P.H. ’62, founder of the Cooper Aerobics Cen-

er in Dallas, has been working with PepsiCo’s CEO, Steven

S. Reinemund, to develop new products and modify exist-

Not your familiar food pyramid. Walter Willett’s Healthy Eating Pyramid (left), described in his book Eat,

Drink, and Be Healthy, differs from the better known USDA pyramid in several crucial respects. Willett

identifies “daily exercise and weight control,” which the USDA pyramid does not mention, as the very

foundation of sound nutrition. The USDA draws no distinction, as Willett does, between whole-

grain foods and refined (i.e., white) bread, ce- real, rice, and pasta (the USDA recommends

a whopping six to 11 servings per day from this group, in which Willett includes pota-

toes and sweets). Willett also separates healthy fats (mono- and polyunsatu-

rated fats) from unhealthy (saturated and trans fats) ones, whereas the

USDA lumps all fats, oils, and even sweets into a single cate-

gory. In addition, the Healthy Eating Pyramid commends

nuts and legumes, giving them their own tier. It

also suggests multiple vitamins and moder-

ate alcohol intake, two other topics omitted by the USDA.

iry or supplement es a day)

s a day)

, legumes mes a day)

Fruits (2-3 times a day)

Plant oils, including olive, canola, soy, corn, sunflower,

peanut, and other vegetable oils

ercise and weight control

es, refined hydrates

Harvard Magazine 99

Nutrition.final 4/8/04 11:42 AM Page 99

ing items in a healthier direction. The company’s Frito-Lay unit

last year eliminated trans fats from its salty o≠erings. Frito-Lay

introduced organic, healthier versions of Doritos and Cheetos

under the Natural sub-brand. “As a result, 55 million pounds of

trans fats will be removed from the American diet over the next

12 months,” Cooper says. “It cost $37 million to retool—and it

was done without a price increase. PepsiCo is in 150 countries,

and many of their healthier products will soon be promoted

throughout the world. Physical fitness is good business for the

individual and for the corporation.”

PepsiCo sells plenty of food and beverages from vending ma-

chines, many of them in schools. “You don’t resolve the obesity

problem in children by taking the vending machines out of

schools,” Cooper declares. “Kids will still get what they want.

Put better products in the machines and get physical education

back in the schools.” Accordingly, PepsiCo is stocking some

school machines with fruit juices from its Tropicana and Dole

brands, Gatorade, and Aquafina bottled water; others o≠er Frito-

Lay products that meet Cooper’s “Class I” standard: no trans fats

and restricted amounts of calories, fat, saturated fat, and sodium.

Parents need to create and enforce some Class I standards of

their own. “We have got to stop being afraid of our children,

and tell them what to eat,” said Washington Post writer Judith

Weinraub at the 2003 Oldways conference. Steven Gortmaker,

too, has some simple counsel for parents. First, limit children’s

television viewing; the American Academy of Pediatrics recom-

mends no more than two hours daily. Second, no TV in the

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Walter Willett with a vegetable salad at Sebastian's Café, at the School of P

oom where the kids sleep. “Sixty percent of American chil-

ren—including 25 percent of those between birth and age

wo—have televisions in their bedrooms, and they average an

xtra daily hour of viewing there,” says Gortmaker. “Parents

on’t control that viewing.”

Ironically, or perhaps fittingly, the television and advertising in-

ustries, so much a part of the obesity problem, may also be part

f its solution. “The business of advertising junk food is seduc-

ion,” says Gi≠ord. “In beer and corn chip ads, you see beautiful,

hin people playing volleyball on the beach. Even people who are

rossly unfit, sitting on the couch eating those chips and drinking

hat beer, see this as a positive thing. They’re having a good time

n the beach, and that gets associated with chips and beer.

“There was once a very successful U.S. government program

imed at changing eating habits,” he continues. “It happened dur-

ng World War II, and it was called ‘food rationing.’ They made it

patriotic thing to change the way you ate. The government hired

he best people on Madison Avenue to come to Washington and

ork for the War Department. It worked splendidly. To convince

eople to eat wisely, a determined, clever program could make a

i≠erence.” Ludwig compares the obesity crisis to global warming.

Is it 100 percent proven that we are in for an environmental

alamity? Do we want to wait until Washington, D.C., is sub-

erged by rising ocean levels to take action?” he asks. “The risks of

naction are much greater than the risks of action.”

raig A. Lambert ’69, Ph.D. ’78, is deputy editor of this magazine.

ublic Health. He advised the cafeteria on healthy choices for its menu.

__MACOSX/New AP 2/Sources/._3 The Way We Eat Now.pdf