8 page essay due 4.13
Nancy 00001
week6.pptx
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Pezzullo and Cox – three types of PR
Product advertising
Image enhancement
Damage control
Fossil fuel ads versus climate change stories – 5:1 ratio
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Production advertising – Patagonia
Image enhancement – Walmart
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New Coal
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A Different Oilsands
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Power Past Impossible
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Image repair– Enbridge
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The real Douglas Channel (right)
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Enbridge: Life Takes Energy campaign
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https://huddle.today/new-enbridge-nb-ad-gets-right-feels/
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Petroculture and Energy Life Worlds cont’d
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Class average 3.16
I can change: Garbage and waste. Less flying. Food. Transit. Lights.
I can’t change: Housing. Driving. Food.
Why?: Lack of time. Lack of resources. Job Requirements.
No one mentioned politics
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Teck Frontier Mine
Need a better Regulatory system
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BREAK
Hypocrisy
Two political genres of hypocrisy:
A) “Individual lifestyle outrage” and “institutional cynicism.” Conservative.
B) “Institutional call-to-action” and “reflexive.” Progressive.
Majority of invocations of hypocrisy were to support action on climate change.
Form A found most often in columns.
Form B found most often in News.
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Zoe Williams – The Guardian
“The best way to never be a hypocrite, and to always stay consistent, is to deny climate change, and have no agenda on anything beyond self-interest … Indeed, the more ardently you pursue your own interests, the more persuasively you live your own values. If, on the other hand, you have ambitions for large-scale change and believe things could be significantly better for vast numbers of people, you will always fail to fully embody your own hopes” (Williams, 2014).
“Dear journalists who have called us hypocrites, you’re right. We live high carbon lives and the industries that we are part of have huge carbon footprints. Like you – and everyone else – we are stuck in this fossil fuel economy and without systemic change, our lifestyles will keep on causing climate and ecological harm” (Extinction Rebellion, 2019).
Foer
“…. It would be far easier for me not to mention that in difficult periods over the past couple of years – while going through some painful personal passages, while travelling the country to promote a novel when I was least suited for self-promotion – I ate meat a number of times. Usually burgers. Often at airports. Which is to say, meat from precisely the kinds of farms I argued most strongly against.… While I was promoting Eating Animals, people frequently asked me why I wasn’t vegan. The animal welfare and environmental arguments against dairy and eggs are the same as those against meat, and often stronger. Sometimes I would hide behind the challenges of cooking for two finicky children. Sometimes I would bend the truth and describe myself as ‘effectively vegan.’ In fact, I had no answer, other than the one that felt too shameful too voice: my desire to eat cheese and eggs was stronger than my commitment to preventing cruelty to animals and the destruction of the environment. I found some relief from that tension by telling other people to do what I couldn’t do myself. Confronting my own hypocrisy has reminded me how difficult it is to live – even try to live – with open eyes. Knowing that it will be tough helps make efforts possible, Efforts, not effort” (Foer, 2019: 65-66).
Leonardo DiCaprio
George Marshall
Confirmation Bias: we’re more likely to accept information that conforms to our existing beliefs.
Availability bias: we’re more likely to accept information from people that we trust, or from direct experiences, as opposed to that from outsiders or non-direct experiences.
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George Marshall and Communicator Trust
“…the reason that people do not accept climate change is nothing to do with information – it is the cultural coding that it contains.” (Marshall, 2014: 23)
“… science as become polluted with social meaning.” (Marshall, 2014: 27)
“… our own actions will always be monitored as a measure of our trustworthiness.” (Marshall, 2014: 202)
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Leonardo DiCaprio
Roland Barthes – Mythologies
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Meet Daniel Bryan WWE Superstar
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PETA
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The World of WWE
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The anti-consumerist climate change-believing vegetarian activist heal
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In-Class assignment
Is Daniel Bryan a net negative sign for climate change, or a net positive sign?
Why?
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BREAK
Nature and the news
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Newsworthy
News coverage is “event focussed and event driven.”
Newsworthiness is defined by:
prominence
timeliness
proximity
impact
magnitude
conflict
oddity
emotional impact
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Journalism in Crisis
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Canada’s Media Ecology
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National Post – Post Media
Global and Mail
Toronto Star
Vice
National Observer and Tyee
Macleans
CBC
The Georgia Straight
Postmedia and fossil fuel corporations
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Postmedia papers
Ottawa Citizen
Ottawa Sun
Toronto Sun
Vancouver Sun
The Province
Calgary Herald
Edmonton Journal
Calgary Sun
Edmonton Sun
National Post
Montreal Gazette
Windsor Star
The London Free Press
Winnipeg Sun
Regina Leader-Post
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Gatekeeping
Defining what is legitimate.
Overton Window
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Objectivity and False Balancing
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Agenda setting
Media doesn’t tell you what to think, but what to think about.
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Media Frame
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Cultivation Analysis/theory
“…. Cultivation is not a claim about immediate or specific effects on an audience; instead, it is a process of gradual influence or cumulative effect.” (107)
“Mean World Syndrome.” (George Marshall)
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Media Effects
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Columbia Journalism Review
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BREAK
Five stages of climate coverage
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Stage 1 – Discovery/Awareness
- Mid-1980s to 1992. 1988 marks entry of climate change into media sphere.
- First major US congressional hearings in 1988, testimony by James Hansen.
- Canada hosts first major international scientific conference on climate change in 1988. Concluding conference statement: “humanity is conducting an unintended, uncontrolled, globally pervasive experiment, whose ultimate consequences are second only to global nuclear war” (Cited in ‘History of Climate Change Negotiations’, David Suzuki Foundation).
- Formation of Inter-governmental Panel on Climate Change (IPCC).
- Concludes with 1992 Rio Summit.
Stage 2 – Uncertainty/Conflict
mid-1990s to 2005
In late 1980s, news media accurately portrayed scientific consensus on anthropogenic global warming.
By early 1990s, campaign to raise doubt successfully exploited journalistic commitment to achieve objectivity through ‘balancing’ competing sources. Ensured that small group of climate skeptics received extensive coverage.
Helped transform climate change from a scientific into a cultural/ideological issue.
Sustained in conservative media and opinion columnists.
- John Cook, ‘Why we need to talk about the scientific consensus on climate change,’ The Guardian, November 20, 2014.
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Stage 3: Awareness, concern, hope
An Inconvenient Truth released in 2006. Hurricane Katrina framed as a vivid, concrete, experiential example of global warming.
IPCC 4th Assessment Report in 2007.
‘False’ balancing sharply reduced, climate deniers largely confined to opinion pages and conservative media.
Election of Obama in 2008 mainstreams hope and ‘green economy’ narrative.
Shift from climate science to climate politics.
Enormous expectations leading up to Copenhagen in December 2009.
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Stage 4: 2010-2015
‘Hopenhagen and the “failure” of climate politics.
Media coverage of the Copenhagen summit prioritized climate politics (rather than science or lifestyle change).
How was climate politics framed? As a complete failure. - Existing institutions unwilling/unable to make progress. - Criticism of federal government most consistent theme. - Little attention to policy solutions/alternatives as practiced by other governments around the world.
Key message? Cultivation of cynicism about (climate) politics. Governments are unwilling and unable to address climate change and (therefore) climate politics is a hopeless exercise.
Production of cynicism and a turning away from a problem that appears irresolvable.
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Stage 5: Optimism/Pessimism 2015-now
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Five stages
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