A Question To Journalists: How Do We Cover Penguins And The Politics Of Denial.

I shared that optimism and believed journalism would help to fulfill it. I thought that when people saw a good example they would imitate it, that if Americans knew the facts and the possibilities they would act on them. After all, half a century ago, I had walked every day as a student across the campus of my alma mater, the University of Texas and could look up at the main tower and read the words: "You shall know the truth and the truth shall set you free." I believed we were really on the way toward the third American Revolution. The first had won our independence as a nation. The second had finally opened the promise of civil rights to all Americans. Now the third American Revolution was to be the Green Revolution for a healthy, safe, and sustainable future. Sometimes in a moment of reverie I imagine that it happened. I imagine that we had brought forth a new paradigm for nurturing and protecting our global life support system; that we had faced up to the greatest ecological challenge in human history and conquered it with clean renewable energy, efficient transportation and agriculture, and the non-toxic production and protection of our forests, oceans, grasslands and wetlands. I imagine us leading the world on a new path of sustainability. Alas, it was only a reverie. The reality is otherwise. Rather than leading the world in finding solutions to the global environmental crises, the United States is a recalcitrant naysayer and backslider. Our government and corporate elites have turned against America's environmental visionaries - from Teddy Roosevelt to John Muir, from Rachel Carson to David Brower, from Gaylord Nelson to Laurence Rockefeller. They have set out to eviscerate just about every significant gain of the past generation, and while they are at it they have managed to blame the environmental movement itself for the failure of the Green Revolution. If environmentalism isn't dead, they say, it should be. And they will gladly lead the cortege to the grave. Yes, I know: the environmental community has stumbled on many fronts. All of us in this room have heard and reported the charges: that the rhetoric is alarmist and the ideology polarizing; that command-and-control regulation produces bureaucratic bungles, slows economic growth, and delays technological advances that save lives; that what began as a grassroots movement has now become an entrenched green bureaucracy precariously hanging on in occupied Washington while passionate citizens across the country are starved for financial resources. There is some truth in these charges; all movements flounder and must periodically regroup. Before we consider the case closed, however, let me urge you to take a hard look at the backlash. I didn't reckon on the backlash. If the Green Revolution is a bloody pulp today, it is not just because the environmental movement mugged itself. It is because the corporate, political, and religious right ganged up on it in the back alleys of power. Big companies fund a relentless assault on green values and policies. Political ideologues launch countless campaigns to strip from government all its functions except those that reward their rich benefactors. And homegrown ayatollahs are more set on savaging gay people than saving the green earth. I especially failed to reckon with how ruthless the reactionaries would be. What they did to Rachel Carson when Silent Spring appeared in 1962 has been honed to a sharp edge aimed at the jugular of anyone who challenges them. I felt the knife's edge some years ago when I took up the subject of pesticides and food for a Frontline documentary on PBS. My producer, Marty Koughan, learned that the industry was plotting behind the scenes to dilute the findings of a National Academy of Science study on the effect of pesticide residues in children. When the companies found out we were on the story, they came after us. Before the documentary aired television reviewers and the editorial pages of newspapers were flooded with disinformation. A whispering campaign took hold. One Washington Post columnist took a dig at the broadcast without having seen it and later confessed to me that he had gotten a bum tip about the content from a top lobbyist for the chemical industry and printed it without asking me for a response. Some public television managers were so unnerved by the propaganda blitz against a yet-to-be aired documentary that they actually protested to PBS with a letter prepared by the chemical industry. Here's what most perplexed us: eight days before the broadcast, the American Cancer Society, an organization that in no way figured in our story, sent to its three-thousand local chapters a "critique" of the unfinished documentary claiming, wrongly, that it exaggerated the dangers of pesticides in food. We were puzzled. Why was the American Cancer Society taking the unusual step of criticizing a documentary that it had not yet seen, that had not yet aired, and that did not claim what the Society said was in it? An enterprising reporter named Sheila Kaplan later looked into these questions for Legal Times. She found that the Porter Novelli public relations firm, which had several chemical companies as clients, also did pro bono work for the American Cancer Society. The firm was able to cash in on some of the goodwill from their "charitable" work to persuade the communications staff at the Society to distribute erroneous talking points about the documentary before it aired - talking points supplied by, but not attributed to, Porter Novelli. Legal Times headlined the story, "Porter Novelli Plays All Sides," a familiar Washington game. http://www.truthout.org/docs_2005/printer_100905D.shtml

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