The Guardian - Kyle Pope | Mark Hertsgaard
The US news media devotes startlingly little time to climate change – how can newsrooms cover it in ways that will finally resonate with their audiences?
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A firefighter sprays water as flames from the Camp Fire consume a home in Magalia, California, in 2018. Photograph: Noah Berger/AP |
Last summer, during the deadliest wildfire season in California’s
history, MSNBC’s Chris Hayes got into a revealing Twitter discussion
about why US television doesn’t much cover climate change. Elon Green,
an editor at Longform, had tweeted, “Sure would be nice if our news
networks – the only outlets that can force change in this country –
would cover it with commensurate urgency.” Hayes (who is an editor at
large for the Nation) replied that his program had tried. Which was
true: in 2016, All In With Chris Hayes spent an entire week highlighting
the impact of climate change in the US as part of a look at the issues
that Hillary Clinton and Donald Trump were ignoring. The problem, Hayes
tweeted, was that “every single time we’ve covered [climate change] it’s
been a palpable ratings killer. So the incentives are not great.”
The Twittersphere pounced. “TV used to be obligated to put on
programming for the public good even if it didn’t get good ratings. What
happened to that?” asked @JThomasAlbert. @GalJaya said, “Your ‘ratings
killer’ argument against covering #climatechange is the reverse of that
used during the 2016 primary when corporate media justified gifting
Trump $5 billion in free air time because ‘it was good for ratings,’
with disastrous results for the nation.”
When @mikebaird17 urged Hayes to invite Katharine Hayhoe of
Texas Tech University, one of the best climate science communicators
around, on to his show, she tweeted that All In had canceled on her
twice – once when “I was literally in the studio w[ith] the earpiece in
my ear” – and so she wouldn’t waste any more time on it.
“Wait, we did that?” Hayes tweeted back. “I’m very very sorry that happened.”
This spring Hayes redeemed himself, airing perhaps the best coverage on American television yet of the Green New Deal. All In
devoted its entire 29 March broadcast
to analyzing the congressional resolution, co-sponsored by
Representative Alexandria Ocasio-Cortez and Senator Ed Markey, which
outlines a plan to mobilize the United States to stave off climate
disaster and, in the process, create millions of green jobs. In a shrewd
answer to the ratings challenge, Hayes booked Ocasio-Cortez, the most
charismatic US politician of the moment, for the entire hour.
Yet at a time when civilization is accelerating toward disaster,
climate silence continues to reign across the bulk of the US news media.
Especially on television, where most Americans still get their news,
the brutal demands of ratings and money work against adequate coverage
of the biggest story of our time. Many newspapers, too, are failing the
climate test. Last October, the scientists of the United Nations’
Intergovernmental Panel on Climate Change (IPCC)
released a landmark report,
warning that humanity had a mere 12 years to radically slash greenhouse
gas emissions or face a calamitous future in which hundreds of millions
of people worldwide would go hungry or homeless or worse. Only
22 of the 50 biggest newspapers in the United States covered that report.
Instead of sleepwalking us toward disaster, the US news media need to
remember their Paul Revere responsibilities – to awaken, inform and
rouse the people to action. To that end, the Nation and CJR are
launching Covering Climate Change: A New Playbook for a 1.5-Degree
World, a project aimed at dramatically improving US media coverage of
the climate crisis. When the IPCC scientists issued their 12-year
warning, they said that limiting temperature rise to 1.5C would require
radically transforming energy, agriculture, transportation, construction
and other core sectors of the global economy. Our project is grounded
in the conviction that the news sector must be transformed just as
radically.
The project will launch on 30 April
with a conference
at the Columbia Journalism School – a working forum where journalists
will gather to start charting a new course. We envision this event as
the beginning of a conversation that America’s journalists and news
organizations must have with one another, as well as with the public we
are supposed to be serving, about how to cover this rapidly uncoiling
emergency. Judging by the climate coverage to date, most of the US news
media still don’t grasp the seriousness of this issue. There is a
runaway train racing toward us, and its name is climate change. That is
not alarmism; it is scientific fact. We as a civilization urgently need
to slow that train down and help as many people off the tracks as
possible. It’s an enormous challenge, and if we don’t get it right,
nothing else will matter. The US mainstream news media, unlike major
news outlets in Europe and independent media in the US, have played a
big part in getting it wrong for many years. It’s past time to make
amends.
If 1.5C is the new limit for a habitable planet, how can newsrooms
tell that story in ways that will finally resonate with their audiences?
And given journalism’s deeply troubled business model, how can such
coverage be paid for? Some preliminary suggestions. (
You can read this story in its entirety at Columbia Journalism Review or The Nation.)
- Don’t blame the audience, and listen to the kids.
The onus is on news organizations to craft the story in ways that will
demand the attention of readers and viewers. The specifics of how to do
this will vary depending on whether a given outlet works in text, radio,
TV or some other medium and whether it is commercially or publicly
funded, but the core challenge is the same. A majority of Americans are
interested in climate change and want to hear what can be done about it.
This is especially true of the younger people that news organizations
covet as an audience. Even most young Republicans want climate action.
And no one is speaking with more clarity now than Greta Thunberg,
Alexandria VillaseƱor and the other teenagers who have rallied hundreds
of thousands of people into the streets worldwide for the School Strike 4
Climate demonstrations.
- Establish a diverse climate desk, but don’t silo climate coverage.
The climate story is too important and multidimensional for a news
outlet not to have a designated team covering it. That team must have
members who reflect the economic, racial and gender diversity of
America; if not, the coverage will miss crucial aspects of the story and
fail to connect with important audiences. At the same time, climate
change is so far-reaching that connections should be made when reporting
on nearly every topic. For example, an economics reporter could partner
with a climate reporter to cover the case for a just transition: the
need to help workers and communities that have long relied on fossil
fuel, such as the coal regions of Appalachia, transition to a
clean-energy economy, as the Green New Deal envisions.
- Learn the science. Many journalists have long
had a bias toward the conceptual. But you can’t do justice to the
climate crisis if you don’t understand the scientific facts, in
particular how insanely late the hour is. At this point, anyone
suggesting a leisurely approach to slashing emissions is not taking the
science seriously. Make the time to get educated. Four recent books –
McKibben’s Falter, Naomi Klein’s On Fire, David Wallace-Wells’s The
Uninhabitable Earth, and Jeff Goodell’s The Water Will Come – are good
places to start.
- Don’t internalize the spin. Not only do most
Americans care about climate change, but an overwhelming majority
support a Green New Deal – 81% of registered voters said so as of last
December, according to Yale climate pollsters. Trump and Fox don’t like
the Green New Deal? Fine. But journalists should report that the rest of
America does. Likewise, they should not buy the argument that
supporting a Green New Deal is a terrible political risk that will play
into the hands of Trump and the GOP; nor should the media give credence
to wild assertions about what a Green New Deal would do or cost. The
data simply does not support such accusations. But breaking free from
this ideological trap requires another step.
- Lose the Beltway mindset. It’s
not just the Green New Deal that is popular with the broader public.
Many of the subsidiary policies – such as Medicare for All and free
daycare – are now supported by upwards of 70% of the American public,
according to Pew and Reuters polls. Inside the Beltway, this fact is
unknown or discounted; the assumption by journalists and the politicians
they cover is that such policies are ultra-leftist political suicide.
They think this because the Beltway worldview prioritizes transactional
politics: what will Congress pass and the president sign into law? But
what Congress and the White House do is often very different from what
the American people favor, and the press should not confuse the two.
- Help the heartland. Some of the places being hit
hardest by climate change, such as the midwestern states flooded this
spring, have little access to real climate news; instead, the denial
peddled by Fox News and Rush Limbaugh dominates. Iconic TV newsman Bill
Moyers has an antidote: “Suppose you formed a consortium of media that
could quickly act as a strike force to show how a disaster like this is
related to climate change – not just for the general media, but for
agricultural media, heartland radio stations, local television outlets. A
huge teachable moment could be at hand if there were a small
coordinating nerve center of journalists who could energize reporting,
op-eds, interviews, and so on that connect the public to the causes and
not just the consequences of events like this.” Moyers added that such a
team should “always have on standby a pool of the most reputable
scientists who, on camera and otherwise, can connect natural disasters
to the latest and most credible scientific research”.
- Cover the solutions. There isn’t a more exciting
time to be on the climate beat. That may sound strange, considering how
much suffering lies in store from the impacts that are already locked
in. But with the Green New Deal, the US government is now, for the first
time, at least talking about a response that is commensurate with the
scale and urgency of the problem. Reporters have a tendency to gravitate
to the crime scene, to the tragedy. They have a harder time with the
solutions to a problem; some even mistake it as fluff. Now, with climate
change, the solution is a critical part of the story.
- Don’t be afraid to point fingers. As always,
journalists should shun cheerleading, but neither should we be neutral.
Defusing the climate crisis is in everyone’s interest, but some entities
are resolutely opposed to doing what the science says is needed,
starting with the president of the United States. The press has called
out Trump on many fronts – for his lying, corruption and racism – but
his deliberate worsening of the climate crisis has been little
mentioned, though it is arguably the most consequential of his
presidential actions. Meanwhile, ExxonMobil has announced plans to keep
producing large amounts of oil and gas through at least 2040; other
companies have made similar declarations. If enacted, those plans
guarantee catastrophe. Journalism has a responsibility to make that
consequence clear to the public and to cover the companies, executives,
and investors behind those plans accordingly.
If American journalism doesn’t get the climate story right – and soon
– no other story will matter. The news media’s past climate failures
can be redeemed only by an immediate shift to more high-profile,
inclusive and fearless coverage. Our #CoveringClimateNow project calls
on all journalists and news outlets to join the conversation about how
to make that happen. As the nation’s founders envisioned long ago, the
role of a free press is to inform the people and hold the powerful
accountable. These days, our collective survival demands nothing less.
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