You CAN Argue with the Facts: The Denial of Global Warming

1. You CAN Argue with the Facts:The Denial of Global Warming Naomi Oreskes Professor of History and Science Studies Adjunct Professor of Geosciences University of California, San Diego (edited by Milt Saier)

2. Question: DO YOU BELIEVE IN CONSPIRACY THEORY?

3. Question: DO YOU THINK YOUR PROFESSOR BELIEVES IN CONSPIRACY THEORY? (If so, how shocking!)

4. What? A conspiracy? Oh no; how upsetting! Are we Americans the targets of a conspiracy? Are American governmental policies determined by conspiracies? Does American foreign policy reflect these conspiracies?

5. IF THERE IS A CONSPIRACY, Who are the conspirators, and what are their goals?

6. Most Americans now accept the “fact” of global warming Yale Project on Climate Change/ Gallup / Clear Vision Institute, 2007 72 % of Americans are completely or mostly convinced that global warming is happening.

7. Many Americans also think scientists do not

8. A strange result… • On one hand, “facts” by definition imply generality of acceptance, and detachment from the source. • One wouldn’t expect the average person to know much about the sources. • However, abundant evidence (Anthony Leiserowitz, Jon Krosnick) shows that public opinion is formed based on many sources; the scientific evidence may be the least salient.

9. On other hand… If the evidence of global warming is scientific evidence (analysis of temperature records, simulation models, ice cores, CO2 measurements), and if scientists are still arguing about it, then how can it be factual? • What kind of a fact do lay people think it is if not scientific fact? • Why do people think scientists are still arguing about it?

10. Scientists are not arguing… • The scientific consensus on the reality of the anthropogenic effect on global warming was established by the mid 1990s.

11. “The scientific evidence forcefully points to a need for a truly international effort. Make no mistake, we have to act now. And the longer we procrastinate, the more difficult the task of tackling climate change becomes.”Robert May, “Scientists Demand Action on Climate,”The Scientist 19 (July 2005): 47.

12. Natural Variability? “The observed widespread warming of the atmosphere and oceans, together with ice mass loss, supports the conclusion that it is extremely unlikely that global climate change of the past fifty years can be explained without external forcing.” IPCC Fourth Assessment Report, 2007, Summary for Policymakers, p. 10

13. Why do Americans think scientists are still arguing?

14. Where have the press gotten their “sources” for the “other side”?

15. A Brief History of Climate Science • Various scientific reports in the 1970s, from the US, Japan and Europe, already suggested that warming would occur from increased atmospheric CO2 due to the burning of fossil fuels. • 1988: The IPCC was established to evaluate the climate scientific data and suggest policy action on global warming. • The big question was: “WHEN WILL THE CONSEQUENCES BECOME SERIOUS?”

16. The NRC Committee, headed by economist Thomas Schelling, had concluded that the biggest problem was large uncertainties and hoped that we could “learn faster than the problem could develop.”Perry concluded: “The problem is already upon us: we must learn very quickly indeed.” Perry,1981 “Energy and Climate: Today’s problem, Not Tomorrow’s” Climate Change 3: 223-225. On p 225.

17. 1988 Things Heat Up • In 1988, NASA climate modeler James Hansen declared to the U.S. Congress that he was “99%” certain that anthropogenic change was already occurring.

18. U.N. Framework Convention of Climate Change (1992) called on world leaders to translate the written document into "concrete action to protect the planet."

19. Almost immediately, various individuals and organizations in the United States began to challenge the scientific basis for climate change.

20. In the decade to follow, these organizations included: • George C. Marshall Institute • http://www.marshall.org/subcategory.php?id=9 • CATO Institute • http://www.cato.org/subtopic_display_new.php?topic_id=27&ra_id=4 • Competitive Enterprise Institute • http://www.cei.org/sections/subsection.cfm?section=3 • Heartland Institute • http://www.heartland.org/Article.cfm?artId=10488

21. All were conservative, libertarian groups promoting corporate interests. They were committed to laissez-faire economics, opposing regulation or ‘excessive’ government interference in the private sector. They were all libertarians with corporate backing who firmly believed that government should stay out of business, and they were willing to intentionally lie and distort scientific evidence to mislead the public as a means to achieve their libertarian goals.

22. “The tobacco strategy” For decades, the tobacco industry challenged the scientific evidence of the adverse health effects of tobacco and supported libertarian groups that argued the same. These same groups similarly argued against the evidence concerning ozone depletion and then the burning of fossil fuels - to keep the govt out of free enterprise.

23. The tobacco road to global warming As a result, legislation to protect citizens from the actions of corporations was IN EACH CASE delayed several decades. They thus achieved their libertarian goals!

24. Arguments over evidence of climate change followed several strategies • “No proof” strategy: science is uncertain. • Argue over the significance of facts. ie, we can adapt. • Argue against the credibility of environmentalists: • Hysterical (Chicken Little) • Communists (“Watermelons”, George Will: “Green outside but red inside”) • Anti-Christian: Let the people of the world multipy! • Argue whether facts are facts. • Supply alternative “facts”.

25. Western Fuels Association In the 1990s, they initiated a massive propaganda campaign to challenge the scientific knowledge regarding global warming.

26. They decided to challenge whether the scientific facts were facts. In doing so, they choose to “reposition global warming as theory not fact”. It’s “just a theory…”

27. They supplied alternative “facts” to support the suggestion that global warming would be good. They claimed that CO2 would enhance agricultural productivity and create a greener Earth.

28. Who comprise the Western Fuels Association? WFA is a cooperative of western coal producers, mostly in the Powder River Basin in Wyoming and Montana. They supply coal to the electrical utilities.

29. Article in Range Magazine, Fall 2000(“The Cowboy Spirit on America’s outback) General Manager and Chief Executive Officer Fred Palmer were “…determined to defend the coal-fired power plants from an assault launched by professional environmental-ists, the United Nations, our own government, and the nation’s economic competitors.”

30. Their realgoals were: To protect the interests of western coal producers by challenging the fears and negative feedback about global warming by claiming that the presumption that warming was bad was wrong.

31. Mass Media Campaign • 1991, the WFA provided funding for organizing the “Information Council for the Environment” (ICE) • The stated mission: “…to develop an effective national communications program to help ensure that action by the Administration and/or Congress on the issue of global warming is based on scientific evidence.” • The real goal was, however: “to determine the best way to influence public opinion, by testing different approaches in different markets, and evaluating the results.”

32. Documents preserved in files of theAmerican Meteorological Society… • They provided a budget of $510,000 for a “test market” project in February - August 1991. • The goal: to spread the message in selected radio and print media environments to evaluate the potential for “attitude change” in their listeners. • Four cities were chosen: Chattanooga TN, Champaign, IL, Flagstaff, AZ, Fargo, ND

33. Objectives • “To demonstrate that a ‘consumer-based media awareness program’ can positively change the opinions of a selected population regarding the validity of global warming”; 2) “To begin to develop a message and strategy for shaping public opinion on a national scale”; 3) “To lay the ground work for a unified national electric industry voice on global warming.”

34. Three criteria were selected for chosen markets • “The market derives a majority of its electricity from coal”; • “The market is home to a member of the [U.S.] House Energy & Commerce Committee or the House Ways and Means Committee”; • “The market [has low] media costs.”

35. “Program Goals” • To find a receptive population and pre-test the strategies • To use focus groups to test the ICE name and the “creative concepts” • “If successful, to implement the program nationwide”

36. Potential Program Names • Information Council for the Environment • Informed Citizens for the Environment • Intelligent Concern for the Environment • Informed Choices for the Environment

37. Details of the “Creative strategy” • “The radio creative will directly attack the proponents of global warming by relating ‘irrefutable’ evidence to the contrary, delivered by a believable spokesperson …” • “The print creative will attack proponents through comparison of global warming to historical or mythical instances of gloom and doom. Each ad will invite the listener/reader to call or write for further information, thus creating a data base.”

44. Conclusions from the test campaign (1) Audiences trusted “technical sources” most, activists and government officials less, and industry the least. (2) ICE needed to use scientists to serve as spokesmen. (3) “Information Council on Environment” was the best name, because it positioned ICE as a “technical source”. (4) The study identified two particularly susceptible target audiences:

45. Target 1: “Older, less educated males” They are receptive to propaganda targeting “the motivations and vested interests of people currently making pronouncements on global warming--for example, the statement that some members of the media scare the public about global warming to increase their audience and their influence….” (ICE report, AMS archives, p. 4)

46. Target 2: Younger, lower-income, less well educated women These women are more receptive to propaganda “concerning the evidence for global warming. They are likely to be “green” consumers, to believe the earth is warming, and to think the problem is serious. However, they are also likely to soften their support for federal legislation after hearing new information… “ (ICE report, AMS archives, p. 4)

47. Attitude change The study concluded, overall, that: • People were receptive to attitude change. • Many different types of people were supportive of more research (and less supportive of legislation) after hearing materials presented by an interviewer. • It was important that the materials be presented by technical spokespersons.

48. These conclusions were incorporated into a video produced by WFA the following year as part of their national effort.

49. 1992: “The Greening of Planet Earth: The Effects of Carbon Dioxide on the Biosphere” Released under the name of the Greening Earth Society, but funded by WFA.

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