If you care about how environmentalism is currently messaging itself, then it's been a busy few days.
Joe Romm started late last week with a post about some unnamed presentations he's been sitting through, in which he broke away from the verbal ghettoes of "alternative" "green" and "renewable" energy, and dropped the most sensible parsing of energy policy I have heard yet:
clean, safe sources of energy that never run out.
What a great start! Who doesn't want clean, safe sources of energy that never run out? Who doesn't find that phrase comfortingly security- and abundance-oriented? Deliciously frugal and prudent? In this political landscape, what possible argument can you have against clean, safe sources of energy that never run out? It's the kind of phrase that cuts through a lot of nonsense, and throws how confusing the rest of the environmentalist message is into sharp relief.
Clean, safe sources of energy that never run out is the kind of phrase that shows you how vague, equivocal and unvisual "climate change" is, and that "global warming" sounds downright positive.
Cut to a Friday New York Times article, which reads kind of like a profile of ecoAmerica, a nonprofit whose mission is to appropriately message our environmental woe, and kind of like an expose of ecoAmerica, because the occasion for the article was a little mistake. An internal summary of ecoAmerica's latest efforts was recently and accidentally sent around via email to a whole bunch of news organizations.
The upshot of the Times article is that ecoAmerica seeks to replace certain key terms like "climate change" and "global warming" with "talking about our deteriorating atmosphere," and other talking-point-style ways to reframe the old, tired argument away from the image of Jimmy Carter asking us all to don sweaters
(yes, we really have been engaged in this debate for that long)
and toward "saving money for a more prosperous future," and otherwise speak in aspirational terms while assiduously avoiding sciencey jargon. The article ends with Robert J. Brulle of Drexel University stating that ecoAmerica's campaign was basically deploying all the same strategies conservatives have been using, and that this is a cynical and ineffective thing to do.
This morning, Joe Romm basically agreed with Brulle, in an article that gently mocked the (highly mockable) phrase "our deteriorating atmosphere" and laid out a convincing argument that ecoAmerica's plan for reframing the argument wasn't just cynical and ineffective, but downright "suicidal."
As an idealist, I wish this bullshit didn't even matter, but in a world where it's hard to see that Clean Coal is an oxymoron and in which we are still chewing on the content of Carter's Malaise Speech, it obviously matters more than anything else. More than whether you've got the right lightbulbs, or how you got to work today, or your Sigg bottle. And while I do believe that ecoAmerica is doing some things right,
(it turns out, interestingly, that they are responsible for the still-fabulous clean, safe sources of energy that never run out)
there is a lot going on here that's wrong, wrong, wrong--suicidal, even! Parroting conservative tactics at a time when only 20% of the electorate is willing to identify as Republican, Specter is more or less openly stating that he switched parties because conservatives have come down with The Crazy and the most important conservative voices are not actual leaders but Glenn Beck and Rush Limbaugh is behind the curve at best! Replacing "climate" and "global" with "atmosphere" amounts to rearranging the deck chairs on the Titanic! We have lived through eight years of The Soft Bigotry of Low Expectations! We know by now that treating people like they can't understand things like science or the nuances of policy is a self-fulfilling prophecy!
Messaging about climate change that works is going to tell a compelling narrative that empowers us to overcome a specific, visualizable threat. If we were smart, we would ditch any talk about the climate, globe or atmosphere altogether and talk about the quality of human lives as the planet continues to heat up. We would bypass Carter and get all JFK on the problem! We would talk about how we put a man on the moon, and how close at hand the technology that will give us cleaner air and water and a more livable planet is, and how innovative we are that we have this technology at our fingertips, and generally inspire an entire bored unemployed and dejected manufacturing class to a brand new greatness!
If we were smart, we would stop trying to hoodwink people with talking points and instead enlist them as warriors in a specific fight for a bright, clean, prosperous future!
If we were smart, we would stop acting like people don't care and instead create opportunities for large numbers of people to care in a public, action-oriented, community-based way!
And hey, wait a minute! We are smart! Enough with the cynical politics of yesterday! EcoAmerica, I want you to help me and the rest of my nation get busy creating a new, spectacular vision of tomorrow!