One of the country's leading journalists has written a searing critique of the media's coverage of global warming, especially climate economics.
The study deserves attention because the media is making the same mistakes in reporting on the Waxman-Markey energy and climate bill that the author warns against (see "The New Yorker (!) parrots right-wing talking points" and "David Broder" and "NYT's Matt Wald" and "the NYT again")
The well-documented study, How Much Would You Pay to Save the Planet? The American Press and the Economics of Climate Change, is by Eric Pooley for Harvard's prestigious Joan Shorenstein Center on the Press, Politics and Public Policy. Pooley has been managing editor of Fortune, national editor of Time, Time's chief political correspondent, and Time's White House correspondent, where he won the Gerald Ford Prize for Excellence in Reporting. Before that, he was senior editor of New York magazine.
In short, Pooley has earned the right to be heard. Journalists and senior editors need to pay heed to Pooley's three tough conclusions abut how "damaging" the recent media of the climate debate has been:
Pooley is one of the few major journalists in the country who understands that global warming is the story of the century -- and if we don't reverse our emissions path soon, it will tragically be the story of the millennium, with irreversible impacts lasting for many, many centuries (see "Hadley Center: Catastrophic 5-7°C warming by 2100 on current emissions path").
Pooley told me, "I think this is the only story going forward." That's why, although he remains a contributor to Time magazine, he is devoting most of his time now to researching and writing a book on the politics and economics of climate change.
The first step for Pooley was an analysis of media coverage over the previous 15 months. In a long introduction to the different roles reporters can play, Pooley notes:
Being a referee is harder than being a stenographer because it requires grappling with the substance of an issue in a way that many time-pressed journalists aren't willing or able to do.
News coverage of the Lieberman-Warner debate included some shoddy, one-sided reporting and some strong work that took the time both to dive into the policy weeds-evaluating the economic assumptions used by the various players-and step back to portray those players as com-batants in a war for public opinion. But most of the reporting was bad in the painstakingly balanced way of so much daily journalism-two sides, no real meat.
My analysis of news articles published in national and regional newspapers, wire services, and newsmagazines between December 2007 and June 2008 suggests that for most reporters covering this story, the default role was that of stenographer-presenting a nominally balanced view of the debate without questioning the validity of the arguments, sometimes even ignoring evidence that one side was twisting truth. Database searches yielded a sample of 40 published news and analysis stories that explored the cost debate in some de-tail (see appendix). Of these, seven stories were one-sided. Twenty-four stories were works of journalistic stenography. And nine stories attempted, with varying degrees of success, to move past the binary debate, weigh the arguments, and reach conclusions about this thorny issue.
The media's collective decision to play the stenographer role actually helped opponents of climate action stifle progress.
Mainstream news organizations have accepted the conclusions of the IPCC but have not yet applied those conclusions to the economic debate. The terms of that debate have been defined by opponents of climate action who argue that reducing emissions would "cost too much." So the battle has been fought over the short-term price of climate action and its impact on GDP, while overlooking an extremely important variable, the long-term costs of inaction and business as usual.
That means when the media goes out looking for a well-known climate economist to quote in an article, they typically end up with someone who doesn't understand the scientific urgency and those who misunderstand the economics.
If you really want to understand the fact that even a very strong cap and trade bill "would have a marginal effect on economic growth," the best place to go is the the International Energy Agency and IPCC and McKinsey (see "McKinsey 2008 Research in Review: Stabilizing at 450 ppm has a net cost near zero").
Pooley's whole paper is a must read, especially for advocates of climate action. Yes, the media bears much culpability for the fact that, as Pooley says, "the tipping point for climate action has not yet been reached." But so do scientists, environmentalists, and progressives. The general state of our messaging remains lousy (see, for instance, Part 4: The idiocy of crowds or, rather, the idiocy of (crowded) debates and Does the "Reality Campaign" need new Mad Men?
One clear message from this study is that the climate science activists need to do a better job of spelling out the cost of inaction. Until that cost is clear to the public, the media, and policymakers, the country will never be able to mobilize to do what is needed to preserve a livable climate.