AP has a story out today about a strategic shift in Hollywood's global warming agenda. Gone are the days when the Left Coast produced environmental disaster flicks like "The Day After Tomorrow" and "An Inconvenient Truth." It's time for them to repackage and tone down the alarmism (emphasis added):
LOS ANGELES (AP) — Hollywood insiders and climate change experts agree that they can't shove messages about global warming down audiences' throats.
They met at the Skirball Cultural Center on Tuesday to discuss how storytelling in film and TV can translate broad issues about climate change to everyday audiences.
"The storytelling has to trump everything," said "West Wing" actor Bradley Whitford.
The key syllable there being "story". Later on:
Howard Frumkin, director of the National Center for Environmental Health at the Centers for Disease Control and Prevention, agreed that viewers are turned off by accusations and hectoring. He said dispensing incorrect information about climate change can also elicit depression and a "sticking-your-head-in-the-sand" attitude from the public.
"One thing we've learned is that apocalyptic stories don't work very well," said Frumkin.
How are you going to get people to spend 50% more on energy without threatening them with the apocalypse? Here's one idea:
David Rambo, a writer and supervising producer for CBS' "CSI: Crime Scene Investigation," pointed to the eighth-season episode "The Case of the Cross-Dressing Carp," which explores the issue of water treatment contamination, as an example of how an environmental topic can be woven into a compelling story — and not offend advertisers or public officials.
"It is a challenge," said Rambo. "A lot of the industries that we point the finger at when we talk about climate change are the very ones that make our livelihoods possible, but there's so much pressure on the corporations that advertise to be responsible world citizens, at this point, they pretty much make their own case for the things they're doing."
In the bold segments, Mr. Rambo is referring to television taking advertising money from companies that emit carbon dioxide and other greenhouse gases. But, isn't Hollywood also a monumental emitter of CO2? Rambo is distancing himself from a company like GM, which might advertise on CSI, but how about the production company that makes CSI? Can Rambo separate himself from that? After all, studio lots are not exactly energy efficient.
The AP writer might have seen this problem and notes in the next, and last, paragraph:
Many attendees said the major studios have successfully gone green in recent years. They cited e-mailing scripts and call sheets instead of printing them on paper, employing reusable cups instead of plastic water bottles and using hybrid production vehicles for transportation on set instead of gas guzzlers.
I'm sure their carbon footprint is now close to nothing.
It's clear why selling the apocalypse or lecturing was not working for Hollywood - who can stomach having a jet-setting starlet tell you that your car and lightbulb are threatening the globe? So, Mr. Rambo's approach might get better results:
- Argue that your own industry is green (we know it's implausible, but the media is not going to attack your industry, which it either is owned by or depends upon).
- "Point the finger" at other companies.
Under this battle plan, global warming is no longer the fault of people, it's the fault of bad corporations. Therefore, there'll be no more hectoring of individuals, and global warming alarmism is now guilt free!
We all knew when push came to shove Hollywood was never going to be convincing salespople for The New Puritanism. Their behavior is too divorced from their beliefs. So, they'll no longer lecture Iowans about driving SUVs, they'll smear the auto companies for not making more efficient ones.
What's truly audacious is that television will continue to take advertising dollars from companies while ripping their products as Earth-threatening. How do they get around the hypocrisy? Rambo has the answer in his quote: rationalize, and say there's already pressure for these companies to be good citizens - we're only doing our bit. (Of course, Hollywood started that pressure and broadcast it for decades, but let's avoid that chicken/egg quandary).
So, get ready for Hollywood to start taking more shots at corporate America. It won't just be toxic polluters, nuclear power plants and gun manufacturers in the vice. Get ready for evil corporate execs to include the manufacturers of fluorescent lightbulbs. The Wizard of Menlo Park is now a public enemy.