The "JunkScience" Coup d'etat

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Let's trash the junkman

A lot of public relations technique rests in language. It is built in the nuanced choice and combination of

words that are developed and tested through public opinion research โ€“ through polling and focus groups.

For example, Republican pollster Frank Luntz has made a career of massaging language to his clients advantage. In Luntzโ€™s now infamous enviro-speak memo (pdf) to the republican party, he advises the following:

โ€œThe three words Americans are looking for in an environmental policy, they are (sic) โ€˜safer,โ€™ โ€˜cleaner,โ€™ and โ€˜healthier.โ€

โ€œIf you must use the economic argument, stress that you are seeking โ€˜a fair balanceโ€™ between the environment and the economy.โ€

You get the picture. Language โ€“ both suble and shifty โ€“ can be a powerful tool when trying to convince or, as in this case, confuse your audience. Luntz is good, but when it comes to twisting words โ€“ and doing so without conscience โ€“ no one can beat Steve โ€œthe Junkmanโ€ Milloy, who has made a handsome living for more than a decade twisting the truth for big tobacco and, now, big oil. It was Milloy who flipped the terms โ€œjunk scienceโ€ and โ€œsound scienceโ€ to the advantage of industries that are willing to risk public health for private profit.

According to Elisa Ong and Stanton Glantz (pdf) in their peer-reviewed American Journal of Public Health (Nov. 2001, Vol. 91, No. 11) article, the terms โ€œsound scienceโ€ and โ€œjunk scienceโ€ orignated in the tobacco industryโ€™s battle to cast doubt about whether secondhand tobacco smoke is a Group A human carcinogen. The overall strategy, led by Philip Morris, was: โ€œto form local coalitions to help us educate local media, legislators and the public at large about the dangers of โ€˜junk scienceโ€™ and to caution them from taking regulatory stepsโ€ฆโ€

It was around this time that the PR masters at a huge D.C. firm called APCO Worldwide decided to create an Astroturf group called The Advancement of Sound Science Coalition (TASSC). The title alone is telling of their overall mission, which was to label any science calling for regulation on secondhand tobacco smoke as โ€œjunk science,โ€ and any science minimizing the risks of secondhand tobacco smoke as โ€œsound science.โ€ Itโ€™s no surprise that the head of TASSC (pdf) was none other than Steve โ€œthe junkmanโ€ Milloy.

Fast-forward to the present day and the issue of climate change and we still see Milloy and other industry apologists using the terms โ€œsound scienceโ€ and โ€œjunk scienceโ€ โ€“ to infuriatingly good effect.

To illutstrate, here are a few of the โ€œsoundโ€ scientists Milloy holds up on his alter of scientific integrity:

Dr. Patrick Michaels, who in a leaked memo was exposed as being paid advocate for the Intermountain Rural Electrical Association (read: coal power).

Dr. Sallie Baliunas, who sat on the board of the Greening Earth Society, an industry front group created by the Western Fuels Association, and the George C. Marshall Institute a US โ€œthinkโ€ tank and sweetheart of the oil industry.

Dr. Fred Seitz, chair of Fred Singerโ€™s SEPP project, and former chief scientific advisor to none other than RJ Reynolds. Ironically, in 1998, Phillip Morris labelled Seitz as โ€œnot sufficiently rational to offer advice.โ€

As far as โ€œjunk science,โ€ Milloy would warn you against: the UKโ€˜s Royal Society, the American Meterological Society, NASA, the American Geophysical Union, the United Nationโ€™s Intergovernmental Panel on Climate Change and the National Oceanic and Atmospheric Administration, and finally the American Association for the Advancement of Science.

You get my point. The entire concept of โ€œjunk scienceโ€ and โ€œsound scienceโ€ has been turned on its head, not through any logical means, but purely through public relations trickery at the hands of smokinโ€™ Steve Milloy.

What are we to do? There is only one thing to do. Turn this back on its feet by recognizing that Milloy and his colleagues are peddling โ€œjunk scienceโ€ โ€“ an afront to the eminent scientists throughtout the world who submit their work to peer-reviewed, respectable journals (not to Fox News columns) to assure that their science is sound.

In other words, I am calling for a โ€œjunk scienceโ€ coup dโ€™etat.

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Kevin is a contributor and strategic adviser to DeSmog. He runs the digital marketing agency Spake Media House. Named a โ€œGreen Heroโ€ by Rolling Stone Magazine and one of the โ€œTop 50 Tweetersโ€ on climate change and environment issues, Kevin has appeared in major news media outlets around the world for his work on digital campaigning. Kevin has been involved in the public policy arena in both the United States and Canada for more than a decade. For five years he was the managing editor of DeSmogBlog.com. In this role, Kevinโ€™s research into the โ€œclimate denial industryโ€ and the right-wing think tank networks was featured in news media articles around the world. He is most well known for his ground-breaking research into David and Charles Kochโ€™s massive financial investments in the Republican and tea party networks. Kevin is the first person to be designated a โ€œCertified Expertโ€ on the political and community organizing platform NationBuilder. Prior to DeSmog, Kevin worked in various political and government roles. He was Senior Advisor to the Minister of State for Multiculturalism and a Special Assistant to the Minister of State for Asia Pacific, Foreign Affairs for the Government of Canada. Kevin also worked in various roles in the British Columbia provincial government in the Office of the Premier and the Ministry of Health. In 2008 Kevin co-founded a groundbreaking new online election tool called Vote for Environment which was later nominated for a World Summit Award in recognition of the worldโ€™s best e-Content and innovative ICT applications. Kevin moved to Washington, DC in 2010 where he worked for two years as the Director of Online Strategy for Greenpeace USA and has since returned to his hometown of Vancouver, Canada.

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