The Top Ten!

Media Literacy and the Environment Top Ten List

10. Number ten is a quote from Michael Moore at the end of the documentary "The Corporation." He says, "a greedy man would hang himself if he could make a profit from it." This sums up the attitude of people who are single mindedly trying to make more money and it describes the nature of how some CEO’s have no regard for people or the environment.

9. Also from "The Corporation" number nine is about the statistics on the cheap labor conditions in countries where the United States has exported jobs. Nike for example pays their workers in China a very small percentage of the retail value of the product they make. I could not remember the exact amount but the numbers were staggering.

8. Number eight is learning about the beneficial program Democracy Now and how there are alternative and non-biased sources for attaining news. Amy Goodman’s coverage and knowledge about the media cover-up during the beginning of the Iraq war is insightful, as is the rest of her news coverage.

7. "Consuming Kids" the documentary on how children are targets for advertisers is my pick for number seven. There were several disturbing facts I learned from the film, however the one in particular is how companies infiltrate and sponsor personal lives of kids. For example, the sponsored birthday party or advertising in schools and textbooks.

6. Disney takes the number six spot because the company along with its mergers is gigantic and very influential. With all of these popular animated movies it is easy to take advantage of this control and push racist, imperialistic and violent ideas. With Pocahontas, The Jungle Book, and, Tarzan; Disney has basically re-written history and with more success and influence than textbooks in Texas.

5. Number five is learning about the big five media companies, and dissecting their media programs, revenue, and the influence they have. My group investigated Viacom but it was amazing to learn all of the TV stations and radio are controlled by only a few companies. All of the smaller media programs answer to the big five so any message has to be congruent with donors and advertisers.

4. Speaking of the influence advertising and corporations have, the story about the whistle-blowers and the case about hormones and cows was shocking. Fox news completely stopped a story investigating the effects of BGH, a Monsanto hormone and illness in cows. This shows how new stations report the news how ‘they’ want it, or basically how their sponsors and advertisers want it.

3. Bringing the countdown to number three is the statistics on how real journalism and investigative reporting is non-existent. The numbers were unexpected, and it is scary to think about but almost every news publication and television and radio news programs has ties to corporations. There is a spin in which the media communicates, and it is not a trustworthy one.

2. Number two is being media literate and being able to critique and analyze advertising and point out its goals. I learned a lot from "Making of a Literate Mind" along with "Still Killing us Softly 3" from production techniques to the effect certain visuals have on humans limbic system. I viewed hundreds of unacceptable ads with stereotypes about race, gender, affluence, and body type.

1. The number one educational moment in this class was learning about public relations, in particular the information in "Toxic Sludge is Good for you!" I always thought I was being hard on the corporations because they can do some good after all. After reading this I was back on my hate bandwagon. The is infiltration in government by corporations is more than I thought. Even the EPA is an organization compromised by the pr industry and lobbying by corporations.

Three Questions

When is media literacy going to be broadcasted on the airwaves and in mainstream television? I know this would go against profit motives and what media corporations do to protect themselves. Yet, I think this can still happen, people have the right to real news and information without any bias or slant. The public also has the right for a voice in media, like democracy this is something we have created, and we cannot leave the power in the hands only a few.

Why are those protesting an unhealthy lifestyle and large corporate influences not given a voice in media? In this class there was mention of several organizations to fight corporate power and influence such as Adbusters or Project Censored. The readings mentioned several examples of activism from changing McDonalds signs to creating violation tickets for SUVs.

Are middle and high schools going to start teaching media literacy classes? The entire semester I thought about how good it would be for everyone in the public school system to learn what I have. I always want to advocate for environmental studies courses to be offered in high school. Although it is getting worse the public school is one of the more free places from corporate influence and advertising.

Public Service Announcement "Unplug"

After finishing the final edits, creating the PSA made helps me summarize this class, and remember a lot of what I learned. The group chose a very broad topic, to be "unplugged" which is one of the basic messages of this course. The first reading, "Feed" conveys this message the most. That society is plugged into media, electronics and advertising and it has a brainwashing effect. Deciding what props to use in the video, the emotions the actors should be expressing helped understand the concept of unplugging much better. Articles from this class suggest texting, watching a TV or computer screen all day changes our attention efficiency. In other words new generations are having trouble reading books and getting a deep understanding from literature. Their brains are wired for fast advertising and an explosion of images.
Filming the PSA went by fast, our group picked a time after class and we completed it in a little over an hour. Editing was a little more tricky, that took up almost three hours. Since we did filmed a lot of clips the organization was not great, and we had to go through a lot of footage. The flip camera turned out to be a handy tool. Its size is advantageous for filming from different parts of the set, whether it be a corner or from the floor. The film quality did not seem to be lacking either which is good.
The final product looks good, I was a little worried halfway through the editing stages but after we added music and cut the volume on unwanted sound it looked much more professional. We also added slides with educational information that should motivate people to get outside intead of spend the day watching television. I learned more just researching the facts about how long Americans spend on the internet or how many text messages teenagers send a month. I feel good about our PSA, and I think it matches and improves upon the previous ones we viewed. Hopefully the rest of the class feels the same way

Nature Valley and Project Censored

Ad Analysis

As I was scouring the internet I saw some advertisements with some implicit false environmental symbolism or greenwashing. One company that constantly uses the environment to its advantage is Nature Valley. Why not? It says "nature" in the name it must be natural, or straight from the forest as this image implies. The marketing strategy is obvious, it wants people to think they are buying a natural, healthy, and trustworthy product. Looking at the ingredients of these granola bars it is hard to believe they use this kind of advertising campaign because these things are far from natural. It does have granola, but the list of oils and chemicals does not exactly make it seem like this food item was picked from the wilderness. The forest used in the background almost looks like a redwood forest from the pacific northwest. This region has been plagued by some of the worst deforestation and environmentally degrading logging practices. I am not linking Nature Valley to destruction of the redwoods but the imagery is a little ironic.

http://sisterlysavings.net/wp-content/uploads/2009/10/naturevalley.jpg

Activist Websites

After going through some of these sites, project censored was the most interesting to me. This site offers alterative news articles and videos to corporate media, and any messages that resemble propaganda. There are quotes and references that support the sites goals of critiquing journalism and any bias that might exist. The Interviews with co-editors Peter Phillips and Mickey Huff are really interesting, these are two people that know a lot about corruption in the news and are on top of their game. If there was anything critical about the site it would be the lack of organization. If you look at every category it is easy to find what you need though. Project Censored has a good message, maybe they should expand, and add more editors or journalists since I have never heard of them. One cannot really participate with this organization, unless you purchase their literature and guides but looking at the news and articles makes visiting this site worth it.

PSA

Plans fell through to get the filming done this weekend but our story is all set and our group is still in good shape to finish. We just need a few hours to get the filming done, and an hour or so to edit. I think it is good we have not filmed yet since this gives us more time to think about the scenes and the information we will use.

Taking Back Your Own Back Yard

Toxic Sludge Ch. 12:

A democratic system is fair and just and recognizes different voices in all communities. The last few years I have questioned the usefulness of Democracy in the United States. There is no doubt that the engine of corporate America is running on all cylinders with only profit in mind. This has debilitating effects on this vision of democracy. Accepting that the profit motive of business encompasses many people, democracy has a different meaning to me. In a true democracy everyone is on an equal playing field. Despite this, democracy in this country still has a meaning to me because one person still counts as one vote no matter one’s gender, race, or affluence. It is hard to stay true to the one equals one ideal because of propaganda and corporate lobbying, How many of our politicians are bought off by companies? Also the reading suggests that Public Relations campaigns have completely clouded the truth to what is a true democracy and who is looking out for the health of the public.

As corporations are using capitalism to gain power and wealth, the people can use it just as well to take it back. Every time people purchase a product they are voting. Buying hormone-free milk is a choice, and if enough of these choices are made everyday companies will have to change their policy to make money. Greenwashing is not an option when the public is educated enough to deconstruct the PR. Grassroots and NIMBY organizations; derisive label or not, are leading the charge informing the public about the truths of corporate injustice. I completely agree with the quote about the difference between propaganda and education, it fits the narrative well. There is hope in Tylczak’s efforts and grassroots organizations for sure but stimulating this progress is the democratic ideal that everyone can participate and one vote still counts the same.

Observation Experiment

This has been a rare weekend where I was not able to get out for a run, bike, or hike so I was not able to observe in a secluded wilderness location. I chose my 30 minutes away from the world to be on Church St, sitting down with some friends and ‘people watching’. I observed that it was a beautiful day out, and my overall feelings were ones of relaxation and content. I sat in the sun and did not want to move or feel the need to say anything. I observed all different kinds of people, the usual variety on Church St. In the afternoon. High schoolers going to the mall, college kids with their parents, street musicians, and older couples shopping. There was quite a relaxing atmosphere even though this was an urban environment.

My 30 minutes watching television were extremely different. I was sitting down with my girlfriend flipping through the channels, and the entire time I felt anxious, annoyed, and happy that I never watch TV. I was disgusted with every single advertisement, I had to tell my girlfriend every little technique that was used to try and sell a certain product. The conversation turned to the obnoxious world of marketing and environmental atrocity and I was immediately sad. I usually do not mind discussing such things but I was trying to relax and watch some TV. Tiger Woods’ commercial with the voice of his deceased father put me over the edge, I just started laughing because I knew exactly what Nike was thinking when they put this add up. This says I am educated about corporate responsibility and environmental issues but I think for any person TV has to have a negative impact on their brain. Compared to 30 minutes on Church St. This was a completely different scenario.

PSA:

Our group, which plans to produce a visual of being ‘unplugged’ has some good ideas. We have created a storyboard and planned ahead for set selections and actors. We have lots of ideas whether or not they all get into the video might be doubtful. With a little more planning we should be set to shoot soon.

Toxic Sludge is Good for You!

Chapter 8

I have heard about the story of Hugh Kaufmann and the EPA whistle-blowers but this article sheds more light on the corruption of environmental legislation. There is so much conflict of interest between government and corporate bureaucracies. The same thing happened with the tobacco industry, there is this obvious love and marriage between lobby groups and government officials. The list is endless, in one instance the PR firm Powell Tate or had connections to the Reagan and Bush Administrations.

The renaming of sludge by the public relations group is very ironic in the context of this book, and particularly this chapter. The one quote by Rutgers Professor Frank Lutz on the newly coined term is hilarious, "It does have one great virtue, you think of biosolids and your mind goes blank." Some of the other proposed names are simply laughable, "recyclite" as if the stuff is recyclable, and "black gold" this must be the type of gold where only a few make a significant profit.

It is hard to believe that New York City was dumping its waste into the ocean only 20 years ago. It is also unbelievable that it took complaints from the fishing industry to actually change policies. The image of the barge of trash getting pulled around the Atlantic Ocean sticks in my mind when thinking of the sludge situation

The PR campaigns for spreading sludge in rural towns particularly the ones in Texas are ridiculous. How can this group get away with paying off the mayor, giving money to the board of education, and having turkey dinners to convince the public? Their use of "passive" techniques instead of protesting and handing out flyers is smart and impressive but the subtleness is scary.

One really scary point is the last paragraph referring to how far greenwashing can go. I agree that a PR representative would go as far as saying that sewage sludge is so environmentally friendly it might as well be certified organic. This is indicative of greenwashing today and how much the organic label actually means in the market. Media and public relations can change the image of anything, even if it is hazardous as sludge to seem healthy and environmentally friendly.

My question is how twisted and greedy are proponents of land spreading of sludge? And how far are they willing to go to make a profit from exporting New York City’s waste to host towns?

Chapter 9

This chapter does a great job of getting the perspective of anti-environmental groups and public relations campaigns with some good quotes. A good one is by former Interior Secretary James Watt saying "If the troubles from environmentalists cannot be solved in a jury or ballot box, perhaps the cartridge box should be used." Another good one is by Ron Arnold of Wise Use he says, "Our intent is to sue environmental groups whenever there is a legal reason to do so." He went on saying that environmental groups lie, skew data, and are economically harmful. These people should not have any power in this society.

There are so many references to the Greenpeace Guide to Anti-environmental Organizations, I feel I should purchase a copy of this, I am sure there is a list on their website. Anyway, it is interesting because I have never heard of some of these environmental PR groups such as ARCO or the environmental defense fund (EDF). They have clearly had an influence, especially for McDonalds to have risen to be one of the most environmentally friendly businesses. How is that possible?

It was a little disturbing to learn how much funding to the big environmental organizations received from notorious anti-environmental corporations. Corporate sponsors for the World Wildlife Fund, Nature Conservancy, Defenders of Wildlife, and more represent one quarter of the organizations in the Greenpeace guide.

I was never a huge fan of Earth day but it makes sense now because it is corporate public relations scheme. As described in the Good cop/Bad cop section of the chapter earth day helps create a schism in the environmental movement, and convinces people that the planet is healthy and worth celebrating. The one cartoon of the polluted industrial plant putting up an earth day banner explains the situation well. Public relations is everything, one company could be responsible for massive deforestation and unfair labor but if they put "recycle more" banners on their products or business they are fine.

Reiterated from Chapter 8, the issue of greenwashing is important and worse than I thought. Also termed as "Green PR" this form of propaganda has been rampant since Silent Spring was published. PR experts such as Burston-Marsteller, Ketchum, Bruce Harrison, and others are waging an all out war on environmentalists, and with the backing of large corporate clients they usually end up wining. It is amazing but $1 billion is spent by U.S. businesses every year on anti-environmental PR services.

My question is should activists try an focus on education to combat greenwashing and chemical corporations? Or is attacking the PR campaigns and businesses with protests and flyers more effective?

The Corporation

There were certainly a few surprises from the film as well as subjects already covered in this class and others. The data on wages for factory workers in Asia were a little surprising. I already know how profitable outsourcing is for large corporations but the numbers are still staggering to hear. The two college students selling themselves as billboards for advertising was extremely agitating. Not only were they both ignorant on how marketing works and it’s cultural flaws they continued to throw themselves out in the media, conducting interviews and enjoying every minute of it. My one question from the film would be how did American economic policy become so wrapped up in respecting corporations as human beings and giving them so much freedom. I thought the old propaganda scenes were well placed in the film and they did explain the legal history of corporations but there was something missing. I was hopeful after watching and listening to the business people who were able to create a more sustainable corporation. I think more personal businesses that are more sustainable will grow and I hope to be part of one someday. Michael Moore’s quote at the end of the film was very intriguing and true "A greedy man will hang himself if he can make a profit for it." This sums up the documentary for me very nicely.

Letter to President Obama

Dear Mr. President,

For many years I have been told that I live in the greatest country in the world, and I enjoy personal rights in a true democracy. I have also heard that anyone in this country can pull themselves up by their bootstraps and be successful. Our competitive economy combined with democracy allows anyone to do this. What I have been told, is far from the true situation The United States faces. I believe in the American dream and the same ideals as you, however; there is so much degradation of society and the environment it is difficult to stay firm in these beliefs.

It is hard to believe in American democracy when society closely resembles one controlled by the corporation. Yes capitalism is great, it allows people and businesses to pursue greatness without harsh social restrictions. In a corporate state however, one can argue that there are more and harsher restrictions than a communist one. These might be more subtle but they are definitely there. For example, subliminal messages in advertising, changing human behavior to fit consumption, and keeping options limited to a few big corporations. I think The United States is beginning to resemble a corporate state more than a democratic one.

After reading "Culture Jam" by Kalle Lasn I have solidified my opinion and growing concerns more than ever. Lasn has many ideas to revolutionize American media and take power from the corporations and give it back to the American people. Lasn, founder of Adbusters magazine calls forth a generation of "culture jammers" to make American life more authentic. From changing one’s perception of beauty to creating an obsession with branding and icons, corporations are involved in people’s lives too much. Marketing and advertising is rampant whether it is in sports, television, food, fashion, or music. It is interesting to consider the impact corporations play in culture. There is an obesity epidemic in The United States right now and the fast food takeover by large chains is a major cause.

One section of Lasn’s book stands out as being particularly important because it explains the nature of The United States’ economic system. It is a fairly simple system growth depends on increasing one thing, gross domestic product. The problem is that life is not this simple, and GDP does not factor in any externalities, environmental degradation, or social injustice. There is something wrong when a war or an oil spill is considered good for the economy. This growth and consumption needs to be regulated, between the signs of excess pollution and waste this is clearly an unsustainable path. Corporations cannot be given free reign to grow and continue to pollute the earth as well as people’s minds with advertising. There is a branch of economics that considers the environment and uses a better indicator, this should be incorporated in the country’s policy.

I am writing as a concerned citizen for the public’s livelihood and steward to the environment. This letter is not about deforestation and poverty, or Nike and McDonalds. It is about those things but it is important to consider the big societal picture. There is only so much time before American culture withers to microwave meals and corporate-branded schools. Trying to solve the issue of media literacy ad the environment is a hard political battle but something needs to be done about the corporations running the country.

Sincerely,

Paul Smith