Let's have a little fun today. Today we're going to take a look at a conservative hit piece in the Milwaukee Journal Sentinel and we're going to dissect it. We're going to take it apart and examine it much in the same way you might examine a frog in Science class. Why do we examine frogs in science class? Why, to learn from them, of course! So it goes with this particular editorial. We're going to learn about it so we can more readily identify hit pieces in the future (and there are a LOT of hit pieces out there). This is going to be a great time.

First, read this editorial by Al Smith.

Fun, isn't it? Before we delve into things, we need to create our first rule. This is an important rule because it will distinguish Hit Pieces from other editorials.

Rule #1: Hit Pieces generally target positive groups, like environmentalism.

Next, we're going to take a look at the wording. This piece is filled with negative words, and they're all aimed at the environmentalism movement.Radicals, zealots, criminal selfishness ... all of these words have one goal in mind: to demonize environmentalism to the reader will not identify with it. The more Smith demonizes them, the less the reader is likely to say, "Hey! I'm an environmentalist!" No reader is going to say that if the environmentalists are radical zealots bent on shutting down all of our electricity, right? Well, few would, at least. But the goal, obviously, is to put the reader on Smith's side. The more he can negatiely portray the environmental movement, the more he's free to ridicule it, and the more he's free to ridicule it, the more readers will identify with his position. The environmental movement exists as "factions," and its attempts at creating awareness are little more than "spectacles" at best. You get the picture. So let's create another rule:

Rule #2: Hit Pieces rely on negative words to ensure readers do not identify with the target (in this case, environmentalism)

Now let's take a look at the imagery. The world according to Al Smith is a scary place, and the environmental movement is only making things worse. Images of empty cars and streets, the "Dark Ages," empty factories ... this piece has it all. If you're an environmentalist, says Smith, then you obviously want to destroy our very way of life. Powerful stuff, and these images are peppered throughout (and usually associated with the negative words we looked at before). Smith even goes so far as to quote a diplomat from World War I, and this is not unintentional. Smith is conjuring up powerful images without explicitly mentioning it. When we think of World War I, the words "Senseless" and "violence" have a tendency to come to mind, and it's no mistake that he's using this World War I quote. His goal is to ensure readers are relating the "senselessness" of the environmental movement with the senselessness of World War I, as well as all the violent imagery that goes along with it. Let's make another rule:

Rule #3: Hit Pieces use negative, scary and oftentimes violent imagery to demonize their target

 There is more at work here. In order to make his point more succinct, Smith attempts to group environmentalists together by suggesting NOTHING is good enough for them except complete abandonment of electricity in general. No solution works, only MORE government, MORE regulation. He also relies heavily on the old tirades of the conservatives, including the evils of government, the loss of "Freedom" and of course those pesky new light bulbs that are just too efficient. There's only one problem with this argument: the entire point of Earth Hour was to make a very specific statement:

Human beings are willing to regulate themselves.

That was the point, wasn't it? Smith even mentions this early on in his piece, that the idea was that human beings are not so indentured to technology that they can't turn out a light for an hour, the idea that human beings can make a BIG difference without government help. Sure, it would be nice if our government enforced basic environmental regulations, But under the Bush administration, that's not going to happen. They believe in market-based regulation, and while it's a noble ideal, it just isn't going to happen. As Nobel Prize-winning economist Joseph Stiglitz says, the free market is incapable of controlling pollution, so there HAS to be government involvement.

Events like Earth Hour frighten Smith because they show him that he's in an extreme minority. While others are attempting to solve the problems facing our generation and future generation, Smith is unwilling to offer solutions himself, relying instead on attacking everyone else. He's takes solace in knowing the Irish pubs and the Chinese are on his side (as if this is truly something to be bragging about: the Chinese government also sides with the Sudanese government, right?), and attempts to demonize environmentalists much in the same way conservatives have been doing so largely since Rush Limbaugh made his debut.

All right, enough ranting. I think you get the picture. Hopefully, by carefully examining this, you'll be able to spot these pieces in the future. Learn from them. As wrong as they may be, they're a powerful method being used by the modern conservative movement and deserve attention.

 
Yours,

Ken Brosky