Once settled on, that metaphor has to be deployed again and again, repeated so often it becomes exhausted – and exhausting – to those using it. This too clashes with progressive habit, which tends to hold to the “enlightenment fallacy”: the belief that the facts will persuade all by themselves. They don’t need to be repeated or simplified or embedded in moral or emotional stories: their sheer truth will prevail.
Perhaps this is why the climate movement has devoted relatively few resources to reaching or persuading the public, outside of periodic fundraising drives – certainly nothing to compete with their polluting opponents, who hire ad men steeped in marketing science to push their message relentlessly. “We’re in a propaganda war, but only one side is on the battlefield,” says Fenton.
The gorbal worming fantasists don’t use enough propaganda? Really?
When the entire idea of 1,5 C as a turning point is, in itself, invented propaganda. Seriously, Freedland must be one some good stuff to manage to write this with a straight face.