WEBVTT - Climate Week 2024: Finally Tackling the Mad Men of Big Oil

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<v Speaker 1>Hello, and welcome back to Drilled. I'm Amy Westervelt. This

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<v Speaker 1>week I'm at Climate Week in New York. It strangely

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<v Speaker 1>the first time I've ever been to Climate Week. Will

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<v Speaker 1>have been covering climate for twenty plus years now. It's

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<v Speaker 1>been an interesting mix so far. But last night we

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<v Speaker 1>did a live event version of our mad Men season.

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<v Speaker 1>And there's been a lot of talk this week at

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<v Speaker 1>Climate Week about the mad Men of Big Oil because

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<v Speaker 1>UN Secretary General Antonio Guterrez has been calling for these

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<v Speaker 1>mad men to be held to account. So I figured

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<v Speaker 1>it was a good time to reprise our season on

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<v Speaker 1>this subject. This season initially debuted in twenty and it

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<v Speaker 1>came about because we had done this initial season on

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<v Speaker 1>the history of climate denial. And the more I looked

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<v Speaker 1>into it, the more I realized that there had to

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<v Speaker 1>be something else going on, that this could not have

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<v Speaker 1>worked as well as it did and as quickly as

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<v Speaker 1>it did if there wasn't something else there. The strategy

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<v Speaker 1>of climate denial is not that brilliant, and as I

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<v Speaker 1>started looking for answers, I talked to a lot of

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<v Speaker 1>scholars like doctor Robert Brule at Brown, Melissa Aronchick at Rutgers,

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<v Speaker 1>lots of folks, and the more I learned about the

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<v Speaker 1>way that pro fossil fuel propaganda had been shaped, the

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<v Speaker 1>more it all made sense. That season focused on key

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<v Speaker 1>figures in the pr industry, but the fossil fuel industry

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<v Speaker 1>has worked to shape information in general from all sides.

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<v Speaker 1>You heard our episode last week on university research. That's

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<v Speaker 1>one way. You heard us talk to Maddie Stone earlier

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<v Speaker 1>in the year about management consultancies. That's another way. There

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<v Speaker 1>all these ways that the industry really warps the information

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<v Speaker 1>that we're getting, and even the structure of the information ecosystem.

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<v Speaker 1>That's why I often talk about information pollution instead of disinformation,

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<v Speaker 1>because we're dealing with something more than just a couple

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<v Speaker 1>of misleading statements. If you've never listened to this season,

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<v Speaker 1>it's a good time to listen to it now. If

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<v Speaker 1>you did listen to it when it came out, it's

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<v Speaker 1>a good time to re listen to it now. Here

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<v Speaker 1>is episode one as a refresher, and I hope you'll

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<v Speaker 1>listen to the rest. We'll be back with a new

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<v Speaker 1>episode next week. Thanks for listening.

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<v Speaker 2>Some farms grow food. This one gross fuel.

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<v Speaker 3>Natural gas and oil companies are successfully meeting the demand

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<v Speaker 3>for greater energy.

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<v Speaker 1>Cutting greenhouse gas emissions to their lowest levels and a generation.

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<v Speaker 2>And should there weather change yet again, on.

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<v Speaker 4>That sor gas can step in to keep the power

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<v Speaker 4>flowing and the light shining, no matter.

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<v Speaker 3>The forecast, innovating to meet the energy demands of today

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<v Speaker 3>and tomorrow.

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<v Speaker 1>If you watch TV, or listen to the radio or podcasts,

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<v Speaker 1>or use social media, or read newsletters or get your

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<v Speaker 1>news online.

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<v Speaker 2>In other words, if you are.

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<v Speaker 1>A human in America today consuming media in any form,

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<v Speaker 1>you've probably heard or seen some variation of these ads.

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<v Speaker 1>They are everywhere, which makes sense. The oil industry is

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<v Speaker 1>embroiled in lawsuits over its role in delaying action on

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<v Speaker 1>climate change.

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<v Speaker 2>Teenagers all over.

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<v Speaker 1>The world are striking for climate policy, and every Democrat

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<v Speaker 1>running for president has both a climate plan and a

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<v Speaker 1>position on the Green New Deal. So companies like Exon Mobile,

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<v Speaker 1>Chevron BP, they're worried about their image. They want consumers

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<v Speaker 1>to think of them as green companies, not polluters. And

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<v Speaker 1>the American Petroleum Institute their trade organization. They want everyone

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<v Speaker 1>to remember that natural gas is a clean energy. But

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<v Speaker 1>oil propaganda is nothing new. In fact, it's been a

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<v Speaker 1>part of the industry almost since it began, The American

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<v Speaker 1>Petroleum Institute. You know the guys you hear in all

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<v Speaker 1>the news podcasts like The New York Times, The Daily

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<v Speaker 1>are Voxes, the Weeds.

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<v Speaker 3>Today, the US is leading the world and producing natural

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<v Speaker 3>gas and oil while reducing emissions at the same time.

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<v Speaker 1>They've been around for more than one hundred years, and

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<v Speaker 1>their strategy hasn't actually changed all that much in those years.

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<v Speaker 1>According to environmental sociologist Bob Brule, who you might remember

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<v Speaker 1>from season one.

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<v Speaker 3>The American Way of Life and everything good about America.

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<v Speaker 3>You know, apple Pie Mom, the flag fossil fuels, and

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<v Speaker 3>so by implication, what they do is basically say, any

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<v Speaker 3>attack on fossil fuels is an attack on our way

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<v Speaker 3>of life.

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<v Speaker 1>Part of what has enabled the fossil fuel industry to

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<v Speaker 1>operate the way it does is exactly this sort of propaganda.

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<v Speaker 1>It has given the industry social license. It's created the

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<v Speaker 1>conditions for science denial to thrive, and it works in

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<v Speaker 1>really subtle ways too. It's the reason you'll hear even

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<v Speaker 1>those who want to act on climate say things about

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<v Speaker 1>protecting oil companies while you do it. So that's the

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<v Speaker 1>story we're going to tell this season, the creation of

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<v Speaker 1>big Oil's big propaganda machine and why it's still so

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<v Speaker 1>effective today. I'm Ami Westervelt, and this is Drilled, Season three,

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<v Speaker 1>The mad Men of Climate Denial.

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<v Speaker 3>The important thing that we thought we had discovered in

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<v Speaker 3>our research, the thing we taught people need to understand,

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<v Speaker 3>was that actually the roots of the story are not

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<v Speaker 3>found in the fossil fuel industry.

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<v Speaker 2>They're found in the tobacco industry.

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<v Speaker 1>That's Naomi Eurescu's Harvard science historian and Merchant Doubt author.

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<v Speaker 1>Since Orescas first uncovered the link between big tobacco and

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<v Speaker 1>climate denial, it's been sort of accepted wisdom that big

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<v Speaker 1>oil copied big tobacco, and that's that. But that's not

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<v Speaker 1>quite the whole story. Big oil definitely copied science denial

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<v Speaker 1>from the tobacco industry's playbook. Aurescus has proven that thoroughly.

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<v Speaker 1>Just like tobacco funded studies about all the other causes

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<v Speaker 1>of lung cancer to create doubt about its product really

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<v Speaker 1>being so bad, the oil guys funded research on all

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<v Speaker 1>the other potential causes of global warming, long after they

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<v Speaker 1>knew the primary culprit was fossil fuels. But there's more

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<v Speaker 1>to Big Oil's strategy than science denial, a lot more.

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<v Speaker 1>Big oil started trying to influence the public a long

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<v Speaker 1>time before it got into the scientific spin game. In fact,

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<v Speaker 1>the oil industry wrote the playbook on American propaganda in general,

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<v Speaker 1>a lot of the techniques that we still see today,

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<v Speaker 1>fake news, disinformation campaigns, even changing the vocabulary we used

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<v Speaker 1>to talk about, things like how we went from the

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<v Speaker 1>greenhouse effect to global warming to climate change. All of

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<v Speaker 1>that and more was created for the benefit of the

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<v Speaker 1>oil industry. Science denial is one front in Big Oil's

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<v Speaker 1>idea war, and it's an important one, but it's not

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<v Speaker 1>the only one.

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<v Speaker 2>Here's Bob Brule again.

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<v Speaker 3>Well, why and share of the effort that these guys

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<v Speaker 3>are spending money on. It's not on science denial. Yes,

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<v Speaker 3>they spend this much on science denial, and I'm not

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<v Speaker 3>saying that that isn't important and doesn't count. But they're

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<v Speaker 3>spending probably five or ten times more on all this

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<v Speaker 3>corporate promotion advertising.

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<v Speaker 1>When oil companies and trade groups like the American Petroleum

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<v Speaker 1>Institute pay public relations firms, it's not just for advertising

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<v Speaker 1>or even for dealing with the media. It's also for

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<v Speaker 1>less obvious tactics that aim to create a generally positive

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<v Speaker 1>view of the industry. If that sounds like some sort

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<v Speaker 1>of psychological warfare, it is. There's a long history of

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<v Speaker 1>military intelligence experts getting into the pr business, many of

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<v Speaker 1>them on behalf of Big Oil. Over the past century,

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<v Speaker 1>multiple generations of these guys have built an extensive, you

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<v Speaker 1>could say, well oiled publicity machine. That machine has shaped

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<v Speaker 1>American opinions on the environmental impacts of oil and the

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<v Speaker 1>importance of the fossil fuel industry. It's that apparatus that

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<v Speaker 1>the courts are starting to call into question today and

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<v Speaker 1>that the public is finally starting to see too. And

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<v Speaker 1>it all started more than one hundred years ago with

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<v Speaker 1>the first oil tycoon, John D.

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<v Speaker 2>Rockefeller.

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<v Speaker 5>No, on this my birthday, I desire to reaffirm my

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<v Speaker 5>belief in the fundamental principles upon which this country was founded,

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<v Speaker 5>their birthday, unselfish emotions of the common good, and believe

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<v Speaker 5>in God.

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<v Speaker 1>There he is, on his ninety third birthday with his

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<v Speaker 1>brown little glasses, sounding like a true American patriotism.

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<v Speaker 2>Morality, the common good. Now, John D.

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<v Speaker 1>Rockefeller was a very religious guy, but this image here

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<v Speaker 1>is really the result of decades worth of grooming and

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<v Speaker 1>management from the world's first pr guy.

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<v Speaker 2>The foundations of modern pr in general, and the fossil

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<v Speaker 2>fuel propaganda machine in particular, were built around rehabilitating the

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<v Speaker 2>Rockefeller family's image back in the early nineteen hundreds, and

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<v Speaker 2>specifically to counter the work of one woman, an investigative journalist,

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<v Speaker 2>one of the first muckrakers, a woman named Ida Tarbell.

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<v Speaker 4>This is supreme wrongdoing cloaked by religion. There is but

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<v Speaker 4>one name for it, hypocrisy.

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<v Speaker 1>So Ida Tarbell starts digging into Standard Oil at the

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<v Speaker 1>dawn of the century. She was a pretty established journalist

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<v Speaker 1>and a biographer at this point. So she said about

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<v Speaker 1>writing what she thought was going to be a biography

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<v Speaker 1>of John D. Rockefeller and Standard Oil. And she was

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<v Speaker 1>really determined and dogged in her pursuit of information. She

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<v Speaker 1>would track down these archives of documents and then go

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<v Speaker 1>to pick up a box and find that all the

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<v Speaker 1>documents had been destroyed. But she kept out at and

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<v Speaker 1>she found people inside the company that would talk to her,

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<v Speaker 1>and she did find some documentary evidence eventually too.

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<v Speaker 2>And what she ends up.

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<v Speaker 1>Pulling together with all of that is a nineteen part

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<v Speaker 1>series on Standard Oil and basically how John D. Rockefeller

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<v Speaker 1>had scammed his way into a monopoly. At the time,

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<v Speaker 1>he controlled everything about oil, from drilling to refining, pipelines

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<v Speaker 1>to railroads.

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<v Speaker 4>Rockefeller and his associates did not build the Standard Oil

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<v Speaker 4>Company in the boardrooms of Wall Street banks. They fought

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<v Speaker 4>their way to control by rebates and drawback, bribe and

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<v Speaker 4>blackmailt espionage, and price cutting.

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<v Speaker 1>Rockefeller had put hundreds of hard working independent producers out

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<v Speaker 1>of business. He'd been given an unfair competitive advantage, and

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<v Speaker 1>the public was outraged.

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<v Speaker 2>So was President Theodore Roosevelt.

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<v Speaker 1>By nineteen oh six, the Department of just As filed

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<v Speaker 1>an anti trust claim against Rockefeller. Five years later, the

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<v Speaker 1>US Supreme Court ruled that Standard Oil had in fact

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<v Speaker 1>violated anti trust laws and needed to be broken up.

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<v Speaker 2>And just a few.

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<v Speaker 1>Years after that, Rockefeller's son was in the news, also

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<v Speaker 1>getting bad press, this time at the company's mine in Colorado.

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<v Speaker 3>Mineers out of doors, out from the houses that the

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<v Speaker 3>company own.

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<v Speaker 2>May have heard that very famous Wooden Gustrie song.

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<v Speaker 1>It was written about a massive strike at Rockefeller's coal

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<v Speaker 1>mine in Ludlow, Colorado, in the summer of nineteen thirteen,

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<v Speaker 1>United Mine workers began to organize the eleven thousand coal

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<v Speaker 1>miners employed by the Rockefeller owned Colorado Fuel and Iron Company. Initially,

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<v Speaker 1>workers asked to meet with management to air their grievances

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<v Speaker 1>low pay, long and unregulated hours, and the fact that

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<v Speaker 1>they were only allowed to live and trade in the

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<v Speaker 1>company town. That meant everything they bought was just paying

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<v Speaker 1>money back to the company they were worked for, and

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<v Speaker 1>it gave the company an enormous amount of control over

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<v Speaker 1>their lives, even though those rights had already been legally.

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<v Speaker 2>Granted to workers.

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<v Speaker 1>Management wasn't having it, so a month later, eight thousand

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<v Speaker 1>Colorado mine workers went on strike. Of course, first Rockefeller

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<v Speaker 1>evicted them from their company owned homes, which was the

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<v Speaker 1>entire point of why company towns aren't great for workers

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<v Speaker 1>on strike and homeless. The miners and their families set

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<v Speaker 1>up a tent setting near the mine. By nineteen fourteen,

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<v Speaker 1>about twelve hundred people were living in that camp. It

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<v Speaker 1>was a huge protest, but that wasn't necessarily new at

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<v Speaker 1>this point in history. What made the Ludlow strike infamous

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<v Speaker 1>was what Rockefeller did to bust it. Private security guards

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<v Speaker 1>and the National Guard showed up at the protest camp

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<v Speaker 1>with machine guns. They lit tents on fire and sprayed

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<v Speaker 1>the camp with bullets, killing twenty two protesters, including women

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<v Speaker 1>and children. A riot broke out, including more guns on

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<v Speaker 1>both sides, and by the end of it, more than

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<v Speaker 1>sixty people had died. Wasn't long before every paper was

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<v Speaker 1>painting Rockefeller as the villain.

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<v Speaker 2>First the Trust thing.

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<v Speaker 1>And now this he was everything Americans were coming to

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<v Speaker 1>hate about their bosses. In desperate need of some good

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<v Speaker 1>pr Rockefeller hired this guy.

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<v Speaker 5>Rockefeller listen to me patiently, pleasantly and calmly until I'd

0:13:24.320 --> 0:13:26.600
<v Speaker 5>finished mile Upon presentation.

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<v Speaker 1>IV Ledbetter Lead is widely considered the father of public relations.

0:13:31.040 --> 0:13:34.120
<v Speaker 1>Rockefeller initially hired him to help handle the fallout from

0:13:34.120 --> 0:13:39.079
<v Speaker 1>what journalists including Ida Tarbell, had started calling the Ludlow massacre,

0:13:39.600 --> 0:13:41.920
<v Speaker 1>and Leaded such a good job they wound up working

0:13:41.960 --> 0:13:45.040
<v Speaker 1>together for the rest of his life and his handling

0:13:45.080 --> 0:13:47.760
<v Speaker 1>of Ludlow. The first thing Lee did was create an

0:13:47.960 --> 0:13:52.760
<v Speaker 1>entirely fake story. He claimed the strikers weren't even really workers,

0:13:53.080 --> 0:13:56.600
<v Speaker 1>they were plants from the labor unions. In Lee's story,

0:13:56.840 --> 0:14:00.319
<v Speaker 1>labor organizer Mother Jones had orchestrated the whole thing, and

0:14:00.360 --> 0:14:03.280
<v Speaker 1>for some reason he threw in that Jones was running

0:14:03.280 --> 0:14:06.160
<v Speaker 1>a nearby brothel. She was eighty two at the time,

0:14:06.280 --> 0:14:09.160
<v Speaker 1>so not likely. When he was asked about this story

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<v Speaker 1>decades later, Lee said, quote, what are facts anyway, but

0:14:13.440 --> 0:14:18.280
<v Speaker 1>my interpretation of what happened. Lee's approach worked. He coached

0:14:18.360 --> 0:14:21.040
<v Speaker 1>Rockefeller on how to talk, how to behave in public,

0:14:21.080 --> 0:14:23.680
<v Speaker 1>to make himself likable, how to seem like one of

0:14:23.720 --> 0:14:27.560
<v Speaker 1>the people, even which charitable projects to take on. The

0:14:27.680 --> 0:14:30.880
<v Speaker 1>press never knew what hit him, and when Rockefeller died,

0:14:31.040 --> 0:14:35.680
<v Speaker 1>he was remembered as a kindly philanthropist, a hard working industrialist,

0:14:36.120 --> 0:14:40.480
<v Speaker 1>and a true blue American. Standard Oil's progeny, of course,

0:14:40.560 --> 0:14:45.640
<v Speaker 1>became today's oil giants Exon now Exon Mobil, Conico, Phillips,

0:14:45.760 --> 0:14:48.520
<v Speaker 1>and Chevron. And just like you can draw a straight

0:14:48.600 --> 0:14:52.200
<v Speaker 1>line from Standard Oil to Chevron and Exon Mobile, today

0:14:52.400 --> 0:14:55.920
<v Speaker 1>you can see Ivy Ledbetter Lee's fingerprints all over the

0:14:55.960 --> 0:14:58.440
<v Speaker 1>oil industry's disinformation campaigns.

0:14:58.680 --> 0:14:59.680
<v Speaker 2>It's the same.

0:14:59.520 --> 0:15:03.280
<v Speaker 1>Tactic Lee used to rehabilitate Rockefeller's image way back then.

0:15:03.920 --> 0:15:08.520
<v Speaker 1>Fake news crisis actors corporate philanthropy as a PR move,

0:15:09.000 --> 0:15:12.040
<v Speaker 1>all to shift the public's focus away from a company's

0:15:12.040 --> 0:15:15.600
<v Speaker 1>bad behavior, the company that's working to bring affordable, scalable

0:15:15.680 --> 0:15:19.440
<v Speaker 1>carbon capture to industries around the world. So who exactly

0:15:19.600 --> 0:15:21.960
<v Speaker 1>was Ivy led Better Lee, What did he end up

0:15:21.960 --> 0:15:25.320
<v Speaker 1>doing for Rockefeller and Standard Oil in the years following

0:15:25.360 --> 0:15:28.720
<v Speaker 1>the Ludlow massacre, Why did he love Russia so much?

0:15:29.080 --> 0:15:32.040
<v Speaker 1>And what exactly made him so good at propaganda that

0:15:32.120 --> 0:15:35.840
<v Speaker 1>a certain German dictator came calling just a few years later.

0:15:43.280 --> 0:15:45.960
<v Speaker 2>We'll get into all of that and more next time.

0:15:50.320 --> 0:15:54.680
<v Speaker 3>The oil companies, especially Standard Oil and then later on

0:15:54.760 --> 0:16:01.840
<v Speaker 3>through API, were really the beginners and probably the greatest

0:16:01.920 --> 0:16:08.400
<v Speaker 3>institutionalized effort at developing corporate propaganda to support their industry.

0:16:10.400 --> 0:16:14.040
<v Speaker 1>Drilled is part of the Critical Frequency podcast Network. The

0:16:14.080 --> 0:16:17.400
<v Speaker 1>show is reported, written, and produced by me Amy Westervelt.

0:16:17.480 --> 0:16:21.520
<v Speaker 1>Julia Richie is our editor. Our managing producer is Katie Ross.

0:16:21.800 --> 0:16:25.880
<v Speaker 1>She also created this season's incredible artwork, sound design, scoring

0:16:25.920 --> 0:16:30.520
<v Speaker 1>and mixing by b Emon. Riga Murphy is our editorial advisor.

0:16:30.760 --> 0:16:33.960
<v Speaker 1>Meamula Schaance is our fact checker. Special thanks to Richard

0:16:33.960 --> 0:16:37.600
<v Speaker 1>Wiles and to our First Amendment Attorney, James Wheaton and

0:16:37.680 --> 0:16:41.120
<v Speaker 1>the First Amendment Project, Drilled is made possible in part

0:16:41.160 --> 0:16:43.840
<v Speaker 1>by a generous grant from the Institute for Governance and

0:16:43.880 --> 0:16:45.120
<v Speaker 1>Sustainable Development.

0:16:45.440 --> 0:16:48.560
<v Speaker 2>We appreciate their support. You can find Drilled on.

0:16:48.520 --> 0:16:52.880
<v Speaker 1>Apple Podcasts, Spotify, Stitcher, or wherever you get your podcasts.

0:16:53.120 --> 0:16:55.200
<v Speaker 1>Don't forget to leave us a rating, a review. It

0:16:55.240 --> 0:16:58.000
<v Speaker 1>really helps the show. And you can follow us on

0:16:58.040 --> 0:17:01.200
<v Speaker 1>Twitter now at we are Drilled, and visit our new

0:17:01.240 --> 0:17:06.240
<v Speaker 1>website drillednews dot com for climate accountability, reporting, newsletters, and

0:17:06.400 --> 0:17:09.679
<v Speaker 1>behind the scenes stories from this season. Thanks for listening

0:17:09.720 --> 0:17:10.800
<v Speaker 1>and we'll see you next time.