Media Savvy: It isn't easy getting a grip on global warming

Global warming, as a news story, is not just warm. It's absolutely sizzling. Forget yellow journalism. Some say we're now in the era of green journalism.

Melting ice caps?

Great visuals.

Disappearing polar bears?

Aaahhhh. The media love imperiled furry animals.

Freak storms?

We're so there, with wind-blown reporters doing live stand-ups.

Once considered dry and academic, environmental reporting has been buoyed by a combination of factors: Hurricane Katrina, Al Gore and "An Inconvenient Truth," a consensus of opinion on global warming by scientists, deadly heat waves in Europe and tsunamis in Asia, and even the Hollywood hit "The Day After Tomorrow."

But with some notable exceptions, experts are warning that, if the media are not careful, all they will manage to deliver is -- pardon the pun -- the tip of the iceberg.

"I still don't see the hard stories from the press," says John Stauber, author of such environmental books as "Toxic Sludge Is Good for You" and executive director of the Center for Media and Democracy.

"It doesn't matter how many conscientious people are going to take personal steps to save the Earth -- in the long run, if we don't pass legislation at the state, national and international level that promotes binding regulations for industries like timber, oil and coal, nothing will change."

Certainly, there's a place for reports on how individuals can do their part to help the planet. Heidi Cullen, climatologist for the Weather Channel and host of its program "Forecast Earth," says the personal stories, such as those about changing to energy-efficient light bulbs in homes, draw viewers in and, she hopes, keep their interest focused on the environment.

"If you can get people to watch '10 things to do' stories," Cullen says, "you can keep them for stories on how the climate has affected our infrastructure."

Yet many environmental journalists say the mainstream media sometimes spend too much time on quick, easy "solutions." And they can do more.

"There's some boosterism going on right now, and it's a little wide-eyed," says Chip Giller, whose online magazine, Grist, has won wide praise for its in-depth environmental coverage. "Companies are doing a lot of greenwashing through the media, so you need a skeptical eye. But that doesn't mean you can't make it fun or interesting."

National Public Radio's yearlong "Climate Connections" series -- in partnership with National Geographic -- has tried, for instance, to bridge the gap between serious issues and lifestyle reporting.

Since May, NPR has broadcast more than 120 stories and has sent reporters to far-flung locales for pieces about melting glaciers in the Alps and droughts in Algeria, drilling in the Arctic and the restoration of beaches in Florida.

Among the more unusual radio reports: how cheese- makers are noticing a change in taste because of the grasses and flowers eaten by Alpine cows; how New Zealand is using wind turbines to disperse the, shall we say, methane gas produced by sheep and cows; and how the climate is swiftly eroding European landmarks.

"We were really up to date with news and features on (global warming) because it's been on our radar forever, but we wanted to look at the whole human experience with the climate," says Anne Gudenkauf, NPR's senior supervising editor for science coverage.

"We're doing even our most scientific stories in narrative forms so people can understand the role humans play in the climate change."

The climate is also a focus at Grist, a Seattle-based online site that gets nearly 1 million page views a month; its writers and bloggers are known for their unsparing, critical looks at climate issues.

There is, however, a refreshing dose of humor as well -- something often missing from environmental coverage.

"Probably about a third of our (coverage) is the lighter green content," Giller says. "You've got to meet people where they're at. You've got to tell them how to engage in easy ways and use it as an entry point to bring them along the spectrum from light to dark green."

About the writer:

• Media Savvy by The Bee's Sam McManis runs Tuesdays in Scene. Teach him at (916) 321-1145 or smcmanis@ sacbee.com. For more on local media, read his blog postings at 21Q (www.SacTicket.com/21q).