Exposed: "FrackNation" Deploys Tobacco Playbook in Response to "Gasland 2"

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Big Oil has deployed the โ€œTobacco Playbookโ€ once again, this time in response to the release of โ€œGasland 2.โ€

Itย comes in the form of a documentary film titled, โ€œFrackNation,โ€ whose co-directors’ funding in the pastย came fromย Donors Capital and Donors Trust, referred to byย Mothers Jones‘ Andy Kroll as โ€œtheย dark-money ATM of the rightโ€ and a major source of funding for climate change denial.ย 

Both โ€œGasland 2โ€ and โ€œFrackNationโ€ coverย hydraulic fracturing (โ€œfrackingโ€), the toxic horizontal drilling process via which unconventional oil and gas is obtained from shale rock basins around the country and world.ย Co-produced and co-directed by Irish couple Phelim McAleer and Annย McElhinney,ย โ€œFrackNationโ€ purportsย to be โ€œfunded by the 99 percent to combat the misrepresentations by the 1 percent of urban elites who want to tell rural Americans how to work andย live.โ€

McAleer and McElhinneyย also say they are independent journalistsย working independently of corporate funding. McAleer was referred to by theย San Francisco Chronicleย as โ€œclimate denial’s Michael Mooreโ€ and bothย McAleerย andย McElhinneyย are listed as โ€œexpertsโ€ by theย climate change-denyingย Heartland Institute.

โ€œFrackNation is an independent film and we want to remain independent of the Gas industry and be funded by ordinary people,โ€ย it says on itsย KickStarterย pageย that it used to raise $212,265 fromย 3,305 backers of the film between February-Aprilย 2012.

This isn’t the first dip in the โ€œdoubt is our productโ€ pond forย McAleer and McElhinney. In the past, they co-directed and co-produced a pro-mining documentary titled โ€œMine Your Own Businessโ€ and a climate change denial documentary titled, โ€œNot Evil, Just Wrong.โ€

Bothย McAleer and McElhinney have made a living in recent years deploying the โ€œTobacco Playbook,โ€ mutating settled scientific debates on energy and climate catastrophe into false two-sided affairs, which corporate-funded news media take and run with as โ€œhe-said, she-saidโ€ stories.ย 

Filmmaker’s History of Tobacco Playbookย Deployment

โ€œFrackNationโ€ made its public debut in Jan. 2013, coinciding with the release of โ€œPromised Land,โ€ a Hollywood drama starring Mattย Damon.ย 

โ€œIt’s time Hollywood celebrities and environmentalists were asked some difficult questions about their anti-fracking activities and ideologies. And that’s what FrackNation does,โ€ McAleer said in aย press release announcing the world premiere.ย 

McAleer and McElhinney are nowย singing a similar tune about โ€œGasland 2,โ€ย as it approaches its July 8 HBO releaseย date.ย 

โ€œMine Your Ownย Businessโ€

Countering popular environmental struggles and luminaries is the modus operandi for McAleer and McElhinney, withย a track record of doing so dating back to the mid-2000’s.ย Their first public foray into the world of โ€œmarketing doubtโ€ came with the release of their โ€œMine Your Own Business: The Dark Side of Environmentalism.โ€ย ย 

Released in 2006, the film was produced in response to the anti-mining protests that popped up against Gabriel Resources proposed open-pit gold mines in Romania,ย slated to be the largest in Europe. McAleer said it was โ€œthe world’s first anti-environmentalist documentary.โ€ย 

One key funder: Gabriel Resources.ย This movedย local Romanian citizen Eugen David to write that the film was pureย propaganda.ย 

โ€œBecause the gold lies squarely under and around the village of Rosia Montana, Gabriel needs to move out the local population โ€“ roughly 2000 people all in all. But it’s not only the people that will need to go,โ€ย David wrote in Jan. 2007.ย โ€œGone also would be our mountains, pastures, rivers and our churches, cemeteries and school โ€“ our community with its social fabric andย traditions.โ€

The purpose of the film was obvious: complicate the narrative on the proposed mine through ad hominem attacks on environmentalists, rather than addressing environmental issues associated with the mine itself. David and fellow citizens living in the proposed mining area didn’t buy theย bluff.ย 

โ€œAfter a first unannounced test screening in Bucharest, Gabriel Resources had to stop the film after 15 minutes because people were so revolted by what they saw,โ€ย he further explained.ย 

โ€œMine Your Own Business,โ€ however, did have a loyal fan base: the right-wing echoย chamber.ย 

Steve Milloy, a tobacco industry front man-turned-fossil fuel industry front man, wrote twoย favorableย reviewsย forย Fox News. Theย Salt Instituteย andย Atlas Societyย (named after Ayn Rand’s โ€œAtlas Shruggedโ€) echoed Milloy’s efforts.ย ย 

โ€œNot Evil, Justย Wrongโ€

Inย response to the proposed 2009 federal climate legislationย and in the run-up to the 2009 Copenhagen United Nations international climate summit,ย McAleer and McElhinney released the film, โ€œNot Evil, Just Wrong.โ€ Akin to โ€œFrackNationโ€ with โ€œGasland 2โ€ director Josh Fox, the film spends much time attacking former Vice President Al Gore in ad hominem fashion, with the film serving as a response Gore’s โ€œAn Inconvenient Truth.โ€ย ย 

โ€œIt has no commercial distributor, but instead debuted on an October 18 webcast heavily promoted by social conservative organizations like Focus on the Family and the American Family Association, as well as local Tea Party groups,โ€ aย Mother Jonesย article explained.

Paralleling โ€œMine Your Own Business,โ€ the film was met with great fanfare within the right-wing echo chamber despite lack of commercialย distribution.ย 

โ€œTheyโ€™ve held pre-screenings for bloggers and brought the film to every major conservative conference of 2009, including the Values Voter Summit and Americans for Prosperityโ€™s Defending the American Dream Summit,โ€ย one news media report explained. โ€œAt the Conservative Political Action Conference [CPAC], McAleer and McElhinney spoke right before Rushย Limbaugh.โ€

Other Big Tobacco apologists-turned-Big Oil apologists also helped promote the film: Grover Norquist’sย Americans for Tax Reformย andย theย Heritage Foundation,ย theย Cornwall Alliance,ย The Washington Examiner,ย Collegians for a Constructive Tomorrowย (CFACT), theย Fraser Institute,ย Breitbart.com, andย Right Online.ย ย ย ย ย ย 

McAler and McElhinneyย have brought the Tobacco Playbook to the big screen. The question remains: who’s fundingย them?

Donors Trust, Donors Capital Funding McAleer,ย McElhinney

โ€œMine Your Ownย Businessโ€

โ€œMine Your Own Businessโ€ was funded by Gabriel Resources, but Gabriel wasn’t the only fundee. The other patron: Donors Trust/Donorsย Capital.

In the past,ย McElhinney and McAleer were formerly Fellowsย at theย Moving Pictureย Instituteย (MPI), founded by Thor Halvorssen.ย MPI, in turn, produced โ€œMine Your Own Businessโ€ย and is aย memberย of theย State Policy Network (SPN), a right-wing echo chamber network for state policy that publishes PR โ€œstudiesโ€ to promote the corporateย agenda.

Halvorssen also runs the Human Rights Foundation (HRF), whichย has takenย $764,950ย fromย Donors Trust and Donors Capitalย since 2005, according to a recent investigative story by Max Blumenthal. Blumenthal also explains MPI tookย more than $300,000 from Donors between 2005 and 2011.ย 

โ€œNot Evil, Justย Wrongโ€

โ€œNot Evil, Just Wrongโ€ also received funding from Donors.ย DeSmogBlog contributor and Guardian (UK) climate changer writerย Graham Readfearn explained in a Feb. 2012 article thatย Donorsย funnelled $24,753 toward the film.ย 

This lends an explanation as to why โ€œNot Evil, Just Wrongโ€ was promoted by well-heeled climate change deniers in the mid-2010ย Balanced Education for Everyoneย (BEE)ย campaign, calling for a โ€œbalancedโ€ scientific teaching of the climate change โ€œcontroversy.โ€ The BEE campaign parallels ones pushed for via an American Legislative Exchange Council (ALEC) model bill, by the Discovery Institute, and by theย Heartland Institute.ย 

โ€œGlobal warming alarmists want Americans to believe that humans are killing the planet,โ€ BEE‘s former website explainedย in promoting the film. โ€œBut Not Evil Just Wrong, a documentary by Phelim McAleer and Ann McElhinney, proves that the real threats to America (and the rest of the world) are the flawed science and sky-is-falling rhetoric of Al Gore and his allies in environmentalย extremism.โ€

BEE‘s campaign was run by the Independent Women’s Forum (IWF), which in Oct. 2003 signed a partnership with Americans for Prosperity (AFP), an astroturf front group founded and funded by the Koch Brothers, key funders of the climate change denial machine. The two entitites at the time announced they would share leadership, senior staff and office space, a formal relationship they say ended in 2005.ย 

IWF – before it disbanded – was formerly headed by current AFP Board Member Nancy Mitchell Pfotenhauerย from 2000-2005, who also sat on IWF‘s Board of Directors from 2005-2007.ย From 19982000, Pfotenhauerย served as a lobbyist for Koch Industries, also serving asย Senior Policy Advisor and spokesperson for the 2008 John McCain presidentialย campaign.ย 

Pfotenhauer was also the formerย Executive Vice President of Citizens for a Sound Economy (CSE), established by Charles Koch and affiliate Richard Fink and propelled by $13 million in grants from Koch Family Foundations. After CSE split into FreedomWorks and AFP, she served as AFP‘sย President and CEO. She now sits on the Board of Visitors of George Mason Universityย and on the Board of Directors of the CATO Institute, two other key entitites that make up the Koch echo chamber.ย ย 

โ€œNot Evil, Just Wrongโ€ shared the same PR firm with BEE,ย Go Ahead PR, a sure sign that the film’s release and the campaign were part of a well-coordinatedย campaign.ย 

And though McAleer andย McElhinney say โ€œFrackNationโ€ was bankrolled via a grassrootsย KickStarter fundraising drive, a deeper dig into its books – as will be seen in part two of this investigation – calls that all intoย question.ย 

Image Credit:ย ShutterStockย |ย grynold

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Steve Horn is the owner of the consultancy Horn Communications & Research Services, which provides public relations, content writing, and investigative research work products to a wide range of nonprofit and for-profit clients across the world. He is an investigative reporter on the climate beat for over a decade and former Research Fellow for DeSmog.

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