Social Media Today--the name of our company as well as this site--manages a number of other communities that adhere to the same model of user-contributed content as this one.
Over the course of the last several days, one of those communities, The Energy Collective, has become a go-to source of information about the anatomy of the Fukushima nuclear plant, and has hosted an extended conversation about the human, technological, and political implications of the serious problems unfolding there against a backdrop of great tragedy in northern Japan.
One post in particular has been a lightning rod, attracting more than 100,000 visits since it was published last weekend. It was submitted by Barry Brook, a respected blogger on nuclear energy who writes at BraveNewClimate. The body of the post was written by MIT economist Joseph Oehmen, providing technical background on the Fukushima crisis and arguing, based on information available to him at the time, that the reactor failures did not represent a significant risk to human health.
You can read more about the sourcing of that post here.
The post was originally written as an email to a relative and it was designed to reassure. Amidst detail about the structure of the Fukushima plant, the architecture of the containment layers, and the decay rates and threats posed by potential radioactive releases, the post was overly-sanguine about the way the problems at Fukushima would progress.
The Energy Collective published that post not because of its rosy perspective, but in spite of it. Because the vast majority of that text contained more good information about the technology and science involved than was available from any mainstream news source we knew of.
As the situation at Fukushima deteriorated, and it became apparent that large numbers of people were turning to this post for information, the author's account was revised by members of MIT’s Department of Nuclear Science and Engineering (NSE). We replaced the original text with that revision as soon as we were aware of it. You can also read it on the NSE site.
But what is of interest to the observers of social media in this community, is the way SMT's motivation and intent have been spun in some quarters of the blogosphere without regard for accuracy.
Yesterday, Salon.com published this piece by Justin Elliott, titled "Debunking a viral blog post on the nuke threat." In it, he asserted that the Energy Collective post was part of a conscious campaign of pro-nuclear advocacy, and that our community was "run by" our sponsor, Siemens AG.
Both claims are utterly baseless.
The Energy Collective was (and still is) a labor of love for us at Social Media Today. We built it to be a safe haven for smart, pragmatic and civil discussion of the critical issues surrounding energy and climate. Our dedication to transparency and our integrity have attracted some of the most recognized, thoughtful and credentialed thinkers in the space to become contributors. We have no agenda but to cultivate a respect for facts and for members to demonstrate respect for each other, even in disagreement.
We ran the Energy Collective without sponsor support for almost two years before we found in Siemens a partner that shared our ideals and saw value in being the steward of what we do. Siemens has no ownership stake in our company, has never been invited to participate in our editorial process, and has never requested to do so. Periodically, their own experts blog on the site or participate in Webinars. We are transparent about the affiliation of Siemens contributors.
Mr. Elliott could have clicked on the site's "About" link to figure all this out. If he was still uncertain, he could have contacted us.
He didn't.
But here's what really validates The Energy Collective's integrity. With the exception of occasional special event or topic coverage, our member-bloggers participate with us for only one reason: because they choose to. Because we provide a platform for their best thinking. And because they are proud to be associated with the other members of our community.
We know that our integrity is the only real asset we have.
Which is not to say we don't make mistakes. We do. But that's the beauty of online media. You always have the opportunity to own up when you fall short of the standards to which you aspire.
I hope we at Social Media Today will always have the courage to admit it when we screw up.
The question is, will Salon?
Salon Gets The Energy Collective Wrong
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Peter Herbst said:
Either Siemens is a benevolent corporate group with no ulterior motives, only interested in presenting unmitigated facts about energy, even though one of their main business areas is building nuclear power plants. Or you're a bunch of whiny bastards, that can't spell "conflict of interest".
David Lewis said:
My reading of part of the Energy Collective attitude is in line with one of Mark's points, i.e. TEC "published that post not because of its rosy perspective, but in spite of it". The "in spite of" suggests a bias in favour of believing hell was indeed upon us, or at least upon Japan, which was in line with the general attitude displayed by most if not all media in North America.
Look at what that Salon article argues: Oehmen was wrong about what he thought, and because he thought that radiation exposure due to excaped fission products from Fukushima would prove to cause no one any more harm than an airplane flight, he and whoever hosted his piece must be evil ignorant industry shills. Mark Lazen of TEC stikes back saying well we hosted that article "in spite of" the fact it contained, presumably, this opinion, so there, we aren't evil whatever you said we were.
The fact that something very much like this opinion, i.e. that fears of what could happen at Fukushima were very much overblown, was widespread among those knowledgeable about nuclear power, is ignored.
I might have written, in TEC's defense, that TEC has never advertised that it even so much as attempts to verfiy the facts that opinions expressed in what it posts are based on, how could it or why should it, as it is a site where differing opinions that TEC thinks are of interest to its readers are presented. The "comments" section is available for those in disagreement, and TEC prominently advertises seeking new opinions to post. Eg:
In this unusual case because of the high level of interest, the attack by Salon etc., misgivings felt by TEC editors, a note could have been attached to the piece saying TEC editors suggest the critique of this piece done by MIT's Nuclear Science Department should also be read by those not familiar with what goes on normally at TEC.
That opinion of Oehmen's, although proven to be mistaken, proved to be less far off the mark than the opinions of those who feared a catastrophe of the order of magnitude of Chernobyl or worse, which is apparent now that the dust is settling:
Dr. Robert Gale, who directed the medical effort at Chernobyl, who just returned from Japan after advising the Japanese Cabinet on what to do at Fukushima, is saying it looks at this point as if the evacuated population will suffer no detectable ill effects, and even the plant workers, except for the few acute cases who burned the skin around their ankles in radioactive water which he states is not serious, will not have detectable effects. Dr. Gale works at Imperial College in London, one of the world's great insitutions when it comes to studying radiation.
I argue in a post submitted but not yet posted by TEC "New York Times Coverage of Fukushima", citing the wild speculation that ignored or downplayed what genuine expert opinion was which the NYT published at the height of the crisis, that it is time this knee jerk attitude that favours reporting that confirms prejudice rather than reports on what the actual situation is or what the relevant experts think about it should change.
The idea of "balance", which I have seen for decades as climate science was reported, where the views of most of the genuine experts in the world are treated simply as one pole in a debate with really fringe characters who don't actually do current state of the art climate research featured as the other pole, leaving the net story as "scientists disagree" about what the state of present knowledge in climate science is, which at least presents the views of the actual expert climate scientists, is thrown out the window when it comes to nuclear power.
Expert opinion is suspect unless it is that of an "expert" who works for an anti nuclear organization. Eg: I submitted this post to TEC at the height of the crisis which consisted entirely of the views of Ted Rockwell which were written by him in the light of Fukushima and saw the post rejected. Ted's credentials are unique and impeccable: he was the technical director of the program that built the world's first commercial nuclear reactor. I found this astonishing.
The Energy Collective behaved unusually during the height of the Fukushima crisis, and the reason was the kitchen was getting hot. TEC was getting noticed. The Oehmen post in its first incarnation remains the most read item TEC has ever hosted.
Alyson Stone said:
Owning up to errors is a best practice. There are countless examples of the benefits of authentic, sincere responses to (and apologies for) mistakes. It's one thing to be able to defend your organization in public; it's quite another to have that acknowledged by the organization that erred. I hope Salon has the common sense and moral good judgment to do so.
Marc Gunther said:
Well said, Mark. Both the Salon story and now your response are part of the self-correcting character of the blogosphere. Those of us who participate here believe that in the marketplace of ideas, the best (and most accurate) ideas will eventually rise to the top!
Dragos Ilinca said:
There have been countless examples where this scenario has happened. In our ADD society, you discover a veine of an idea and you go out shouting to the whole village that you've discovered the biggest gold deposit ever.
It takes time to start digging and follow the veine to figure out whether there's really something there. And you miss the short window of opportunity to capitalize on the virality of the initial article. iaThat's why journalism these days has decreased in quality so much.
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