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Guest commentary by Michael Tobis

This is a deep dive into the form and substance of Michael Shellenberger’s promotion for his new book “Apocalypse Never”. Shorter version? It should be read as a sales pitch to a certain demographic rather than a genuine apology.

Michael Shellenberger appears to have a talent for self-promotion. His book, provocatively entitled “Apocalypse Never” appears to be garnering considerable attention. What does he mean by that title? Does it mean we should do whatever we can to avoid an apocalypse? Does it mean that no apocalypse is possible in the foreseeable future? For those of us who haven’t yet read the book (now available on Kindle), Shellenberger provides an unusual article (at first posted on Forbes, then at Quillette and the front page of the Australian) which appears less a summary than a sales pitch, an “op-ad” as one Twitter wag put it.

It’s called “On Behalf Of Environmentalists, I Apologize For The Climate Scare”. In short, Shellenberger lands clearly on the naysayer soil. Not much to see, everyone. Cheer up, carry on, these are not the droids you’re looking for.

FEW PEOPLE KNOW THAT THE MOON IS MADE OF CHEESE

In support of this insouciance, Shellenberger offers twelve “facts few people know”. Most of the points are defensible to some extent, and most of them raise interesting topics. A main purpose of this article is to provide references to the relevant discussions. But in going through it, it’s worth keeping an eye on the rhetorical purposes of the items, which appear a bit scattershot, and to the rhetorical purpose of the list, which might appear rather obscure.

Clearly labeling the list “facts that few people know” implies that all these points unambiguously refute common beliefs that are widely. And the “apology for the climate scare” indicates further that these beliefs are widely held by a supposedly misguided community of “climate scared”. A defender of the list, Blair King suggests that “[Shellenberger] identified false talking points used repeatedly by alarmists to misinform the public and move debate away from one that is evidence-based to one driven by fear and misinformation”. That does seem to be a fair reading of the stated intent of the list, but it just doesn’t ring true as a whole.

Speaking as a verteran “climate scared” person, the items don’t seem especially familiar. It’s hard to imagine a conversation like this:“Gosh, climate change is an even bigger threat to species than habitat loss.”“I know, and the land area used for producing meat is increasing!”As Gerardo Ceballos said:

This is not a scientific paper. It is intended, I guess, to be an article for the general public. Unfortunately, it is neither. It does not have a logical structure that allows the reader to understand what he would like to address, aside from a very general and misleading idea that environmentalists and climate scientists have been alarmist in relation to climate change. He lists a series of eclectic environmental problems like the Sixth Mass Extinction, green energy, and climate disruption. And without any data nor any proof, he discredits the idea that those are human-caused, severe environmental problems. He just mentions loose ideas about why he is right and the rest of the scientists, environmentalists, and general public are wrong.

What causes the strange incoherence of these “facts few people know”? At the end of this review I’ll propose an answer. Meanwhile, I will consider several questions regarding each item:

• VALIDITY Is the claim unambiguously true? Unambiguously false? Disputed?
• RELEVANCE TO CLIMATE Is the claim directly relevant to climate concern/”climate scare” or is it more of interest to tangentially related environmental issues?
• SALIENCE Is the contrary of the claim widely believed by environmental activists? Does widespread belief in the claim contribute materially to an excess of climate concern?
• IMPLICATION What is the rhetorical purpose of the question?
• REALITY To what extent is the rhetorical purpose justified?