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In the world of PR, this man is a big deal.
在公关界，这个人是个大人物。
With the increase of political uprisings and pressure from the left in the 1960s, Howard Chase decided to rewrite the rulebook for how corporations can win over customers.
20世纪60年代，随着政治起义和左翼压力的增加，霍华德·蔡斯决定重写企业如何赢得客户的规则手册。
In 1969, he laid out his plan in front of the PR Society of America.
1969年，他在美国公关协会面前提出了他的计划。
Journalist Amy Westervelt describes his new vision on her podcast, Drilled: “Instead of trying to sell the public on the idea that a corporation’s values were aligned with their own.
记者艾米·韦斯特维特在她的播客《钻探》中描述了他的新愿景：“不要试图说服公众相信公司的价值观与他们的是一致的。
Chase argued that PR professionals should be shifting those values to align with corporate interests and that they could do that by shaping culture and public policy.”
蔡斯认为，公关专业人士应该改变这些价值观，使之与企业利益保持一致，他们可以通过塑造文化和公共政策来做到这一点。”
After he formulated that plan, he went to work creating advertisements like this: “People start pollution, people can stop it.”
在他制定了这个计划后，他开始制作这样的广告：“污染始于人类，也可以终于人类。”
This PSA was funded by the US plastic and packaging industry to encourage recycling over all-out packaging bans.
这则公益广告是由美国塑料和包装业资助的，以鼓励回收利用，而不是全面包装禁令。
Bans which would hurt the profits of the packaging industry.
因为这些禁令会损害包装业的利润。
It was such a success in turning the public’s ire back onto their individual actions, that Chase’s new way of PR became the golden tactic for dirty industries like fossil fuels.
这种将公众的愤怒转向个人行为的方法如此成功，以至于蔡斯的新公关方式成为了化石燃料等肮脏行业的黄金策略。
“Do people really do these things just to help an endangered species make it through the night? People do”
“人们真的会做这些事，好帮助濒临灭绝的物种熬过夜晚吗？会”
Commercials like this “because oil and gas are part of just about everything you touch” and this “we can help our customers reduce their carbon footprint” now flood the airways showing us that fossil fuels are essential to society while simultaneously framing individual consumption as the driver of energy demand and ultimately the reason why we have fossil fuels still.
“因为你接触到的几乎所有东西中，都有一部分是石油和天然气”这样的广告，以及“我们可以帮助我们的客户减少他们的碳足迹”这样的广告，在广播频道到处可见，向我们展示化石燃料对社会是必不可少的，同时将个人消费诬陷为能源需求的驱动力，并最终成为我们仍然使用化石燃料的原因。
Much like the tobacco industry in the latter half of the 20th century, the fossil fuel industry has engaged in an ever-morphing campaign of obfuscation and blame to slow down and redirect climate action.
就像20世纪下半叶的烟草行业一样，化石燃料行业一直在进行一场不断变化的混淆视听和指责运动，以减缓和改变气候行动的方向。
Since 1977, fuel giants like ExxonMobil have understood the science and severity of climate change.
1977年以来，像埃克森美孚这样的燃料巨头已经了解了气候变化的科学性和严重性。
Back in the 1980s, Exxon even retrofitted an oil barge with state-of-the-art tools to measure and understand global warming more thoroughly, released internal reports citing the potential catastrophic effects of a changing climate, and more.
早在20世纪80年代，埃克森美孚甚至用最先进的工具改装了一艘石油驳船，以求更彻底地测量和理解全球变暖，它还发布了引用气候变化潜在灾难性影响的内部报告，等等。
But oil and gas companies also knew that preventing climate change meant ending fossil fuel production.
但石油和天然气公司也知道，阻止气候变化就意味着要停止化石燃料生产。
So, instead of eating the cost and saving the planet, the oil and gas industry buried their findings and started muddying the messaging around climate change.
因此，石油和天然气行业没有承担成本、拯救地球，而是掩盖了他们的发现，开始混淆有关气候变化的信息。
They did this through a number of methods, but one of the most prevalent, and effective, was to blame the individual consumer for this crisis.
他们通过许多方法做到了这一点，但最普遍、最有效的方法之一是将这场危机归咎于个人消费者。
I’ve talked extensively about BP’s marketing campaign to popularize the carbon footprint in past videos, but that’s really just the tip of the iceberg.
在之前的视频中，我已经广泛地讨论了英国石油公司普及碳足迹的营销活动，但这实际上只是冰山一角。
A comprehensive study of ExxonMobil’s internal documents and public messaging found that they consistently used language emphasizing that consumer demand drives fossil fuel production.
对埃克森美孚内部文件和公开信息的全面研究发现，他们始终使用强调消费者需求推动化石燃料生产的言论。
Rhetoric that ultimately heaps the burden of climate change onto the individual, and guilts them for not doing their part.
这些言论最终会将气候变化的负担堆积在个人身上，并指责他们没有尽到自己的责任，让他们因此内疚。
Chevron does this same characterization of climate change as a consumer problem in commercials like this: “Energy demands are rising.
雪佛龙在广告中同样将气候变化描述为消费者的问题：“能源需求正在上升。
That's why at Chevron we're increasing production in the Permian basin by 15%.”
这就是雪佛龙将二叠纪盆地产量提高15%的原因。”
And Shell employs this tactic as well: “we want to help you to reduce your car's co2 emissions.”
壳牌也采用了这一策略：“我们希望帮助您减少汽车的二氧化碳排放。”
These commercials aren’t outliers.
这些广告并不是特例。
They’re pieces of a much larger marketing blitz trying to change the way we think about climate action.
它们不过是一场规模更大的营销闪电战的一部分，目的是试图改变我们对气候行动的看法。
According to The Guardian, “Over the last three decades, five major US oil companies have spent a total of at least $3.6bn on advertisements” and that doesn’t even include campaign donations or sponsored events like beach cleanups.
据《卫报》报道，“在过去的三十年里，美国五大石油公司在广告上总共花费了至少36亿美元”，这甚至还不包括竞选捐款或赞助的海滩清理等活动。
The percentage of green claims made by major oil companies dwarfs the percentage of their actual spending on low-carbon investments.
大型石油公司提出的环保声明的占比，远远超过了它们在低碳投资上实际支出的比例。
And they’re spending that money because it works.
他们花这笔钱是因为这很管用。
Collective struggle, strikes, and larger structural changes that would actually force fossil fuel corporations to own up to the mess they’ve created.
集体斗争、罢工和更大的结构变化，这些实际上会迫使化石燃料公司承认他们制造的麻烦。
Climate change is fundamentally born out of oil and gas production; and the recasting of this crisis into one that is driven by consumers making everyday choices is deeply rooted in neoliberal ideology.
气候变化从根本上源于石油和天然气生产；而将这场危机重塑为一场由消费者的日常选择引发的危机的方法，深深植根于新自由主义意识形态。
A worldview which argues that production is driven primarily by individual choices made on the free market.
这种世界观认为，生产主要是由自由市场上的个人选择推动的。
This is a myth.
这是一个谬见。
We can only buy what is produced.
我们只能买生产出来的东西。
Yes, we have some choices, but those choices are determined exclusively by what is profitable to make.
是的，我们是有一些其它的选择，但这些选择能否存在也完全取决于它们是否有利可图。
And yet, fossil capital and conservative think tanks have wielded this mythology to great effect.
然而，化石资本和保守派智库已经让这一谬见发挥了很大的作用。
They’re victim blaming on a mass scale.
他们在大规模地指责受害者。
While the oil and gas industry facilitates the burning of millions of tons of carbon, we are made to feel like hypocrites when we want to fly to see our family or guilty when we buy something with plastic wrapped around it.
虽然石油和天然气行业促进了数百万吨碳的燃烧，但当我们想坐飞机去看望家人时，我们会觉得自己是伪君子，或者当我们买了有塑料包装的产品时，我们会感到内疚。
The reality is that those choices have already been decided for us at the point of production– often by the very people blaming us.
现实情况是，这些选择在生产时就已经有人为我们作出决定了--而决定的人往往正是那些指责我们的人。
This rewriting of how our economy works is so effective that those in the climate movement have started to internalize this blame and build our own neoliberal solutions from it.
这种对我们经济运行方式的改写如此有效，以至于那些参与气候运动的人已经开始内化这种指责，并据此构建我们自己的新自由主义解决方案。
