"Coal Keeps the Lights On"
What does coal really power?
We know that the U.S. has the largest amounts of natural coal deposits and the current logic is since we have it we should use it–coal burning plants provided over 40% of U.S. electrical energy in January 2010, according to Electric Power Monthly.
We also know that burning coal is extremely harmful–the Union of Concerned Scientists states the fact simply that coal, “is the single biggest air polluter in the U.S.” They also list the whole host of unpleasant results that accompany this controversial energy source.
The film Coal Country illustrates the emotionally bitter battle between the coal industry/ devoted workers and the activists working to stop the destruction of Mountain Top Removal and coal production’s negative impact on the health, safety, economy and livability of their community’s. This power struggle, or more accurately “David and Goliath” fight against the dominant coal company’s is waging in the poorest region of the U.S. –Appalachia. The fear is real that coal is the only thing keeping people from abject poverty and yet the contrast is huge between the deserted, stagnant coal towns and the flourishing recreational and tourist industry’s in non-coal towns. Many wonder how long the scare tactics of the coal industry will work and the environmental/ economic degradation will continue. Others praise the restoration of the mountains used for coal and the ingenuity and opportunity’s of coal/ “clean coal” production. So… Does coal keep the lights on or does it keep the jobs out?
Despite the facts and figures on either side, I believe the deciding factors in the struggle will come down to the Strategic Communication of the Coal Industry.
And the industry’s relationship to its audience is failing, that was easy to see in Coal Country. There is a lack of communication about the public health crisis those regions are in. Coal is the perceived culprit and trust in the industry is lacking. They may have national television commercials but how are the people most affected being catered to?
For the industry’s credit it is quite hard to make coal look attractive and that is the problem, when looking beyond the funded commercials and into the lives of those in coal towns having to wipe black dust off their furniture, what kind of idea about coal would resonate a positive feeling for them?
Resonance?
The American Coalition for Clean Coal Electricity did a study that found creating new power plants with clean coal technology would create 150,000 new jobs . Those results are hard to trust as they have yet to be seen.
It is daunting to think of an acceptable solution for all involved in this issue…here is one example of what could be done.
http://www.good.is/post/one-west-virginia-coal-town-s-fight-for-a-clean-energy-future/
Ultimately, either the “Clean Coal Technology” message will inspire people or “Wind Farms” will inspire people. Leaders will need to run with the message, time will tell which message will resonate and what the impacts will be. At least at the end of the story little David does beat big Goliath.
–Abby Jermasek
