Political reporting hardly presents the only challenge for journalists seeking to go beyond he said/she said accounts, or even the most difficult one. Instead, that distinction may be reserved for media coverage of contested scientific issues, many of them with major policy ramifications, such as global climate change. After all, the journalistic norm of balance has no corollary in the world of science. On the contrary, scientific theories and interpretations survive or perish depending upon whether they’re published in highly competitive journals that practice strict quality control, whether the results upon which they’re based can be replicated by other scientists, and ultimately whether they win over scientific peers. When consensus builds, it is based on repeated testing and retesting of an idea.

Journalists face a number of pressures that can prevent them from accurately depicting competing scientific claims in terms of their credibility within the scientific community as a whole. First, reporters must often deal with editors who reflexively cry out for “balance.” Meanwhile, determining how much weight to give different sides in a scientific debate requires considerable expertise on the issue at hand. Few journalists have real scientific knowledge, and even beat reporters who know a great deal about certain scientific issues may know little about other ones they’re suddenly asked to cover.

In 1998, for instance, John H. Cushman, Jr., of The New York Times exposed an internal American Petroleum Institute memo outlining a strategy to invest millions to “maximize the impact of scientific views consistent with ours with Congress, the media and other key audiences.” Perhaps most startling, the memo cited a need to “recruit and train” scientists “who do not have a long history of visibility and/or participation in the climate change debate” to participate in media outreach and counter the mainstream scientific view. This seems to signal an awareness that after a while, journalists catch on to the connections between contrarian scientists and industry. But in the meantime, a window of opportunity apparently exists when reporters can be duped by fresh faces.