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Home > Features > Details
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Dow fights for its image, but not the
victims in Bhopal |
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Tue 10 December 2002 |
NETHERLANDS/Amsterdam |
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"Did you know... that Dow Chemical
is responsible for the birth of the modern environmental
movement?" So begins an internet spoof of Dow Chemical
Company's smarmy public relations website which has caused a
bit of a web sensation over the last few weeks. |
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It briefly appeared at http://www.dow-chemical.com/ for about 72
hours before Dow shut it down. The site mimicked Dow's real
site closely in design and content, but contained some
uncharacteristic honesty about such things as sustainable
development and the Bhopal disaster, which departed from Dow's
normal spin.
Regarding the Bhopal disaster, the parody
site said: "We understand the anger and hurt," said Dow
Spokesperson Bob Questra in the fake press release. "But Dow
does not and cannot acknowledge responsibility. If we did, not
only would we be required to expend many billions of dollars
on cleanup and compensation - much worse, the public could
then point to Dow as a precedent in other big cases. 'They
took responsibility; why can't you?' Amoco, BP, Shell, and
Exxon all have ongoing problems that would just get much
worse. We are unable to set this precedent for ourselves and
the industry, much as we would like to see the issue resolved
in a humane and satisfying way."
"But what about
Bhopal? It was an accident that occurred far away, one whose
victims have few resources to ensure Dow is held responsible
for Union Carbide's mistakes. Do we have a moral
responsibility to make sure the site of the disaster is
cleaned up and its victims compensated fairly? Of course we
do. Would we be likely to do so if we faced consumer pressure,
a major stockholder resolution, or a significant brand attack
on Dow's good name? Of course we would. Once profitability is
on the line, our moral responsibility becomes
clear."
The parody site went on to un-spin
Dow:
"Over time, we have moved away from a relatively
narrow, localised hazard management to a broader use of public
relations - essentially to reposition Dow in the public's mind
not as a chemical company, but as a company with a mission to
improve life on our planet. That's a mission no environmental
organisation can attack us for - it's their
own."
"Responsible Care is a voluntary initiative
within the global chemical industry to safely ensure the
positive images of our products are safeguarded from inception
in our public relations department, through distribution, to
ultimate disposal, and to involve the public in our
image-making processes. Born after the Bhopal disaster in
1984, Responsible Care has quickly spread to 45
countries...Setting corporate targets and judging ourselves
against them is an important part of our strategy to ensure
that we remain free of the fetters of over-regulation by
government."
The response from the
real Dow...
According to The Yes Men, an
organisation of anti-corporate pranksters who have claimed
responsibility for the spoof, the site was announced by a
press release distributed to about 400 individuals, primarily
journalists and members or fans of the artists collective
which created the site.
From there it did that internet
wildfire thing, and the site saw more than a quarter of a
million visits in just 72 hours - including more than 8000
from the Dow.com domain. Email responses to the site were
divided between a small minority who recognised the site to be
a spoof (and almost unanimously praised it) and those who
really thought Dow was responsible for the soothing but
illogical and amoral public relations hype (and universally
condemned it).
According to The Yes Men, Dow was
"hopping mad" about the spoof and within 24 hours issued a
demand to the site's Internet Service Provider, Verio, to
remove the content immediately as it was in violation of the
Digital Millennium Copyright Act (DMCA). A letter from Dow's
lawyers stated that:
"The
violation of Dow' s invaluable copyrights is causing and will
continue to cause Dow to suffer irreparable damage as long as
the website remains operational."
Verio not only
shut down Dow-Chemical.com, they shut down the entire
"thing.net" - a hosting service for dozens of artists and
activists who had no relationship to the Dow spoof - but which
included a few perennial spoof practitioners. The Verio
shutdown only lasted a few hours, until Dow lawyers figured
out that they could legally seize the domain name to shut down
the site. How?
Well, the pranksters had registered
dow-chemical.com with a fictitious email address, but under
the real name and address of Dow CEO Michael Parker's son
James Parker. Dow lawyers simply had the real James Parker
send a copy of his driver's license to the registrar as proof
he was the owner of the domain name, then demanded transfer of
the site to the real Dow corporation. The spoof content
vanished.
But the site
survives...
From Dow's perspective, the trouble
with internet activism is that everybody can play, and
plugging a hole in the dam with one finger usually leads to
another leak springing up elsewhere.
Within hours of
the site shutdown, the content returned at a new address, http://dow-chemical.va.com.au/ along with a
new link: "Download this entire site." Yes Men spokesperson
Andy Bichlbaum told the New York Times that "if Dow gets this
one too, it will continue to exist," as activists have been
encouraged to mirror the site content at additional web
addresses. The site currently appears at six different
addresses, including dowethics.com and bhopal.doesntexist.com.
Dow more concerned about its image than victims
in Bhopal
Dow has consistently refused to take
responsibility for Bhopal, clean up of the still toxic site,
or acknowledge that it inherited Union Carbide's moral and
legal responsibilities for the disaster when it bought Union
Carbide. A wide coalition of victims of the disaster and
environmental groups have been pressuring Dow to clean up the
site, and recently marked the 18th anniversary of the tragedy
with renewed pressure on the company. All this seems to have
hit a nerve.
In an open letter from Dow CEO Michael Parker to
the staff of the company, Greenpeace has been singled out as a
particular threat to corporate morale.
"To provide
some balance to the claims you'll likely hear from Greenpeace
over the coming weeks, I wanted to reiterate Dow's perspective
on the [Bhopal] issue." Parker then notes that Dow has "for
some time, been exploring various philanthropic initiatives"
which might address the "humanitarian needs" of the Bhopal
victims. He reiterates that an Indian court has called the
average 300-500 USD per victim settlement provided by Union
Carbide "just, equitable and reasonable," despite the fact
that no provision was made for cleanup of the site and
uncompensated injuries and fatalities continue to mount.
Parker then states the bottom line in stark,
challenging terms:
"What we cannot and will not do -
no matter where Greenpeace takes their protests and how much
they seek to undermine Dow's reputation with the general
public - is accept responsibility for the Bhopal
accident."
When Dow bought the assets of Union Carbide
in December of 2001, they also bought the liabilities. If Dow
wants to live up to the lofty terms of the self-image of
Corporate Responsibility they proclaim at their web site, Dow
is going to have to accept that ducking responsibility for
Bhopal is simply not good enough.
At Dow's real web
site, the company claims that "We are part of an ever-evolving
global society - one that values organisations such as Dow not
only for our products and services, but also for the
distinctive contributions we make to our world and its
people."
A truly distinctive contribution to our world
and its people would be for Dow to say it's simply not right
that an Indian court absolved Union Carbide of further
liability for Bhopal. What global society would truly value
would be a Dow declaration to live up to a higher standard of
moral responsibility than they are technically required to
make, and to use the greatest industrial tragedy of the last
century to set the highest benchmark of corporate
responsibility that the world has yet seen.
All that
would take is a decision to clean up Bhopal, to make real
compensation for the dead, and to make real contributions to
improving the lot of the living. It's not a lot to ask of the
world's largest chemical company. Here is a chance for them to
improve life, daily.
You can help
make Dow responsible for Bhopal, write to Dow and tell them to clean up their
act.
What do you
think?
In all, several hundred people wrote to
the site authors including journalists seeking interviews with
"Michael Parker" about his press release. Most were appalled
at the statements in the press release, but not so surprised
that they suspected the release to be a hoax.
What do
you think about Dow's refusal to clean up the site of the
Bhopal disaster and properly compensate victims. Join the
Greenpeace open house.
Here's a sample of the email
responses posted on the parody site:
"I'm
actually a shareholder of Dow Chemical and don't agree with
your position that your responsibility is strictly to your
shareholders. I feel that corporations have a civic and moral
responsibility as well. Let's be honest. If it hadn't happened
in a third-world country, such as India, this issue wouldn't
have been so "inexpensively" dealt with and so easily swept
under the rug. Dow Chemical is merely justifying its decision
on no other grounds than the obvious fact that ducking the
issue works in your favor."
"I am shocked,
appalled, horrified, sickened and disgusted with you. I guess
"corporate responsibility" is the biggest oxymoron of them
all. Rest assured, you will never receive a dime from me as a
customer. I will make sure I boycott any company that has any
connection to yours.
"Some time ago I had a debate with
a friend about whether or not "evil" exists. I took the side
that it doesn't. People are just misguided, I said. Well, I
take it back. You are EVIL INCARNATE!!!!!!"
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