The Lancet, Britain’s leading medical journal, recently published a paper analysing the country’s deaths caused by sub-optimal temperatures between 2000 and 2020.

It turns out that extreme cold was responsible for 80 times as many deaths as extreme heat.
Several other papers analysed similar data worldwide. There the difference was smaller but still impressive: cold killed 17 times more people than heat did.
When a friend of mine, who is a regular reader of, and occasional contributor to, The Lancet, told me about this, I was amazed – not so much by the facts themselves as by the complete lack of publicity they’ve received even in the medical press, never mind general interest publications.
Some Lancet readers commenting on the paper doubted the trial methodology involved, which is fair enough: medical researchers have been known to play fast and loose with data subsets. One can still wonder whether the same readers would be as ready to scrutinise the methodology had the results been opposite.
Others mentioned that the findings shouldn’t lead to any far-reaching conclusions. They were in no doubt that, as ‘our planet’ continued to overheat, the situation would reverse.
In other words, what may hypothetically happen in 100 years is more real to them than what is actually and demonstrably happening now.
As to the popular press, its loquacity on the research matched the dinnertime din at a Trappist refectory. Not a word was breathed, which is why the bet offered in the title above is safe.
I shan’t try to offer any conjecture on the likely frontpage headlines should the paper have shown it’s extreme heat that kills 80 times as many Britons. I’ll leave that to your imagination – mine isn’t fecund enough.
What interests me is the subtle ways in which propaganda can work. The tools it employs can vary from ear-splitting noise to pin-drop silence, and sometimes it’s the latter that can have the greater effect.
Ever since the anti-capitalist animus was first channelled into the conduit of the global warming fraud, activists have routinely blown certain data out of proportion while hushing up some others. For example, they’d select a short recent period that showed a steady rise in temperatures, while eschewing the proper method of analysing climate historically.
Thus the general public remains blissfully unaware of long periods in the past when global temperatures were considerably higher than now. The Roman and Medieval Warming Periods are prime examples, and not many people drove diesel-powered SUVs in those days.
The techniques involved are familiar to every adman, a group I happen to know rather well, having been one myself for 30 years. The advertising profession has a code of practice that makes it impossible to lie, which is to cite false information in support of promotional claims.
Yet the same code says nothing about deceiving: failing to disclose information that contradicts the claims made. On the contrary, admen who do so successfully are widely praised for their professional acumen (look up such terms as USP and Preemptive Benefit, both prime examples of such laudable trickery).
Then again, one expects nothing less from chaps trying to flog their wares. Hoping that a salesman will highlight the downside of his product would be presuming too much on human goodness. But in the not so distant past we did expect our mainstream media to present a balanced view of any serious subject.
That expectation has gone the way of all flesh. Nowadays our papers practise all the same tricks that are so profitably used in advertising. But if admen act according to their remit, journalists betray theirs.
Propaganda has replaced much of the reporting and most of the commentary. And people lap it up like thirsty puppies. The more energetic among them read about the imminent death of ‘our planet’ being slowly fried by greedy capitalists and join the ranks of Just Stop Oil and other such saboteurs.
The same friend who told me about the research paper also mentioned that a former editor of The Lancet was among the 30 people arrested for blocking Lambeth Bridge last October.
I wonder what the editors of The Guardian and The Mirror were doing. Slashing car tyres?