Early last year in the Fox Hills neighborhood of Culver City, California, a man named Wilson Truong posted an item on the Nextdoor social media platform—where users can interact with their neighbors—warning that city leaders were considering stronger building codes that would discourage the use of natural gas in new homes and businesses. In a message titled “Culver City banning gas stoves?” he wrote, “First time I heard about it I thought it was bogus, but I received a newsletter from the city about public hearings to discuss it...Will it pass???!!! I used an electric stove but it never cooked as well as a gas stove so I ended up switching back.”
Truong’s post ignited a debate. One neighbor, Chris, defended electric induction stoves. “Easy to clean,” he wrote of these glass stovetops, which use a magnetic field to heat pans. Another neighbor, Laura, expressed skepticism. “No way,” she wrote. “I am staying with gas. I hope you can too.”
Unbeknownst to both, Truong wasn’t their neighbor at all, but an account manager for Imprenta Communications Group. Among the public relations firm’s clients was Californians for Balanced Energy Solutions, a front for the nation’s largest gas utility, SoCalGas, which aims to thwart state and local initiatives restricting the use of fossil fuels in new buildings. c4bes had tasked Imprenta with exploring how platforms such as Nextdoor could be used to engineer community support for natural gas. Imprenta assured me that Truong’s post was an isolated affair, but c4bes displays it alongside two other anonymous Nextdoor comments on its website as evidence of its advocacy in action.
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