What happens a guy with verifiable liberal credentials (contributing editor at Rolling Stone and a contributor to The New York Times Magazine, The New Republic and Air America) just happens to have written a book highly critical of the coal industry – “Big Coal: The Dirty Secret Behind America’s Energy Future”?

You put him on television or the front page of your opinion section and you parade him out as a coal industry expert – if you’re the mainstream media that is.

But if you’re a viewer, you might not know Jeff Goodell is predisposed for a variety of reasons against the coal industry. Goodell is opposed to coal as an energy source because he believes it contributes to global warming, is not convinced technological advances will make it more environmentally friendly, thinks it is unsafe to mine and has doubts about its sustainability as a resource.

The media have found their new poster boy to rail against the coal industry.

MSNBC's "Countdown with Keith Olbermann," but with Allison Stewart filling in for an absent Olbermann, had anti-coal liberal Jeff Goodell, author of "Big Coal: The Dirty Secret Behind America's Energy Future" on the show.

Unsurprisingly, he criticized the company involved in the Utah mine collapse, as well as its CEO, Chairman of Murray Energy Corp. Bob Murray. 

"He is a sort of embodiment of a sort of 19th century kind of coal baron kind of guy," Goodell said and pointed out Murray is "a big donor to the Republican Party" and "sort of notorious with journalists."

Goodell also doubted Murray's claim that the collapse was caused by an earthquake.

As six miners are trapped in a collapsed coal mine ABC “World News Tonight with Charles Gibson” took it the opportunity to kick the coal industry while it was down – but this time in the name of global warming.

“The criticism of coal is that it’s a dirty energy source. Although many of the pollutants are being scrubbed out – it’s still high in carbon, the greenhouse gas blamed for global warming. The industry is promising some new expensive technology to remove that carbon.” said ABC correspondent David Kerley on August 8