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Deni Silberstein: Viewer Beware

Local resident, Deni Silberstein, takes issue with Rise Gold's online ad and its questionable representation of miners.

Read in The Union.


March 11, 2023

Seriously? Does anyone really believe that the picture of the pristinely clean employee proudly displayed in Rise Gold’s online ad is a true representation of a mine worker? Does anyone really believe that that picture honestly portrays a physical laborer – even one who operates a piece of machinery?

If you’ve ever been even remotely associated with labor at a construction site, then you know the truth: unless it is the first minute, of your first job at a brand-new-haven’t-yet-broken-ground construction site, a worker never looks like that. And mining is construction. It involves working close to the dirt, close to soil-encrusted rock, close to oil-bearing and grease-demanding machines, close to fabric-snagging obstacles that don’t care if you’ve just bought that new pair of jeans.

Not only do you not leave work looking like that pic, but you don’t even ARRIVE at work looking like it – dirt, grease and grime leave stains; fabric rips. That picture is a deception. It’s designed to make you think that an untruth, is true. That picture is symbolic of Rise Gold’s ongoing efforts to hoodwink the citizens into believing that the mine is green, that it’s non-polluting, almost dustless, almost noiseless, and will provide fast-food workers six-digit annual salaries.

That picture is trying to convince us that the Emperor is attired in regal and elegant clothes, when, in truth, he’s stark naked...or, at best, dirty, stained, and dead tired.

For an honest view of Rise’s intentions:

Deni Silberstein lives in Grass Valley.


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