Petro-Rhetoric in Canada

This book draws on recent theoretical advances in energy humanities and environmental communication to examine the evolution of pro-bitumen discourses in Canada since the mid-2010s. It argues that the promotion of Alberta bitumen rests on three discursive pillars: petro-prosperity, petroleum-nationalism, and extractive populism. To explicate the meanings and implications of each pillar, three prominent public campaigns are examined: Enbridge's "Life Takes Energy" campaign in 2014, the Alberta New Democratic Party (NDP) government's "Keep Canada Working" campaign in 2018, and the Alberta United Conservative Party (UCP) government s "Public Inquiry into Anti-Alberta Energy Campaigns" between 2019 and 2021. The book s analysis will offer academics and practitioners insights into the worrisome convergence of extractive rhetoric and right-wing populism, as well as suggestions for effectively communicating the necessity and urgency of a just transition toward decarbonization.

Chapter 1. Introduction. - Chapter 2. Life Takes Energy : Promoting Carbon Dependency via Lifestyle Advertising. - Chapter 3. Keep Canada Working : Promoting Resource Nationalism via Symbolic Nationalization. - Chapter 4. Public Inquiry into Anti-Alberta Energy Campaigns : The Rise of Extractive Populism. - Chapter 5. Conclusion.