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Myths and metaphors in the media: How the “Edmonton Journal” frames energy in Alberta
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Myths and metaphors in the media: How the “Edmonton Journal” frames energy in Alberta
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Dissertation
Myths and metaphors in the media: How the “Edmonton Journal” frames energy in Alberta
2011
Overview
Using the methodology of qualitative content analysis, this research examines communications pertaining to Alberta's energy industry in the Edmonton Journal, during the weeks of September 17, 2010 until October 22, 2010. Myths of nature held by the various stakeholders in the industry are examined. Additionally, a semiotic analysis of metaphors in the media provides further insights into communication strategies. The analysis indicates that the worldviews surrounding the energy industry in Alberta are problematic in that two assumptions are made. It is assumed that humans and nature are separate and, that, using science and technology, humans can manage natural systems. A less common worldview, nature as balanced, is provided by environmentalists where it is assumed that the industry requires more regulations that reflect the natural limits within which we exist. The media contrasts these worldviews by using adversarial, metaphors. Systems oriented worldviews do not permeate the narratives within the industry.
Publisher
ProQuest Dissertations & Theses
Subject
ISBN
9780494763568, 0494763566
