Oil Sands in European Media: Representations of the Canadian Oil Sands in European Newspapers, 2008-2013

This article examines how leading European newspapers reported on oil-sands production in Canada between 2008 and 2013. Based on content and critical discourse analysis of news reports published in major daily newspapers in the United Kingdom, Germany, and France, it compares the interpretative frames and dominant storylines. The data analysis suggests that overall, European coverage adopted a critical perspective based on the environmental impacts of oil-sands development, with very particular differences in environmental frame building among the national media analyzed. The British coverage focused mainly on narratives based on a combination of factors such as cultural ties between the two countries and social and cultural practices of reporting on annual shareholders' meetings. In contrast, the later German and French environmental frame building was embedded mostly in the European debate over the Fuel Quality Directive or in discussions of the Keystone XL pipeline project. This article aims to provide a broader picture of how a prominent Canadian public policy issue is reflected in Europe and to contribute to the assessment of Stephen Harper's goal of fostering the international image of Canada as an energy superpower. The results of the empirical analysis suggest that Canada's position in the oil market did not allow it to actively lead the international energy discourse and instead fractured its ability to efficiently influence this aspect of its international image. As a result, oil-sands production had important destabilizing effects on Canada's international image in European media.