Dead Ducks and Dirty Oil: Media Representations and Environmental Solutions

In April 2008, more than 1,600 migrating ducks died after landing on a toxic tailings pond in the Oil Sands region of northeastern Alberta. The responsible company was found guilty and paid the largest environmental fine in Alberta's history. To assess the nature of this environmental focusing event, we identified 747 newspaper articles that covered this event, published between January 2008 and June 2011. Each article was coded based on date of publication, voices represented, and solutions proposed. The coverage was concentrated following the original and related events, creating a focusing event, and expressed mainly the voices of powerful actors in industry, government, and environmental groups. Most of the solutions proposed were short term and depicted a zero-sum trade-off between environmental and economic interests. We suggest that more sustained media attention with a greater diversity of voices and solutions could foster greater dialogue around environmental challenges like toxic tailings ponds.