ABSTRACT
Metaphors are a powerful device of culturally bounded rationalities. They can either encourage or discourage inclusion concerning specific environmental issues; in this case, sustainability and the Alberta oil sands. This chapter investigates several research questions. How are the mass media and other stakeholder communities (business, not for profit, and government) defining sustainability? Second, how are these groups understanding and experiencing the Alberta oil sands via different sustainability metaphors? Finally, what specific presences and absences about sustainability may offer promise for a more inclusive dialogue with Indigenous groups? Based on an analysis of excerpts taken from 159 documents published from 2008 to 2013, the following patterns were observed: (1) the First Nation and Métis voice is rarely presented or elaborated upon in formal documents; (2) there are very few complete definitions of sustainability available, even in sustainability reports; (3) the most common metaphors deployed included sustainability as a triple bottom line and sustainability as a journey/movement; and (4) there is some recognition within the mass media and NGO communities of the problems associated with this definitional vagueness. This is significant when considering how best to widen our dialogue about this resource, particularly for First Nation and M�tis communities who occupy many of the areas where oil sands development is presently occurring.
