ABSTRACT
In this chapter, I analyze the ongoing use and evolution of the “ethical oil” frame, popularized by Ezra Levant in his book, Ethical Oil: The Case for Canada’s Oil Sands. I examine how the “ethical oil” frame is engaged and applied, looking first at its inception and tracing it to its current use in public discourse. I argue that, although the “ethical oil” frame has evolved, it is still used by politicians, journalists, and Alberta oil sands supporters to convey positive messages about oil sands development.
