This book draws on recent theoretical advances in energy humanities and environmental communication to examine the evolution of pro-bitumen discourses in Canada since the mid-2010s. It argues that the promotion of Alberta bitumen rests on three discursive pillars: petro-prosperity, petroleum-nationalism, and extractive populism. To explicate the meanings and implications of each pillar, three prominent public campaigns are examined: Enbridge's "e;Life Takes Energy"e; campaign in 2014, the Alberta New Democratic Party (NDP) government's "e;Keep Canada Working"e; campaign in 2018, and the Alberta United Conservative Party (UCP) government’s "e;Public Inquiry into Anti-Alberta Energy Campaigns"e; between 2019 and 2021. The book’s analysis will offer academics and practitioners insights into the worrisome convergence of extractive rhetoric and right-wing populism, as well as suggestions for effectively communicating the necessity and urgency of a just transition toward decarbonization.
