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Alberta’s oil industry has adopted a new style in its marketing and propaganda efforts with an increasingly masculine tone. Marketing products such as the “I Love Oil” stickers and apparel featuring rugged, masculine imagery and slogans that appeal to traditional notions of toughness and independence have become common. Such marketing is targeted almost exclusively towards men, tapping into the gendered cultural values of this demographic. This shift in style indicates how the industry seeks to assert power and dominance as it faces the growing threat of green technologies and climate change. The marketing strategy of Alberta’s oil industry has experienced a remarkable transformation, demonstrating its ability to influence public attitudes towards the sector. In the past, the industry relied on public relations campaigns characterized by a benign facade of professionalism. However, their new approach, marked by an aggressive and ruthless style, employs vulgar and provocative language and imagery to appeal to a specific demographic. The Canada Oil Sands Community’s 2016 FaceBook advertisement is a prominent example of this trend. The ad, featuring two women kissing , was criticized for objectifying women and perpetuating the male gaze. Such tactics reveal the industry’s willingness to fight dirty to maintain dominance and […]
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