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A Framing Analysis of Bold Nebraska's Campaign

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A Framing Analysis of Bold Nebraska's Campaign PLAINS SPOKEN: A FRAMING ANALYSIS OF BOLD NEBRASKA’S CAMPAIGN AGAINST THE KEYSTONE XL PIPELINE by DEREK RONALD MOSCATO A DISSERTATION Presented to the School of Journalism and Communication and the Graduate School of the University of Oregon in partial fulfillment of the requirements for the degree of Doctor of Philosophy March 2017 DISSERTATION APPROVAL PAGE Student: Derek Ronald Moscato Title: Plains Spoken: A Framing Analysis of Bold Nebraska’s Campaign Against the Keystone XL Pipeline This dissertation has been accepted and approved in partial fulfillment of the requirements for the Doctor of Philosophy degree in the School of Journalism and Communication by: Kim Sheehan Chairperson Dean Mundy Core Member Chris Chavez Core Member Marsha Weisiger Institutional Representative and Scott L. Pratt Dean of the Graduate School Original approval signatures are on file with the University of Oregon Graduate School. Degree awarded March 2017 ii © 2017 Derek Ronald Moscato iii DISSERTATION ABSTRACT Derek Ronald Moscato Doctor of Philosophy School of Journalism and Communication March 2017 Title: Plains Spoken: A Framing Analysis of Bold Nebraska’s Campaign Against the Keystone XL Pipeline This dissertation focuses on the use of strategic communication in the context of contemporary environmental activism. It examines the case of Bold Nebraska, a grassroots advocacy group opposing the construction of TransCanada’s Keystone XL oil pipeline in the state of Nebraska. Such an analysis of activist communication informs several areas of research, including public relations theory and practice, social movement theory, and environmental communication. To understand the construction of strategic communication within such activism, this study employs a movement framing analysis, a media framing analysis, and a rhetorical analysis. A quantitative framing analysis of Bold Nebraska’s website communication against the pipeline during the five-year period of 2011 to 2015 assesses how activists craft and project strategic messages. A framing analysis of Bold Nebraska’s national media coverage during the same timeframe highlights the relationship between activist framing and mainstream news coverage. Finally, a rhetorical analysis of Bold Nebraska’s 2014 Harvest the Hope concert is provided to understand the role of rhetorical appeals in building an environmental activism metanarrative or master frame. iv Taken together, these three approaches provide both a more holistic means to considering environmental activism campaigns in the context of strategic communication, and fill in the gaps for understanding the interplay of social movement organizations, public relations, and persuasion. This study brings a framework of strategic advocacy framing to the realm of environmental politics, and builds upon this framework by considering the dynamic of populism in activism. It also explores the role of strategic communication in evolving a movement organization’s metanarrative as it toggles between short- and long-term goals. Finally, it identifies a civic environmental persuasion built upon the attributes of narrative, hyperlocalization, engagement, and bipartisanship in order to build broad support and influence public policy. v CURRICULUM VITAE NAME OF AUTHOR: Derek Ronald Moscato GRADUATE AND UNDERGRADUATE SCHOOLS ATTENDED: University of Oregon, Eugene University of Kansas, Lawrence University of Western Ontario, London DEGREES AWARDED: Doctor of Philosophy, Media Studies, 2017, University of Oregon Master of Science, Journalism, 1996, University of Kansas Bachelor of Arts, History, 1994, University of Western Ontario AREAS OF SPECIAL INTEREST: Strategic Communication Environmental Communication Public Relations Persuasion Public Diplomacy International Communication Activism Media Ethics Political Economy of Communication Urban Communication Communication Theory PROFESSIONAL EXPERIENCE: Assistant Professor, Western Washington University, 2016-Present Graduate Teaching Fellow, University of Oregon, 2013-2016 Director of Marketing and Communication, Simon Fraser University, Beedie School of Business, 2010-2013 Instructor, Douglas College, Professional Writing Program, 2011-2013 vi Manager, Public and Media Relations, University of British Columbia, Sauder School of Business, 2006-2010 Columnist, Vancouver Metro and Vancouver Province, 2007-2010 Communications Officer, British Columbia Lung Association, 2001-2006 GRANTS, AWARDS, AND HONORS: Arthur W. Page Center for Integrity in Public Communication Project Grant in Communication and Sustainability, Co-recipient, 2015-2016 Outstanding Doctoral Student Teaching Award, School of Journalism and Communication, University of Oregon, 2015 University of Oregon General University Scholarship, 2014-2015 Columbia Scholarship, Columbia Scholarship Endowment Fund, University of Oregon, 2013-2016 PUBLICATIONS: Moscato, Derek (2016). “The Brand Behind the Activism: Patagonia’s DamNation Campaign and the Evolution of Corporate Social Responsibility.” Case Studies in Strategic Communication. Moscato, Derek (2016). “Media Portrayals of Hashtag Activism: A Framing Analysis of Canada’s” #IdleNoMore Movement.” Media and Communication. Moscato, Derek. “Corporate Social Responsibility: Committing to Social and Environmental Impact in the Global Economy.” Chapter in Handbook of Financial Communication and Investor Relations (forthcoming). Moscato, Derek. "Fukushima Fallout in Japanese Manga: The Oishinbo Controversy Through the Lens of Habermas's Discourse Ethics." Journal of Communication Inquiry (forthcoming). Moscato, Derek. The Political Economy of Polar Diplomacy: A Textual Analysis of Arctic Council Declarations, 1996-2016. Journal of International Communication (under review). vii ACKNOWLEDGEMENTS I owe an incredible debt to the many individuals who have provided extraordinary support and guidance during this journey. Firstly, I want to humbly thank my dissertation committee members for their tremendous help and mentorship. Kim Sheehan, my chair and adviser, has been a personal source of inspiration. Thank you Kim for your countless hours reviewing my work, for your enthusiasm and creativity, and for sharing your scholarly acumen and expertise at every step. The importance of Kim’s contribution cannot be overstated here. Dean Mundy, my dissertation co-chair, has helped me navigate important theoretical terrain, especially where the realms of strategic communication and public relations meet democratic dialogue. I am grateful to Dean for both his grounded advice and input, and our Habermas- inspired conversations about public engagement. I also owe a huge thanks to Chris Chavez— who has continually provided me with new theoretical and methodological perspectives. Chris has opened up for me new avenues of scholarship, and a refined lens through which to view media and strategic communication. Marsha Weisiger has also played a critical role in the success of this project. Marsha’s generosity of time, knowledge, and historical insights has provided crucial contextualization for my study while igniting my passion for environmental history. To Marsha, and to the entire committee, I thank you again profusely. I also owe a big thanks to Endalk Chala for not only his assistance in coding during this project, but also for his enthusiasm and fresh perspectives, especially during our many Starbucks meetings. Along these same lines, I am grateful to the larger community of faculty, students, and staff at the University of Oregon and the School of Journalism and Communication. My professors have been amazing in terms of their ability to impart knowledge, encourage deep viii learning, and facilitate new pathways for scholarly inquiry. My fellow graduate students, especially those from my 2013 PhD cohort, have generously shared their knowledge and experiences but have also provided important friendship and camaraderie. I also owe a special thanks to the dedicated graduate school team within the School of Journalism and Communication: Leslie Steeves, Janet Wasko, Jered Nagel, Maria Kuzmin, and the late Petra Hagen. Both within the School of Journalism and Communication, and the University of Oregon at large, I consider myself fortunate to have been embedded in an environment of collaboration, collegiality, and opportunity. The Oregon community is indeed a very special one. Finally, I would like to recognize my wife Miho, and my sons Cody and Nelson. From Canada, we uprooted ourselves for this new adventure, and they have been behind me 100 percent along the way. None of this would be possible without them, and for that I am eternally grateful. Thanks to Miho for always being there; and to the boys for keeping things real. I also thank my parents, Don and Helene Moscato, for their unwavering support, along with my sisters and their families. A special thanks also to my wife’s family, including her parents Torinori and Setsuko Shibano, for their enthusiasm. Torinori was one of my biggest cheerleaders during this journey, but sadly succumbed to cancer during our second year at Oregon. His encouraging words to me of “benkyo ganbatte kudasai”—spoken during his last phone call to Eugene— became both my rallying cry and a source of inspiration for the future. ix This dissertation is dedicated to Miho, Cordell, and Nelson. x TABLE OF CONTENTS Chapter Page I. INTRODUCTION…………………………………………………………….…………. 1 A Pipeline Runs Through It…………………………….……………….…………. 2 The Opposition………………………………………………………...……….….. 5 The Rise of Bold Nebraska……………………………….………………………..
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