Most of the world would see an oil derrick as aesthetically unpleasing, and perhaps even consider it as low culture due to its “blue collar” connotations. Due to the social construction of the oil derrick in Alberta, this is quite contrary to what most Albertans see. As seen in Edmonton, Albertans have even gone further than simply accepting the oil derrick as part of life. Instead, they have integrated it as part of Albertan culture, making it an icon of Albertan prosperity. Albertans have re-appropriated the image of an oil rig and integrated it as part of mainstream culture. We see examples of this with the logo of the Edmonton Oilers, the popular night club Oil City, and even the car dealership Derrick Dodge. The oil rig is no longer an aesthetic eye soar, but rather a symbol of Albertan culture and a representation of an industry that has provided the province with an incalculable number of jobs.
Whereas most Albertans have accepted the iconography of the oil rig as a symbol of Albertan culture, there is still a large portion of the population who oppose its place in our society. For example, aboriginals and even farmers may see an image of an oil rig as a symbol of those who stole their land. Oil companies are notorious for taking over land that has the potential to produce oil. They do this without considering the effects it has on typical land owners. Oil companies have an endless amount to money and lawyers which makes it near impossible for regular people to defend their legal rights.
Another group who is strongly against the oil industry and its iconography is environmentalists. Obviously drilling into the earth and raping it of its natural resources takes a tremendous toll on the environment, and oil companies have faced serious scrutiny from activist groups such as Green Peace for the damage they’re causing. This has caused a new trend in marketing for the oil industry. Companies such as Shell and Petro Canada have begun embracing the "Green Revolution" and have started to release videos and commercials on their websites and other video sharing sites such as YouTube, to promote their “environmentally friendly” image. By producing advertisement campaigns that focus on creating a positive connection between oil companies and the environment, the oil industry has created a situation where people are actually associating oil companies with environmentally friendly activities.
1. Marita Sturken & Lisa Cartright, Practices of Looking: An Introduction to Visual Culture (New York: Oxford University Press, 2009), p. 9.
Since a great deal of Alberta's money is a direct result of the oil industry's labour, images of oil rigs are no doubt prolific throughout our city of Edmonton, so much so that the oil r
ig has achieved iconic status in our everyday society. An icon refers to "something outside of its individual components" (Strucken & Cartwright 2009, 36) and the oil rig is of no exception. The image of an oil rig is not just representative of an oil rig, rather it is representative of wealth, power, environmental devastation, and the entire oil industry itself to differnt people all at the same time. There is, therefore, "great symbolic meaning" (Strucken & Cartwright 2009, 36) invested in an oil rig in our society.
Given the recent publicity concerning the negative environmental and social effects of the tar sands project in Alberta, oil rigs now evoke connotative meanings of environmental destruction and the source of potential health hazards to many concerned individuals. Oil companies' responses have been to attempt to shift public opinions of the oil industry from environmental rapist to environmentally conscious, from the creator of social problems to a friend of the community.
The company Imperial oil has adjusted their public relations campaign to appear environmentally friendly as well as supportive and respectful of its neighboring communities. The company's shifted aim is evident in their financial backing and participation in community events, distribution of community newsletters, the way in which new projects are presented, and their very own Review magazine. However, the connotative meanings incurred by their PR campaigns do not accurately reflect what the company is actually interested in.
The oil rigs and refineries operate in close proximity to a multitude of people living in not too far away places such as Fort MacMurray. Leakage of toxic chemicals from old tailings ponds in addition to the heavy smog have caused much concern among nearby residents.
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http://www.youtube.com/watch?v=WW0JczHdaxU
Therefore, oil companies such as Imperial Oil must strive to gain the favor of nearby communities. They accomplish this by supporting local events such as the Cold Lake Music Festival in 2008. Financially backing such an event establishes the company as a community sponsor.
Furthermore, Imperial Oil has begun the tradition of "Energy in Action Day" during which volunteers plant trees at the homes of elders residing on the Cold Lake First Nations Reserve. Not only does this demonstrate Imperial Oil's intended care for the community, it also exhibits their will to be seen as protectors of the environment.
Moreover, the company distributed a newsletter in 2009 in which the manager referred to the community as his "neighbors" (Neigbor News 2009, 4).
Also, Imperial Oil helped the students of Grand Central High School to set up a job-shadowing day. The company also sponsored twelve students so that they could attend the Dream Catcher Youth Conference held at Grant MacEwan college in Edmonton.
In additon, Imperial Oil publishes their own magazine known as Review. In the magazine, are stories of local employees' backgrounds, lives, and successes within the company. Pieces that feature such employees serve as examples of how local people benefit from the support of Imperial Oil. One piece went into how mothers who work for Imperial Oil find that their job strikes "a fine balance" (Review 2009, 7) between the home environment and the workplace. Their respective families are portrayed as happier and more stable thanks
to Imperial Oil.
Imperial Oil wishes to be seen as environmentally respectful and conscious. So, when the company decided to expand its Cold Lake operations to include the Nabiye Project, the image they chose to represent the project was one of two otters cuddling on the side of a pristine lake.
The same year the project was approved, 2008, was the year Imperial Oil sustained five major oil spills, up two from the previous year (Neighbor News 2009, 3). Evidentally, the spills caused serious environmental damage and the death of many animals.
Furthermore, issues of Review magazine are rampant with scenic images of oil derricks lined up against blue prairie skies, oil refineries nestled in the verdant Boreal forest, cartoons depicting people, oil, and the environment co-existing peacefully, and other images of the like. Such corporate approved images stand in stark contrast against actual photos and videos taken from oil rig workers and nearby residents.
In addition, Review is filled with articles telling the public of how the company is "going green." However, when one takes the time to examine Imperial Oil's actual performance as a company, the results are not what one would expect given their "green" message. In 2008, total green house gas emissions produced by Imperial Oil were up 900,000 tons from the previous year (Neighbor News 2009, 3). There was also an increase in environmental regulatory incidents, fresh wateruse, and number of oil spills (Neighbor News 2009, 3). If a company had a truly green heart, wouldn't their actual performance reflect their environmentally conscious message?
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