2018 Conference

Individual Paper Presentation

Scholars have explored the role of discursive dynamics and normative pressure in sustainability transition processes. Yet, these two topics have been mostly studied in silos, overlooking the possibility to connect them conceptually. This paper investigates the role of normative narratives in sustainability transition processes. We study morally-charged narratives around the Canadian oil sands by conducting the content analysis of the Canadian newsprint media during 2000-2017. We identify two normative narratives surrounding the Canadian oil sands: "dirty oil" and "ethical oil". Contrary to the trend of hegemonic vs. counter-hegemonic narratives, we illustrate that within the context of the oil sands, normative narratives serve as mutual counter-narratives of relatively equal power that are in dynamic tension with each other. Our findings highlight the importance not only of a counter-narrative, but also of the process of a discursive struggle itself, and how during this process normative narratives can change as they traverse different scales. The dominant focus on the “winning” narrative overshadows the importance of the process of contestation during which groundwork for a future change is created. We conclude that although normative narratives can exert negative pressure on the existing regime, they are unlikely to destabilize it unless aligned with other developments across different scales. Understanding morally-charged discursive dynamics around the Canadian oil sands can bring more insights about the challenges of transitioning to a low-carbon developmental pathway, especially in the societies where fossil fuel industry is an important ingredient of the national economy.