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Bill Freudenburg’s concept of recreancy is used as a frame for explaining processes that perpetuate questionable regimes of emergency response planning. The specific instance of tar sands upgrading in Alberta, Canada, is used as a case in point. When recreancy is institutionalized so that the results correlate across permitted hazardous facilities, it must be concluded that recreancy is less of a situational response than a normative dynamic.

This study illuminates how organizational actors use images in their struggle to define a contested industry. By leveraging social semiotics and visual rhetoric, we examine how multimodal texts (combining words and images) are used to label and reframe an industry using technical, environmental, human-rights, and preservation-of-life criteria. Building on theories of legitimation, we find that for this industry, contesting attempts at legitimacy work are escalated along a moral hierarchy. We offer an approach for examining how actors draw from broader meaning systems, use visual rhetoric in multimodal texts, and employ dual processes of legitimation and de-legitimation.

This chapter examines similarities in government policies that have accelerated and privatized the extraction of offshore oil, coal, and oil sands on public lands in the United States and Canada, as well as the arguments used to justify those policies. Sociologist William Freudenburg argued that the diversion of public resources into private hands was made possible by a second diversion, the diversion of attention. Freudenburg, with Gramling, later applied this concept to U.S. offshore oil leases, noting that when it came to offshore oil, the myth of “energy independence” was often used to justify policies that were actually antithetical to the concept, promoting further dependence on fossil fuels. We extend the double diversion concept from offshore oil to U.S. coal and Alberta oil sands, noting the similarities in both the policy changes and the diversionary frameworks. The frameworks also divert attention from the increasing risks associated with energy extraction.