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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.

Despite research on legitimacy, fairness, and justice, there is a paucity of knowledge of how moral legitimacy becomes institutionally constructed in relation to and between stakeholders – both evaluators and those evaluated, human or non-human, in time and space. To understand the microfoundations of these processes, the authors examine transcripts from Alberta oil sands regulatory review hearings and associated media coverage from the 1960s to present day. The authors find six framings of fairness that respond to broader challenges to the moral legitimacy of this industry, while also dynamically evolving its regulatory framework.

Why do significant cultural anomalies frequently fail to generate change in institutional logics? Current process models offer a number of direct ways to enable the creation and diffusion of ideas and practices, but the resistance to adoption and diffusion, something so emphasized by the old institutionalism, has not been incorporated as directly in those models in a way that allows us to answer this question. Therefore, we theorize three retrenchment processes that impede innovation: cultural positioning, behavioral resistance, and feedback shaping. The ways in which these processes work are detailed in a case study of one high profile cultural anomaly: oil production and environmental management in Alberta’s oil sands from 2008 to 2011. Implications for the institutional logics perspective and understanding logics in action are discussed.

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.