TORONTO, June 26, 2013 /CNW/ - In the wake of U.S. President Barack
Obama's remarks on climate change that referred to Canada's oil sands
resources as "tar sands," a new study has been released on
international media reporting of "oil sands" versus "tar sands" that
indicates an almost even split in the use of the two terms worldwide.
A study of 31 newspapers in the U.S., the U.K. and Australia over a
twelve-month period, produced by Toronto-based Cormex Research,
Audiences were as likely to see the term "oil sands" as "tar sands" in
The preference for either term varied considerably by newspaper, by
reporter, and by sources quoted.
The volume of media coverage of the issue has increased, almost doubling
in the first quarter of 2013.
The major share of reporting was neutral/balanced, but at least 34% of
exposure was negative.
There was only a weak relationship between the tone of the media's
coverage of the resource and whether they referred to it as "oil sands"
or "tar sands."
"Canadians should realize that people outside our country are exposed to
a vigourous debate about the oil sands, just as we are witnessing it
here in Canada," remarked Andrew Laing, author of the Cormex MediaLAB
study. "The study suggests that the efforts to brand the resource may
have little actual consequence to how people outside of the country
talk about it."
The full report can be downloaded at http://www.cormex.com/cormex/medialab_reports/Cormex_MediaLAB_APR2013_Oil_v_Tarsands.pdf.
For more information about the Cormex MediaLAB project, visit our
website at www.cormex.com/medialab.
SOURCE: Cormex Research
For further information:
For further information on this report, contact:
President, Cormex Research