Print Media Framing of the Environmental Movement in a Canadian Forestry Debate

In a recent paper, it was suggested that one of the reasons behind the decline in public regard toward British Columbia's environmental movement was an increasingly negative portrayal of them by the print media. To investigate this suggestion, we undertook a content analysis of print media reporting of forestry and environmental activities in the province's most widely read newspaper, the Vancouver Sun, during 1993 and 1997. We hypothesized that if the print media did contribute to the decline in public regard toward the environmental movement, we would find increasingly negative coverage of the environmental movement over the periods studied. We also hypothesized that this would be accompanied by a decrease in the frequency of articles dealing with issues consistent with the agenda of the environmental movement. We were not able to provide support for our initial hypothesis, nor did we observe a decrease in coverage emphasizing the environmental issues. We did, however, observe an increase in coverage of articles emphasizing typically proindustry issues with many more articles written with a proforestry slant in 1997 than articles written in 1993. This suggests that there had been an agenda shift from environmentally oriented concerns in British Columbia to those associated with the forest industry. As an explanation for the agenda shift, we point to changes in the management and reporting philosophy at the Vancouver Sun, the emergence of an organized, proindustry counterframing strategy by the BC Forest Alliance, and the implementation of several government policies aimed at regulating the activities of the forest industry.