Myths of Canadian Identity in Oil Sands Industry Advertisements. A semiotic analysis of the Canadian Association of Petroleum Producer’s Raise Your Hand campaign
Bibliographic record
Abstract
The issue of bitumen sands in Alberta has raised more than a few eyebrows, some with excitement and others with disapproval. Canadian citizens are bombarded by the media with images and slogans that attempt to convince them to adopt a position on the subject. The intent of this study is to examine how a lobby group uses elements of national identity to create a social movement in support of the Alberta bitumen industry. In applying Barthes’ semiotic theory to advertisements, the present study finds a seemingly natural rhetoric, described as myths, in the messaging presented by the Canadian Association of Petroleum Producers (CAPP) in their Raise Your Hand advertising campaign. The semiotic analysis of the campaign uncovered four prominent myths; positivity, responsibility, balance and pride. These myths harbour CAPP ideologies and are published in a way that utilises ideas that seem natural in society.
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How this classification was reachedexpand
Full frame distilled prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. Learned from the 10,348 direct Codex labels and 10,348 direct Gemma labels. Candidate is the union of thresholded teacher heads; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels or direct frontier model labels.
Codex and Gemma teacher scores by category
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.005 | 0.003 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.002 | 0.002 |
| Science and technology studies | 0.001 | 0.001 |
| Scholarly communication | 0.000 | 0.000 |
| Open science | 0.001 | 0.000 |
| Research integrity | 0.000 | 0.000 |
| Insufficient payload (model declined to judge) | 0.000 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one teacher head, not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".