Framing fracking: scale-shifting and greenwashing risk in the oil and gas industry

In this paper, I examine corporate environmental communication on hydraulic fracturing, or fracking, and industry efforts to shape public perception of resource extraction and its impacts on the environment. I look at how the oil and gas industry (OGI) frames fracking to ease public fear by downplaying risk and shifting its scale with rhetoric presenting the benefits of this emergent technology. Contrasting and building on ecological modernisation versus risk society ideas, I use OGI print advertising supplemented by corporate social responsibility statements and other online material to critically evaluate framing in light of the practice of corporate greenwashing. Findings reveal OGI efforts to positively portray fracking in the interest of unfettered resource extraction and profits from energy production. Several themes emerge in OGI framing rhetoric, starting with the establishment of trust through education and claims of transparency and continuing with ideas touting safety and responsibility, scientific progress, economic benefits and jobs, energy security, environmental protection, and sustainability. On the whole, such rhetoric reflects ecological modernisation ideas that shift the perception of risk and its consequences, framing fracking in a way that obscures the negative impacts of dependency on a fossil fuel-based economy.