Date of Award

12-1-2012

Document Type

Thesis

Degree Name

Master of Arts (MA)

Specialization

Communication and Leadership

School or Department

School of Leadership Studies

First Advisor

Dr. Dr. John Caputo

Second Advisor

Dr.Givens Dr. David

Abstract

This thesis examines how community leaders in the Regional Municipality of Wood Buffalo - Fort McMurray, an oil sands town in northern Alberta, Canada, address the issue of image management when it comes to negative coverage of their community via external media outlets. The ethnographical study employs Goffman’s image management theory, McCombs and Shaw’s agenda-setting theory and Christians’ media ethics theory as its foundation for the need of telling a balanced story about the municipality. In addition, narratives of several other cities around the world have been examined for similar issues. A content analysis of a few of these highlighted stories, and qualitative interviews with selected leaders round out the exploratory study. Furthermore, questions of ethical and moral responsibilities for journalists when telling a community’s account as well as how can a community help tell its story to external media outlets were also explored. In light of the in-depth research, this thesis serves to be a de facto call for journalists for accountability and ethical/moral responsibility when relaying a community’s comprehensive narrative. It also provides these journalists with key sources – leaders who are able to provide balanced and reliable accounts of the region.

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