Environmentalists' Mediawork for Jumbo Pass and the Tobeatic Wilderness, Canada: Combining Text-Centred and Activist-Centred Approaches to News Media and Social Movements.

For social movements, the mass media are a key means of reaching potential supporters, engaging public and political debate and reshaping cultural interpretations of relationships with the non-human environment. We examine how outdoor sport becomes the object of environmental movement mobilization and media claims-making in conflict over the Jumbo Pass ski resort, British Columbia, and Off-Highway Vehicle use in the Tobeatic Wilderness Area, Nova Scotia. We use provincial and national news coverage and interviews with key movement actors to examine how activists interpret the success or failure of their media work. We find that environmentalists are generally successful at translating claims on behalf of nature to a general audience through newspaper coverage. Using an activist-centred approach to media and social movements, interviews with core activists provide insight into barriers that persist and characterize environmental movement relationships with the media. [ABSTRACT FROM AUTHOR]