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Webinar Video: Creating an Irresistibly Attractive Narative – June 4 2020

Dr. Lianne Lefsrud, Assistant Professor of Engineering Safety and Risk Management, Department of Chemical and Materials Engineering, University of Alberta, shared her presentation on Alberta’s Resource Development – Creating an Irresistibly Attractive Narrative.

This webinar discusses her research around narratives – in traditional media, twitter, and online – as related to the resource industry in Alberta. Dr. Lefsrud examines the words and images used in resource discussions, the emotion of responses, and resulting actions. By understanding what pulls people into irresistibly attractive narratives, we can create messaging that productively engages with stakeholders and reshapes negative narratives.

Discussion Leader:

Dr. Lianne Lefsrud, P.Eng. is an Assistant Professor of Engineering Safety and Risk Management, Department of Chemical and Materials Engineering, University of Alberta

She uses mixed methods to study how change agents shape our conceptions of technology, health and safety, the environment, and the regulation of these. Specifically, she examines hazard identification, risk management and evaluation, and technology adoption. As a testament to her relevance, she has raised over $2.5 million in Federal, Provincial and Industry funding in the past five years. Before joining UofA, she was with the Erb Institute of Global Sustainable Enterprise at the University of Michigan. Besides doing internationally award winning research, she also provides policy and strategy advice to government and industry. Prior to returning to academia, she was the Assistant Director Professional Practice with APEGA, an Assistant Director in operations with Canadian National Railway, and worked in construction and oil and gas. She has her PhD in Strategic Management and Organization, MSc in Environmental Engineering and Sociology, and BSc in Civil Engineering from the University of Alberta. For more, see: