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This article traces the origins of the term of the green shift, which gained increased cultural, social and political traction in Norway after it was introduced in 2015 by journalist Anders Bjartnes, editor of Energi og klima (2011-). By looking at this outlet as well as two other contemporary niche media, Harvest (2013-) and Naturpress (2016-), we show how this term provided a way of working with frequency, one of the 12 news values outlined in Galtung and Ruge’s seminal study from 1965. Inspired by discourse-historical analysis, we base our article on interviews with the editors of the three outlets, their journalistic output as well as on contextual material in order to show how the slow, uneven, global and partially invisible process of climate change was given a different temporal frame through the notion of the green shift. By addressing notions of frequency in relation to a specific time and context, we speak, on the one hand, to discussions about how an event-driven journalism struggles with the complex temporalities of climate change and, on the other, to recurrent calls for providing a more “context-driven reflection on the value and legacy of Galtung and Ruge” [Joye, Stijn, Ansgard Heinrich, and Romy Wöhler. 2016. “50 Years of Galtung and Ruge: Reflections on Their Model of News Values and its Relevance for the Study of Journalism and Communication Today.” CM Komunikacija i Mmediji 36: 5–28]. This work was supported by Norges forskningsråd: [Grant Number 283345].

In 2019, mentions of “oil worker” in Norwegian newspaper coverage of climate change more than quadrupled, mostly reflecting a rise in politicians vying for the support of this critical constituency. This article explores the rise of the oil worker in newspaper coverage in the period 2017–2021, identifying the main agents of change in the dominant narratives and demonstrating that agency tends to be ascribed to politicians rather than to the oil workers themselves, despite an outpouring of “thank-yous” to those workers for their contribution to society. We also distinguish between the various ways in which oil workers have been framed as heroes and find that newspapers in the Western part of the country portrayed oil workers as “national income heroes”, while left-wing papers attached a sense of pride to the social democratic history of the oil industry. Opinions were more polarized on the potential for oil workers to become climate heroes. While some suggested a conditional form of heroism, the “heroes of tomorrow”, based on the willingness of the workers to transition, others focused on the bravery of oil workers in seeking dialogue with their counterparts in the climate debate and thus becoming the “heroes of couples therapy”. This work was supported by Norges Forskningsråd: [grant number 283345].