If the 2000–2010 period was ripe with sovereignty crises and disputes, the situation radically changed from 2010 to 2015. The early 2010s was dominated by questions of state coordination and cooperation, leading the way to the signature of multilateral agreements. Media coverage on Arctic issues evolved in Canada, departing from dominantlypessimistic or alarmist accounts to narratives focusing on interconnectedness and cooperation. Frames hinting that the region was prone to a race to resources and struggle between competing states were contextualized and downplayed. Consequently, we observed an impact on public opinion, with Canadians favouring diplomatic and conciliatory approaches in higher numbers in 2015 than in 2010.