Political Marketing in the 2019 Canadian Federal Election

155 Pages·2021·2.241 MB·English

by  Jamie Gillies, Vincent Raynauld, André Turcotte

PALGRAVE STUDIES IN
POLITICAL MARKETING AND MANAGEMENT
SERIES EDITOR: JENNIFER LEES-MARSHMENT
Political Marketing in
the 2019 Canadian
Federal Election
Edited by
Jamie Gillies · Vincent Raynauld
André Turcotte
Palgrave Studies in Political Marketing
and Management
Series Editor
Jennifer Lees-Marshment
Faculty of Arts, Political Studies
University of Auckland
Auckland, New Zealand
Palgrave Studies in Political Marketing and Management (PalPMM) series
publishes high quality and ground-breaking academic research on this
growing area of government and political behaviour that attracts increas-
ing attention from scholarship, teachers, the media and the public. It cov-
ers political marketing intelligence including polling, focus groups, role
play, co-creation, segmentation, voter profiling, stakeholder insight; the
political consumer; political management including crisis management,
change management, issues management, reputation management, deliv-
ery management; political advising; political strategy such as positioning,
targeting, market-orientation, political branding; political leadership in all
its many different forms and arena; political organization including man-
aging a political office, political HR, internal party marketing; political
communication management such as public relations and e-marketing and
ethics of political marketing and management.
For more information email the series editor Jennifer Lees-Marshment
on [email protected] and see https://leesmarshment.
wordpress.com/pmm-book-series/.
More information about this series at
http://www.palgrave.com/gp/series/14601
Jamie Gillies • Vincent Raynauld
André Turcotte
Editors
Political Marketing in
the 2019 Canadian
Federal Election
Editors
Jamie Gillies Vincent Raynauld
Department of Journalism and Department of Communication Studies
Communications Emerson College
St. Thomas University Boston, MA, USA
Fredericton, NB, Canada
Département de Lettres et de
Communication Sociale
André Turcotte
Université du Québec à Trois-Rivières
School of Journalism and
Trois-Rivières, QC, Canada
Communication
Carleton University
Ottawa, ON, Canada
Palgrave Studies in Political Marketing and Management
ISBN 978-3-030-50280-5 ISBN 978-3-030-50281-2 (eBook)
https://doi.org/10.1007/978-3-030-50281-2
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C
ontents
1 Introduction: The 2019 Canadian Federal Election 1
Vincent Raynauld, André Turcotte, and Jamie Gillies
2 The New (Old) Trudeau in 2019: The Challenges and
Potential for Branding Prime Ministers in Government 11
Jennifer Lees-Marshment
3 Andrew Scheer and the Post-Harper Conservative Party:
Materialist, Post-Materialist and Negative Branding 27
Kenneth M. Cosgrove
4 Gliding In On a Wing and a Prayer:
Jagmeet Singh and the NDP 41
James McLean
5 The Bloc Is Back!: The Resurgence of the Bloc
Québécois in 2019 57
Guy Lachapelle
6 The Populist Impact: The People’s Party and the
Green Party 75
Jamie Gillies
v
vi CONTENTS
7 Go Knock Doors: “New” Dimensions in Market
Intelligence 91
David Coletto
8 Voters as Consumers of Durable Goods 107
Michal C. Moore and André Turcotte
9 Divide Et Impera: Wedge Politics in the 2019
Canadian Federal Election 127
André Turcotte and Vincent Raynauld
10 Conclusion: Déjà Vu All Over Again? 141
André Turcotte, Jamie Gillies, and Vincent Raynauld
Index 149
C
ontributors
David Coletto Abacus Data, Ottawa, ON, Canada
Kenneth M. Cosgrove Government Department, Suffolk University,
Boston, MA, USA
Jamie  Gillies Department of Journalism and Communications,
St. Thomas University, Fredericton, NB, Canada
Guy Lachapelle Department of Political Science, Concordia University,
Montreal, QC, Canada
Jennifer  Lees-Marshment Department of Politics and International
Relations, University of Auckland, Auckland, New Zealand
James  McLean Department of Journalism, Concordia University,
Montreal, QC, Canada
Michal C. Moore Atkinson Center for Sustainability, Cornell University,
Ithaca, NY, USA
Vincent Raynauld Department of Communication Studies, Emerson
College, Boston, MA, USA
Département de Lettres et de Communication Sociale, Université du
Québec à Trois-Rivières, Trois-Rivières, QC, Canada
André Turcotte School of Journalism and Communication, Carleton
University, Ottawa, ON, Canada
vii
L f
ist of igures
Fig. 2.1 Theoretical framework for a Prime Minister’s brand in
government. (Source: adapted from Needham 2005; Smith
2009; Barberio and Lowe 2006; Langmaid 2012) 13
Fig. 2.2 The Trudeau-Liberal 2019 campaign brand 16
Fig. 2.3 Liberal election ad differentiating between the Liberals and
Conservatives. (Source: Liberal YouTube 2019c) 20
Fig. 2.4 Key recommendations for supporting the
Trudeau-Liberal brand 24
Fig. 5.1 Leaders of the Bloc since 1990 59
ix
L t
ist of abLes
Table 5.1 Electoral support for the Bloc Québécois 59
Table 8.1 Comparison between voting and making a major purchase 118
Table 9.1 Immigration as a wedge issue 134
Table 9.2 Climate change as a wedge issue 135
Table 9.3 Abortion as a wedge issue 136
xi