Political Marketing in the 2021 Canadian Federal Election

Description

This book offers a fresh take on the dynamics of the 2021 Canadian federal election by focusing on elements pertinent to political marketing and branding rather than just the horse race and campaign dynamics. Chapters by leading and emerging political marketing academics from different disciplines, including communications, political science and political management, are included as well as contributions from practitioners in different fields related to political marketing such as pollsters. Some chapters are collaborations between leading academics and practitioners, which provide new insights into the dynamics of political marketing that enrich this edited volume. The book’s content takes our current understandings of Canadian political marketing in new directions. Contents List of Contributors List of Figures List of Tables 1 Introduction: The 2021 Canadian Federal Election References 2 Political Branding in a Crisis and the Shifting Strategies of the Trudeau 2021 Campaign Introduction Literature, Theoretical Framework and Methodology The Liberal and Trudeau Branding in the 2021 Election Campaign The Canadian Liberal Party’s 2021 Brand: Safety First Leaders Brand Personality Government Brand Effectiveness Policy Branding Rebranding Voter Perceptions of the Political Brand Conclusion: Reflections on the 2021 Brand and Impact of the COVID-19 Crisis References 3 Clowns to the Left of Me, Jokers to the Right: Branding Challenges in the 2021 Conservative Party Campaign Introduction Haphazard Brand Restructuring Brand Limitations The O’Toole Rebrand Fallout Branding Populism and Extremism References 4 The Hyper–Masculine Campaign: Party Leader Brand Image, Heteronormativity and the 2021 Canadian Federal Election Overview Identity Marketing and Party Leader Brand Image The Appeal of Hyper–Masculinity in Politics “The Man with a Plan” Emphasizing Masculinity Attributes: Tough and Ready to Fight Conclusion References 5 Le Bloc Québécois: A Niche Party The Theme of the Campaign: “QUÉBÉCOIS” The BQ Election Platform and the Battle of the Suburbs Tie in with François Legault’s Ten (10) Demands François Legault's Support for the Conservative Party The Return of Identity Issues: The Televised Debate in English Conclusion References 6 The People’s Party of Canada and the Appeal of Anger Politics Protest and Anger in Politics: A Review The People’s Party in Context Analysis Profiling People’s Party of Canada Supporting What People’s Party of Canada Supporters Think Conclusion References 7 The Neglected Populists: Breaking Down the Performance of the Left-Leaning New Democratic Party in the 2021 Canadian Federal Election A Worldwide Phenomenon: What We Know About the Recent Rise of Populism The NUPES Experiment as a Potential Framework Left-Wing Populists and the 2021 Canadian Federal Election What’s Next? References 8 Identity Marketing During the 2021 Canadian Federal Election Introduction Methods Results Leveraging Community Leveraging Immigration Downplaying Immigration Motivated to Run Downplaying Race Conclusion References 9 Conclusion: The Calm Before the Storm References Index