Abstract
This initial chapter provides an overview of the 2019 campaign, the result of the election and how it contributed to our understanding of political marketing theories and practices. The chapter also positions the Trudeau minority government outcome in a broader historical context, and it will introduce the chapters to follow and develop a unifying theme. It also places this edited collection in an academic and professional context and lays the groundwork for additional theoretical and methodological research on the roles and effects of political marketing in and out of elections in the Canadian context and, to some degree, internationally.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Ahmed, M.A., S.A. Lodhi, and Z. Ahmad. 2017. Political brand equity model: The integration of political brands in voter choice. Journal of Political Marketing 16 (2): 147–179.
Baygert, N. 2013. La marque politique: Vecteur de sens et moteur d’engagement citoyen. Communications Management 10 (2): 47–59.
Bergeron-Olivier, A. 2019. Singh swarmed by cheering students at Ryerson University day after debate. CTV News. https://election.ctvnews.ca/singh-swarmed-by-cheering-students-at-ryerson-university-day-after-debate-1.4629957
Cameron, M.P., P. Barrett, and B. Stewardson. 2016. Can social media predict election results? Evidence from New Zealand. Journal of Political Marketing 15 (4): 416–432.
Casero-Ripollés, A., M. Sintes-Olivella, and P. Franch. 2017. The populist political communication style in action: Podemos’s issues and functions on Twitter during the 2016 Spanish general election. American Behavioral Scientist 61 (9): 986–1001.
CBC News. 2019. What we know about Justin Trudeau’s blackface photos – And what happens next. CBC News. https://www.cbc.ca/news/politics/canada-votes-2019-trudeau-blackface-brownface-cbc-explains-1.5290664
Clarke, H.D., T.B. Gravelle, T.J. Scotto, M.C. Stewart, and J. Reifler. 2017. Like father, like son: Justin Trudeau and valence voting in Canada’s 2015 federal election. PS: Political Science & Politics 50 (3): 701–707.
Connolly, A. 2019. Jagmeet Singh confronted by man who tells him: ‘Cut your turban off.’ Global News. https://globalnews.ca/news/5980241/jagmeet-singh-confronted-over-turban-montreal/
Crabtree, S. 2019. Trudeau approval hits new low as Canadians prepare to vote. Gallup. https://news.gallup.com/poll/267515/trudeau-approval-hits-new-low-canadians-prepare-vote.aspx
De Vreese, C.H., F. Esser, T. Aalberg, C. Reinemann, and J. Stanyer. 2018. Populism as an expression of political communication content and style: A new perspective. The International Journal of Press/Politics 23 (4): 423–438.
Edelman. 2020. Edelman Trust Barometer 2020. Edelman. https://cdn2.hubspot.net/hubfs/440941/Trust%20Barometer%202020/2020%20Edelman%20Trust%20Barometer%20Global%20Report.pdf?utm_campaign=Global:%20Trust%20Barometer%202020&utm_source=Website
Gebhardt, G.F., F.J. Farrelly, and J. Conduit. 2019. Market intelligence dissemination practices. Journal of Marketing 83 (3): 72–90.
Gillies, J., ed. 2017. Political marketing in the 2016 US presidential election. New York: Springer.
Gilmore, R. 2019. Bernier says name recognition his new party’s biggest hurdle in 2019. CTV News. https://www.ctvnews.ca/politics/bernier-says-na++me-recognition-his-new-party-s-biggest-hurdle-in-2019-1.4244368
Grenier, E. 2019. Liberals have taken a polling hit over SNC Lavalin – But Trudeau’s taken a bigger one. CBC News. https://www.cbc.ca/news/politics/grenier-snc-lavalin-trudeau-polls-1.5048419
Hillygus, D.S., and T.G. Shields. 2008. The persuadable voter: Wedge issues in presidential campaigns. Princeton: Princeton University Press.
Jeandemange, T. 2018. Des hymnes aux ritournelles publicitaires: les effets de l’importation du marketing politique sur les musiques de campagne. Hermès.
Kassam, A. 2019. Justin Trudeau: The rise and fall of a political brand. The Guardian. https://www.theguardian.com/world/2019/aug/22/justin-trudeau-the-rise-and-fall-of-a-political-brand
Konitzer, T., D. Rothschild, S. Hill, and K.C. Wilbur. 2019. Using big data and algorithms to determine the effect of geographically targeted advertising on vote intention: Evidence from the 2012 US presidential election. Political Communication 36 (1): 1–16.
Lalancette, M., and P. Cormack. 2018. Justin Trudeau and the play of celebrity in the 2015 Canadian federal election campaign. Celebrity Studies: 1–14.
Lalancette, M., and V. Raynauld. 2019. The power of political image: Justin Trudeau, Instagram, and celebrity politics. American Behavioral Scientist 63 (7): 888–924.
LeDuc, L. 2015. The end of the Harper dynasty. In Canadian election analysis: Communication, strategy, and democracy, ed. A. Marland and Thierry Giasson, 8–9. Vancouver: UBC Press.
Lees-Marshment, J., Y. Dufresne, G. Eady, D. Osborne, C. van der Linden, and J. Vowles. 2015. Vote Compass in the 2014 New Zealand election: Hearing the voice of New Zealand voters. Political Science 67 (2): 94–124.
Marland, A. 2018. The brand image of Canadian Prime Minister Justin Trudeau in international context. Canadian Foreign Policy Journal 24 (2): 139–144.
Marland, A., and T. Giasson, eds. 2020. Inside the campaign: Managing elections in Canada. Vancouver: UBC Press.
Marland, A., T. Giasson, and J. Lees-Marshment, eds. 2012. Political marketing in Canada. Vancouver: UBC Press.
Marland, A., J.P. Lewis, and T. Flanagan. 2017. Governance in the age of digital media and branding. Governance 30 (1): 125–141.
Massicotte, L. 2015. Le retour de l’enfant prodigue. Les Québécois et l’élection fédérale canadienne de 2015. IdeAs. Idées d’Amériques (6).
McGrane, D. 2019. The new NDP: Moderation, modernization, and political marketing. Vancouver: UBC Press.
Montigny, E., P. Dubois, and T. Giasson. 2019. On the edge of glory (… or catastrophe): Regulation, transparency and party democracy in data-driven campaigning in Québec. Internet Policy Review 8 (4).
Muñoz, C.L., and T.L. Towner. 2017. The image is the message: Instagram marketing and the 2016 presidential primary season. Journal of Political Marketing 16 (3–4): 290–318.
Nai, A. 2018. Fear and loathing in populist campaigns? Comparing the communication style of populists and non-populists in elections worldwide. Journal of Political Marketing: 1–32.
Tasker, J.P. 2019. I am personally pro-life,’ Scheer says, vowing not to re-open abortion debate. CBC. https://www.cbc.ca/news/politics/scheer-abortion-pro-life-1.5307415
Tunney, C. 2019. It’s official, Canadians: The 2019 federal election campaign is underway. CBC News. https://www.cbc.ca/news/politics/election-campaign-starts-today-1.5277657
Van de Wardt, M., C.E. De Vries, and S.B. Hobolt. 2014. Exploiting the cracks: Wedge issues in multiparty competition. The Journal of Politics 76 (4): 986–999.
Yousaf, S. 2016. Political marketing in Pakistan: Exaggerated promises, delusive claims, marketable development projects and change advocacy. Journal of Public Affairs 16 (2): 140–155.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2021 The Author(s)
About this chapter
Cite this chapter
Raynauld, V., Turcotte, A., Gillies, J. (2021). Introduction: The 2019 Canadian Federal Election. In: Gillies, J., Raynauld, V., Turcotte, A. (eds) Political Marketing in the 2019 Canadian Federal Election. Palgrave Studies in Political Marketing and Management. Palgrave Pivot, Cham. https://doi.org/10.1007/978-3-030-50281-2_1
Download citation
DOI: https://doi.org/10.1007/978-3-030-50281-2_1
Published:
Publisher Name: Palgrave Pivot, Cham
Print ISBN: 978-3-030-50280-5
Online ISBN: 978-3-030-50281-2
eBook Packages: Political Science and International StudiesPolitical Science and International Studies (R0)