Vincent Raynauld

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Verified

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• Ph.D.
• Professor (Associate) at Emerson College

This concluding chapter summarizes many of the lessons learned from the political marketing experiences in the 2021 Canadian election. It considers how practitioners might apply these themes for future elections and why branding and marketing continue to be central to political strategy.KeywordsTrudeauPolitical brandingPolitical marketingCanadian p...

Over the past decade, right-wing populist politicians, political parties and protest movements have experienced “relative electoral success” by leveraging specific political or policy issues as well as existing public sentiment for political gain. While these phenomena have received significant interdisciplinary scholarly attention internationally,...

This chapter takes an interest in Canadian party leaders’ mobilization of hypermasculine political communication and marketing strategies during the 2021 federal election. Building on a visual and textual content analysis of Instagram posts and digital ads shared by leaders of all major federal parties, this paper shows how leadership was framed as...

The 2021 Canadian election was a unique experience as a campaign delivered under the constraints of a global pandemic. This chapter provides an overview of the book and considers how this election fits within the evolution of political marketing and branding in Canada.KeywordsElectionCanadian politicsMarketingBrandingTrudeau

How do specific sociopolitical cultural contexts influence the image-making strategies of heads of state on social media? Through a hybrid visual quantitative and qualitative analysis, this study highlights the ways in which political leaders of two countries with vastly different cultural contexts – Spanish President Pedro Sánchez and Indian Prime...

Canada has been relatively immune to grassroots-driven populist political forces in recent years despite global shifts toward a mainstreaming of nationalist identity-driven politics. The coronavirus disease 2019 (COVID-19) pandemic coupled with other shifts in the Canadian and international political landscapes, have changed this dynamic. This arti...

Building on research from Emerson College which focused on hyper-decentralization and fragmentation of the public (leading to boutique populist grassroots political marketing), this chapter flips this idea around and shows that the 2020 U.S. election cycle, like 2016, has led many candidates to engage in hyper-narrowcasting (messages and publics),...

This article looks at how politicians can leverage the structural and functional properties of social media platforms with a strong visual component for political image making and storytelling in a context of permanent campaigning. Specifically, it focuses on Justin Trudeau’s uses of Instagram to build and strengthen his public image of leadership...

This book explores the 2019 Canadian Federal Election through a political marketing framework. Justin Trudeau’s leadership appeal, coupled with the differentiation of Canadian politics from American politics over recent elections, has contributed to a spike in interest for politics in the Canadian context. This collection provides in-depth quantita...

The final concluding chapter offers a synthesis of the main points put forth in the book but also considers Canadian elections and election research within the framework set out by Leduc et al. It concludes that the 2019 election fits within the historical flows of elections and that stable keys to the Liberal minority government victory were ident...

Canada is not immune to political parties using wedge issues to promote their party and incorporate those issues into marketing and branding. In this chapter, three specific wedge issues, immigration, climate change and abortion, are analyzed and considered within both the Quebec and national campaign. It considers how the structure and the rollout...

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...

While many scholars have studied collective action with a strong social media component led by marginalized groups, few have unpacked how this form of political engagement captures the attention of established political elites and, in some cases, influences the mainstream political narrative and policy outcomes. Fewer have focused on the political...

This article explores dynamics of online image management and its impact on leadership in a context of digital permanent campaigning and celebrity politics in Canada. Recent studies have shown that images can play a critical role when members of the public are evaluating politicians. Specifically, voters are looking for specific qualities in politi...

This article unpacks how legislators in five Canadian provinces turn to official languages (French and English) for digital constituent outreach. In a linguistically fragmented society, use of languages is highly strategic as they can help spread information on political matters to the public and help legislators build support ahead of elections. T...

Au Canada, les selfies du premier ministre Justin Trudeau sont devenus un marqueur de son identité politique et une ressource stratégique. En France, Nicolas Sarkozy, et plus récemment Emmanuel Macron, ont multiplié les couvertures de Paris Match, accédant avant même d’être élus au statut de célébrités politiques, n’hésitant pas à jouer sur les res...

À la suite de la tenue de l’atelier intitulé « Qu’arrive-t-il après le doctorat ? Défis, pratiques et stratégies pour affronter l’“après-thèse” » qui a été organisé par la professeure Sule Tomkinson dans le cadre du 55 e Congrès de la Société québécoise de science politique et 7 e Congrès international des associations francophones de science polit...

Despite the 2016 US Republican presidential contest being considered by many as “one unlike no others”, this chapter posits that its outcome can be attributed, at least partly, to dynamics that had affected the unfolding of previous American electoral contests. In their chapter, Raynauld and Turcotte explore contemporary political messaging and mar...

Social media have been playing a growingly important role in grassroots protest over the last five years. While many scholars have explored dynamics of political cyberprotest (e.g., the ongoing transnational Occupy movement, the 2012 Quebec student strike, the student-led protest movement in Chile between 2011 and 2013), few have studied sub-dynami...

Recent years have been marked by the emergence of a new breed of grassroots-intensive protest phenomena that have challenged the dominance of political elites in several advanced liberal democracies. Whether it is the transnational Occupy movement, the Idle No More movement in Canada or the student-led demonstrations in Chile, these social-media-fu...

In Canada, Twitter still played a mostly peripheral role in political communication, mobilization, and organizing in 2010. This study provides a snapshot in time of how Twitter was redefining local political campaigns before social media become ubiquitous in electioneering. Focusing on the 2010 municipal elections in Ottawa, Ontario, Canada (the na...

Based on data collected through an online survey conducted in April 2008, this paper proposes the first detailed sociopolitical profile of political bloggers in Quebec. Specifically, the research provides a detailed assessment of Quebec bloggers’ motivations to blog, their political involvement in online content dispersion and social networks as we...

The increasing adoption of blogs by Internet users during the last seven years, has contributed to the restructuration of the online political mediascape in many national contexts. Based on an analysis of the socio-political behavioural profile of French-speaking Quebec political bloggers in the spring of 2008, this article provides an assessment o...

While many, mostly American, scholars have recently conducted quantitative and qualitative investigations of the structure and content of political blogs, few have focused on the political involvement of their authors. Based on data collected through an online survey conducted in April 2008, this paper proposes the first detailed account of the soc...

Cette communication présente les faits saillants d'un sondage d'opinion réalisé auprès de participants de la blogosphère politique québécoise. Elle révèle les profils sociodémographiques et politiques, les intentions de communication et les motivations des blogueurs politiques québécois. Notre enquête avait d'abord pour objectif d'identifier les ca...

The growing adoption of Web-based user-generated publication platforms such as weblogs, more commonly known as "blogs", social networking services (SNS) like Facebook, MySpace as well as Second Life and, more recently, microblogging or status updating tools like Twitter or Jaiku by the mainstream online public has contributed in recent years to the...

Résumé La présente communication est basée sur les résultats du tout premier sondage mené auprès de participants de la blogosphère politique québécoise. Les données tirées de l'enquête portent à la fois le portrait sociodémographique et politique des blogueurs politiques québécois, leurs habitudes «bloguistiques», leurs visions de la démocratie et...