Political leaders have been frequently appearing across various media outlets.

After the Polls Close:

As the clock ticks past midnight, the results of the election are clear, and the leaders take to the stage to deliver their speeches. Conservative leader Pierre Poilievre steps up to the microphone, flanked by his wife Anaida, whom he thanks warmly.

Political communication specialist Professor Mireille Lalancette of UQTR observes that Poilievre's campaign aesthetic leans heavily on masculine attributes. "His image on the podium with his wife solidifies this idea," she remarks, comparing it to the campaign strategy of previous Conservative leader Erin O'Toole, who often emphasized his military background.

However, Poilievre's campaign didn't seem to make much effort to appeal to the female vote. Polls show a ten-point lead for the Conservatives among men, while women lean toward the Liberals. The media's focus on factory workers reinforced the notion that the Conservative Party is a party of the working class—a largely male demographic.

A closer look at the political discourse reveals that there was no dominant issue during the campaign. Neither healthcare, housing, nor the environment managed to grab the spotlight. Instead, tariffs and annexationist threats from Washington overwhelmed the conversation, with the consensus being that the most competent leader was the one best equipped to handle these problems.

Political scientist Marc-Antoine Martel, currently conducting postdoctoral research on media coverage and the promotion of issues, explains that the media's attention to relevant topics can influence voter opinions. "If an issue becomes visible in the media, individuals exposed to this content tend to perceive it as important," he says.

During an election, parties aim to bring attention to their own topics and engage in debate. However, this time, the election was a battle between four male leaders who rarely spoken about feminist issues.

Side Notes

Approximately 19.2 million votes were cast, according to Elections Canada.
The Liberals won Terrebonne, but failed to secure a majority.

Gender and Campaign Strategy:

The use of masculine campaigns can potentially alienate female voters who prioritize empathy, collaboration, and social issues. In Canada, women voters tend to support candidates who focus on healthcare, economic equality, and gender rights.

The Media Factor:

Media attention to specific issues can sway voter opinions, prompting parties to highlight their own topics in their communications. This can be a double-edged sword, as some issues may be overshadowed or overlooked entirely.

Looking Ahead

The Conservative Party, like others, has embraced new media and platforms to reach audiences that may not be engaged with traditional media. This phenomenon, documented in the United States, allows for the amplification of content and a shift in attention away from traditional media outlets.

Mireille Lalancette, a professor at UQTR, notes that journalism ethics play a crucial role in separating traditional media from new platforms, which may have commercial motives.

The future of Canadian politics may lie in a blend of traditional and digital media, as both serve unique purposes and cater to different demographics. As Canada grapples with adapting to this new dynamic, it's important to consider the potential impact of different campaign strategies on various segments of the electorate.

The political communication specialist, Professor Mireille Lalancette of UQTR, suggested that Conservative leader Pierre Poilievre's campaign, which emphasized masculine attributes, may have contributed to alienating female voters in the general-news election.
Political scientist Marc-Antoine Martel pointed out that the media's focus on tariffs and annexationist threats from Washington during the election may have overshadowed important issues like healthcare, housing, and the environment, potentially influencing the opinions of the population.
Professor Lalancette also highlighted that the Conservative Party, with its masculine-oriented campaigns, could have inadvertently sidelined feminist issues in the realm of politics.
As Canadian politics evolves, adopting a blend of traditional and digital media might be crucial, considering the different campaign strategies' potential influence on segments of the electorate, such as women voters who prioritize empathy, collaboration, and social issues.