Going Negative: Campaigning in Canadian Provinces

Abstract

The study of political communication in Canada’s provinces suffers from an absence of pan-Canadian information. This descriptive article bridges the gap by documenting some observable trends. It submits that negative advertising is more intense in larger provinces than in smaller jurisdictions. Permanent campaigning is the new normal as electioneering ramps up in anticipation of a fixed date election. Provincial parties and citizens avail themselves of new technology by communicating with digital video, which is not subject to the same financial, technical, content or regulatory constraints as television. Similarities of political communication across Canada are noted, including copycatting of federal-level practices.