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Canada Votes 2008
Lifeline Communications will provide ongoing analysis of campaign media coverage during Election 2008.
Our media analysis will feature our NewsInfluence Index, which offers an indicator of the tone, volume and prominence of campaign coverage in major national news media. |

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NewsInfluence Index Lifeline Communications calculates our NewsInfluence index, based on the number, prominence and tone of media items. The formula offsets negative, neutral, and positive media coverage, and assigns greater weight to prominent media items such as front page articles and higher ranking in television newscasts. The NewsInfluence index provides an indicator of the volume and tone of campaign coverage received by political parties in national news media.
The NewsInfluence Index covers major campaign items published in the Victoria Times Colonist, Vancouver Sun, Edmonton Journal, Calgary Herald, Regina Leader-Post, Saskatchewan StarPhoenix, Winnipeg Free Press, Globe and Mail, Toronto Star, National Post, Ottawa Citizen, and Montreal Gazette. The index also covers major campaign news items in television newscasts by CBC, CTV and Global National.
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Liberals Losing Centrist Voters to NDP Leading up to televised leaders’ debates, news reports point out the NDP is challenging the Liberal Party for progressive voters in the election. Several negative media items focus on the Conservative government’s handling of the listeria outbreak and softening voter support in Quebec. Election coverage was largely overshadowed by financial market turmoil. |
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NDP Wins Positive Coverage for Featuring the NDP platform, a heavy volume of positive television and print coverage positioned the perennial third party as challenging for the role of Official Opposition in the next Parliament. Establishing a narrative for the leaders’ debates this week, news reports said the most significant campaign development so far has been the apparent collapse of Liberal support. |
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Election Media Sees Gains for NDP News reports delivered a message that the NDP is poised for gains in the federal election at the expense of the Liberal Party. Election coverage turned more positive for the Conservatives, in the absence of candidate controversies. Bloc Quebecois Leader Gilles Duceppe appealed to Quebecers to block a Conservative majority government. |
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NDP Gaining Ground on Faltering A heavy volume of television and print news reports position the NDP as gaining voter support at the expense of a Liberal campaign that is failing to make much headway after three weeks on the campaign trail. Mixed coverage for the Conservative Party highlights worry about the economy, an RCMP investigation into the Bernier affair, and controversial arts funding cuts. |
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Conservatives in Hot Water Again for Remarks on Immigrants Calgary MP Lee Richardson generated negative campaign coverage for his remarks on crime and immigrants. Several news reports and columns suggest Liberal campaign is hampered by Leader Stephane Dion’s poor performance. News reports see culture cuts boosting voter support for Bloc Quebecois. |
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Liberals Hurt by Poor Performance, Low Voter Support Campaign coverage turned negative for the Liberal Party, emphasizing a faltering performance by Leader Stephane Dion, confusing policies on the environment, and low voter support. Negative Conservative coverage highlights opposition to arts funding cuts, and more food safety concerns. Positive media noted the NDP is gaining ground in British Columbia. |
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Conservatives Attacked on All Sides Over Cuts to Arts Funding A heavy volume of election coverage featured attacks on all sides over Conservative cuts to arts funding. Quebec artists received high profile television coverage for opposing the cuts. Liberal Leader Stephane Dion criticized the federal government at a B.C. film studio. Positive NDP coverage was offset by negative news reports about a B.C. candidate who resigned. |
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High Profile for Liberal Platform, Conservative Crime Promises The Liberal Party received a heavy volume of election coverage for its campaign platform, highlighting a tax shift from income to pollution and a warning that spending promises will depend on the strength of the economy. Conservative Leader Stephen Harper also had a high media profile for promising tougher crime measures to deal with young offenders. |
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Light Coverage Highlights Green Rail Swing, Liberal Platform A light volume of election news highlights a rail swing by Green Leader Elizabeth May and the announcement Monday of the Liberal election platform. The Conservative and NDP campaigns hit more trouble over party candidates. Negative Conservative coverage offsets positive articles about party strength in rural Quebec and military ridings. |
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Liberals Make Arts Promises, Liberal Leader Stephane Dion receives positive media for arts funding promises and responding to attacks on his ‘Green Shift’ policy. Candidate troubles offset positive news reports on NDP crime policies. Positive coverage for Conservative Leader Stephen Harper’s Arctic trip was dragged down by another listeria death and more health crisis fallout. |
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Mixed Election Coverage Concludes Campaign Week 2 News reports turn mixed at the end the second week of the federal election campaign. Negative media attention on the listeria outbreak is moderated by positive poll results for the Conservatives. Negative media on the Liberal ‘Green Shift’ plan is offset by farm policy announcements. Positive coverage for NDP attacks on listeria are offset by more candidate troubles. |
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Conservatives Get Worst Coverage of Campaign So Far The Conservative Party received its worst election coverage in the campaign so far, as a very heavy volume of news reports positioned Leader Stephen Harper’s apology for comments about the listeria health crisis as the latest in a growing string of gaffes. Developing news reports noted a new controversy around a Conservative staffer’s remarks about First Nations. |
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Conservatives Hit Again, This Time by Listeria Health Crisis The Conservative campaign was knocked off message again, this time by “tasteless” and “callous” comments by Agriculture Minister Gerry Ritz about the national listeria outbreak that has killed 17 people so far. NDP Leader Jack Layton demanded Ritz be fired both as minister and a Conservative candidate. |
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Negative Conservative Coverage Features Lost Jobs, Economy and Afghanistan Conservative Leader Stephen Harper faced angry union members, questions on economic turmoil and demands to disclose the full costs of Canada’s military mission to Afghanistan. Positive coverage highlighted NDP and Liberal attacks on lost jobs and the government’s handling of the economy. |
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Stock Market Downturn Puts Prominent Attention on Economy A sudden downturn in financial markets resulted in prominent election coverage for the Conservative, NDP and Liberal parties on the economy. Prime Minister Stephen Harper allayed recession fears, while Jack Layton and Stephane Dion attacked the government’s economic record. |
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Conservatives Shift Gears to Target Surging NDP, Greens Developing a new message track, election coverage positions NDP as the chief threat to a Conservative majority government, as news reports, columns and media analysts observe the Liberal campaign faltered in its first week. Media coverage sees support building for the NDP and Green Party. |
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NDP Gaining Ground on Liberals A significant volume of positive election coverage featured the largest NDP rally yet in Toronto, highlighted Leader Jack Layton’s message against consumer price gouging, and observed the party is gaining ground on the opposition Liberals. Conservative media coverage was mixed in tone. |
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Election Coverage Sees Campaign Moving in Conservative Direction In positive tones, national election coverage emphasized poll results showing momentum for the Conservative campaign, as television news and several front page articles suggested voters have more favourable impressions of Prime Minister Stephen Harper, despite several first week gaffes. |
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Conservatives Knocked Off Message, Off Track by Party War Room In negative tones, a very heavy volume of election coverage featured controversy over an inappropriate e-mail from the Conservative war room about the father of a Canadian solider who died in Afghanistan. News reports said the controversy knocked the Conservative campaign off message. |
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Positive Coverage for Greens in Leaders’ TV Debates A sudden about face to allow Leader Elizabeth May into the televised leaders’ debates provides overwhelmingly positive election coverage for the Green Party. News reports call it the most significant victory so far for the young political party. |
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Large Volume of Negative Coverage for Conservatives The ‘Pooping Puffin’ news story generated large volumes of negative campaign coverage for the Conservative Party in network television and front page articles, including the Globe and Mail, National Post, Edmonton Journal and Calgary Herald. |
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