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.

Resources

Media Links

n Elections Canada

n Liberal Party

n Conservative Party

n NDP

n Green Party

n CTV

n CBC

n Global / Canwest

n Globe and Mail

n Toronto Star

NewsInfluence Index - Oct. 4-5/08

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.

© Lifeline Communications Group Inc. 2005 - 2008

Oct. 5/08

Light Coverage Shifts Focus
to Downturn in the Economy

Conservative +20.5
NewsInfluence Index

· A light volume of election coverage prominently featured Leader Stephen Harper campaigning in Atlantic Canada, delivering a message that voters should avoid panic in reaction to financial market turmoil and growing concerns Canada will follow the United States into an economic recession.

· The Conservative campaign was positioned as the lead item in television election coverage. News reports suggested voter reaction to growing fears over the economy will be an important factor in the closing days of the federal election.

· In balanced tones, a widely published Canwest News article said Harper was positioned by poll results as the winner in televised leaders’ debates, but a majority of voters did not watch.

Liberal +16
NewsInfluence Index

· Leader Stephane Dion delivered a media message that deepening trouble in the economy demands a more aggressive response than the ‘steady as she goes’ reaction from the Conservative government.

· A Calgary Herald front page article observed that concern over the economy has shifted the environment, and controversy over the Liberal ‘Green Shift’ plan, out of the campaign spotlight.

NDP +8
NewsInfluence Index

· Leader Jack Layton received brief mentions in television coverage, behind media attention for the Conservative and Liberal campaigns.

· Layton continued to urge voters to rally around the NDP as the only effective opposition to the Conservative government.

BQ +3
NewsInfluence Index

· A CBC News item noted Leader Gilles Duceppe joined in a chorus from opposition leaders calling for more concerted action on the economy from the federal government.

Green Party +0
NewsInfluence Index

· The Green Party did not receive prominent campaign coverage in the latest news cycle.

Election news reports suggest voter reaction to layoffs, financial market turmoil and growing recession fears will play a key role in the closing days of the federal campaign. Conservative Leader Stephen Harper urged voters not to panic, while a chorus from opposition leaders demanded more urgent action by the federal government. A Calgary Herald front page article noted economic worries have shifted the environment out of the campaign spotlight.