CANADA ELECTION ANALYSIS 2008

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 NDP

n CTV

n CBC

n Global / Canwest

n Globe and Mail

n Toronto Star

NewsInfluence Index - Oct. 8-9/08

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.

Oct. 9/08

Liberals Get Positive Coverage on the Economy, Financial Crisis

Liberal +56.5
NewsInfluence Index

· Extensive election coverage positioned Leader Stephane Dion as finally finding an effective message track in the last days of the election campaign, as he positioned the Conservative government as unconcerned about the plight of Canadians during the world financial crisis.

· Television news reports described an economic speech in Toronto as one of Dion’s best in the campaign, where he stressed the Liberals’ strong track record on managing the economy and balancing budgets.

· Dion also received prominent media attention in a CBC News feature interview.

· News reports and columnists observed Dion’s position on the economy and the financial crisis is more in tune with voter concerns than the Conservative Party.

NDP +33
NewsInfluence Index

· Leader Jack Layton delivered a media message that Conservative Leader Stephen Harper is clearly out of touch with voters, amid growing fear and worry about turmoil in financial markets and a downturn in the global economy.

Conservative +8.5
NewsInfluence Index

· News reports turned mixed for Leader Stephen Harper, who was positioned as defending and explaining his remarks that the stock market plunge presented buying opportunities for investors.

· Positive coverage highlighted a campaign promise to train and recruit more doctors and nurses, and Harper provided a feature television interview on Global National.

· In negative tones, several media items emphasized the Conservatives are losing voter support and trending down in the closing of the campaign.

· Negative media items noted the listeria outbreak resurfaced as an issue, with new contamination at a Toronto food plant and criticism about delays in warning the public about the outbreak in August.

Green Party +2
NewsInfluence Index

· A Toronto Star item followed vigorous efforts by Leader Elizabeth May to challenge Conservative Defence Minister Peter MacKay in a Nova Scotia riding.

Bloc Quebecois +0
NewsInfluence Index

· Ongoing coverage for the world financial crisis did not prominently mention Bloc Quebecois Leader Gilles Duceppe.

With just five days left before the federal election, Liberal Leader Stephane Dion received very positive coverage for a speech on the economy and world financial crisis, emphasizing his concern for the challenges facing Canadians. NDP Leader Jack Layton said Conservatives are out of touch with voters’ fears and worries. Conservative Leader Stephen Harper urged Canadians not to panic, and promised more doctors and nurses for health care.