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 - Sept. 28-29/08

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.

Sept. 29/08

NDP Wins Positive Coverage for
Platform, Strong Performance

NDP +78
NewsInfluence Index

· Leader Jack Layton received a very heavy volume of positive election coverage for releasing the party platform Sunday.

· News reports emphasized the NDP’s promise to address poverty, including a significant increase in child benefits.

· Media coverage included an in depth CBC News interview with Layton and several front page articles, including the Toronto Star, National Post, Edmonton Journal and Saskatoon StarPhoenix.

· News reports amplified a message that the NDP is challenging the Liberal Party for the role of Official Opposition in the next Parliament.

BQ +9
NewsInfluence Index

· National coverage observed the Bloc Quebecois is regaining voter support in rural Quebec, due to controversy over Conservative budget cuts to arts and culture funding and tough new crime policies.

Conservative +0.5
NewsInfluence Index

· News reports remained mixed for the Conservative Party, as a widely published Canwest News article observed in negative tones that the government has lost touch with its populist roots in Alberta.

· News reports highlighted the launch of an activist campaign challenging the Conservative government’s record on addressing poverty.

· Positive media items pointed out the party is positioned for a majority government, according to recent public opinion surveys.

· A Globe and Mail front page article observed Leader Stephen Harper has shifted campaign strategy, trying to build the case for a majority in the next Parliament, after predicting earlier a minority election result.

Green +0
NewsInfluence Index

· The Green Party did not receive prominent election coverage, amid heavy media attention for the NDP party platform.

Liberal -13
NewsInfluence Index

· News reports expanded a media theme that the Liberal Party is in serious trouble with just two weeks left in the election campaign. Media coverage continued to raise expectations for Leader Stephane Dion in the upcoming leaders’ debates.

· A widely published Canwest News article emphasized poll results showing the Liberal Party losing large numbers of traditional supporters.

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.