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. 29-30/08

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. 30/08

Liberals Losing Centrist Voters to NDP

NDP +21
NewsInfluence Index

· The NDP continued to benefit from positive election coverage leading up to televised leaders’ debates. News reports delivered a message that a strong campaign by Leader Jack Layton is challenging the Liberal Party for progressive voters.

· An in depth report from CBC News examined the battle between the NDP and the Liberal Party for the middle ground in the federal election.

· News reports briefly noted an NDP election promise of more support for transit.

Liberal +6
NewsInfluence Index

· Positive coverage included a Global National profile of the wife of Leader Stephane Dion, as well as spirited attacks against Conservative management of the economy by former prime minister Paul Martin and Deputy Leader Michael Ignatieff.

· Negative news reports noted opposition to the Liberal carbon tax from Ontario’s finance minister.

Bloc Quebecois +4
NewsInfluence Index

· Leader Gilles Duceppe received national media attention for accusing the Conservative government of having a hidden agenda against abortion.

Green +2
NewsInfluence Index

· A Globe and Mail article reflected on efforts by the Green Party to make environmental policies a centerpiece in the election campaign.

Conservative -5.5
NewsInfluence Index

· In negative tones, several print articles positioned Agriculture Minister Gerry Ritz as ducking harsh criticism for the government’s handling of the listeria health crisis. Attending a debate on farm policy, the minister made his first public appearance since apologizing for inappropriate remarks about the disease outbreak.

· Negative media items also observed the Conservative Party is losing ground in Quebec, due to controversy over arts funding cuts and campaign promises on crime.

· Negative coverage was partly offset by comments by Leader Stephen Harper on financial market turmoil, and a promise of a small tax credit for children enrolled in art and music classes.

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.