“Taking Back What?” An Analysis of Erin O’Toole’s Campaign Messaging

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Pulled from National Posts’s article on O’Toole’s campaign rally. ADRIAN WYLD/THE CANADIAN PRESS
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“Let’s take back Canada!”

The Power Of Framing

In this video you can see the format: “take back Canada” sets the context for every point that follows. https://www.youtube.com/watch?v=pS-ZRfPqw4w&t=34s

Word Selection

Graphic of O’Toole’s stances on Canadian-Chinese relations, which focuses on challenging China’s influence on Canada.
Graphic of O’Toole’s stances on Canadian-Chinese relations, which focuses on challenging China’s influence on Canada.
https://www.facebook.com/erinotoolecpc/photos/a.356488031109911/3068254216599932/?type=3&theater

The Role Of Personality In Media

tweet from Erin O’Toole, criticizing Prime Minister Trudeau’s “corruption”
tweet from Erin O’Toole, criticizing Prime Minister Trudeau’s “corruption”
https://twitter.com/ErinOTooleMP/status/1273773920307593217
For some reason linking videos won’t work properly, so here’s a twitter video portraying his “straight-talk”: https://twitter.com/ErinOTooleMP/status/1274320721859227649

Loss-Aversion’s Affect On Decision-Making

image of the “big red bus” used during the campaign that led to Brexit
image of the “big red bus” used during the campaign that led to Brexit
Photo from Bloomberg’s article. on Brexit Bus Pledge. Photographer: Christopher Furlong/Getty Images

Closing Thoughts

Bibliography:

Poli Sci grad, Comms Strategist, great at remembering names and terrible at pronouncing them. I write on political psych, practical philosophy, and random stuff

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