Outreaching the Inside: Looking into the Conservative Party of Canada's Reflexive Communication Code

Abstract

In light of immigration trends and projected growth scenarios, the so-called ethnic vote in Canada is more important than ever for any political party that seeks to form a majority government. Beginning in 2004 there is evidence to suggest the Conservative Party of Canada (CPC) adopted a sophisticated ethnic outreach strategy aimed at winning support among cultural and ethnic groups. Drawing on Niccolo Machiavelli's The Prince (1513), Ulrich Beck and Anthony Giddens' theories on reflexivity (1994), Jurgen Habermas' public sphere (1962), and Jennifer Lees-Marshment's analysis of marketing techniques in political communication (2001), this thesis examines the motives, goals and outcomes of the reflexive communication code of the CPC as demonstrated in the national and local campaign levels. The research design for this thesis is qualitative and uses in-depth interviews and archival data collection methods to explore whether the ethnic outreach efforts and new policy positions of the CPC are a genuine reflection of a shift in ideology or a carefully calibrated strategy to obtain power. While interviewees claim the CPC's strategies are designed to better communicate with voters and encourage civic engagement, the influence of Machiavellian ethics and political marketing strategies suggest the outreach efforts may not be entirely altruistic.