This is called "micro-campaigns": unveiling the early morning (to enforce the theme of the day) a clear measure that addresses a specific part of the electorate. In spring 2011, Harper and chained ads targeted tax credit (sports activities, piano lessons, volunteer firefighters ...) or renewals of programs. Always simple, always clear, always easy to summarize in less than 140 characters. The goal? Get votes from an electorate identified in advance through detailed strategic studies - an art in which the Conservatives are masters.
And what we see campaigns Jean Charest and François Legault since August 1, similar to this, notes Eric Montigny, a political scientist at Laval University. "Mario Dumont had just used this strategy in 2007 and 2008 [especially with the $ 100 per week for parents of young children who do not care], but it is much stronger this year, he said. It offers something concrete, easy to understand. "
Examples abound in caravans and liberal caquistes. Among liberals, Jean Charest on Monday pledged $ 100 to parents of primary school to purchase equipment. Tuesday, it was $ 3,000 in tax credits to homeowners who will make "green renovations" to their house. On Wednesday, he indicated a desire to expand coverage dental free to all young people under 16 years (RAMQ protection stops at 10 years now). Through this, some broader measures, such as maintaining the employment of experienced workers and help for young welfare recipients to enter the labor market.
Toward the future Coalition (CAQ), Francois Legault has promised Tuesday to reduce the tax burden on middle class families $ 1,000 ($ 200 per year). Wednesday, he promised five days of paid leave to enable parents to meet their parental obligations. Thursday, five hours more per week in high school. There were also promises to ensure a family physician in every Quebecer, and 50 million to allow students of primary and secondary school to go to four art shows a year. The concrete, the precise.
Conversely, the Parti Quebecois currently opted for larger-scale commitments, related to some national affirmation. Creating a strategic investment fund of 10 billion, repatriation of employment insurance system in Quebec, creating an Economic Development Bank of Quebec, "revolutionary changes to ensure better care for seniors' new regime mining royalties. "We're not in the same register as the other two," said Montigny.
"From a communicational strategy Advertisements and is very effective, says Frederic Bastien, a researcher at the Research Group on Political Communication. People like that are specific commitments rather than large ads that remain somewhat vague. "But ... there is a but.
"I see a setback in terms of governance, said Bastien. A party that aspires to power will have to manage large numbers of files. We can not reduce a term to some specific points, as the Conservatives did in 2011 with their five-point plan. A party that chooses - in the manner of PQ - to present a program that is more macro than micro has a greater challenge in terms of communication, but it provides more information about what he will do once in power. It could be more reassuring for voters. "
This is a more 'traditional', but that has proved its virtues, adds Maioni, political science professor at McGill University. "It depends on one's perception of the voter, she said. Does anyone believe that it will hang at a particular promise? Or it is believed he wants an overview of the project presented to give reassurance about the future government's ability to govern well in all folders? "
By focusing their message on well-defined measures, François Legault and Jean Charest "have the advantage of running a little more coverage and control the message," says Maioni. But she recalls that "make a campaign on promises sharp makes you not talking about everything." In 2011, for example, Stephen Harper has never mentioned the rising age for admission to the benefits of Old Age Security from 65 to 67 years. "The promises we made are accurate, but the rest remains very unclear," says Maioni.
"Voters must also feel that the ads are part of a real road map, says Eric Montigny. Do not want it to look like a collage, it takes an overall consistency - consistency and budget. People need to see the thread. We will see later in the campaign if Mr. Charest and Mr. Legault did it, or if Ms. Marois fared better with his approach. "Above all, he says, that Mr. Charest" failed for now to impose the theme of the day as generally succeeded Mr. Harper. But without it, the promises are lost quickly targeted.
