NOTE TO USERS Page(s) missing in number only; text follows. Page(s) were scanned as received. 127 This reproduction is the best copy available. ® UMI Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. Small Screen, Big Impact: A Historical Examination of the Effects of Television on the 1988 Federal Election Campaign by William Peter Stos, B.J. (Com. Hons). A thesis submitted to the Faculty of Graduate Studies and Research in partial fulfillment of the requirements for the degree of Master of Arts Department of History Carleton University Ottawa, Ontario August 8, 2006 © copyright 2006, William Peter Stos Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. 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Abstract For seven weeks in 1988 Canada witnessed one of the most volatile federal election campaigns in its history. Long considered to be a “free trade” election in the tradition of 1891 and 1911, the 1988 election is analyzed in this thesis with an eye for a more subtle political dynamic. Using theories and concepts borrowed from the field of mass communications - namely: agenda-setting, framing and priming - this study examines the manner in which political strategists and the news media created and/or facilitated their own preferred campaign narratives. In this way, these elites strove to suggest an agenda by which the electorate would be conditioned to frame its decision when casting a ballot, thereby powerfully influencing the nature and direction of the democratic dialogue. This goal was accomplished chiefly by utilizing the television medium and this thesis argues this campaign could be considered, to quote political scientist John Meisel, the first “boob-tube” election in Canada. A qualitative and quantitative analysis of archived television footage broadcast at the time, including newscasts, political party advertising and the leaders’ debate, was reinforced by oral interviews with people involved in setting the 1988 agenda. This thesis then applied mass communication concepts to a historical narrative in hopes of creating a hybrid political history, one that combines the historian’s perspective and the journalist’s and political scientist’s intensive presentism. ii Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. Acknowledgements Although this thesis is the culmination of months of research and writing often conducted in solitude, it would not have been possible for me to complete it without the help of many family members, friends, colleagues and ready access to a myriad of sources. First, I am eternally grateful to my advisor, Dr. Duncan McDowall, for all of his advice and assistance. I’ve been told that the most important relationship a graduate student has is with his/her supervisor, and I don’t know that I could have asked for a better friend, mentor and guide as I wrote this manuscript (any errors or omissions are, of course, my own). At times when I found myself headed in so many different directions and on wild tangents, he always managed to renew my focus and keep me on track. If there was ever a man that could herd cats it would be him. I would like to thank my interview subjects for sharing their time and memories with me. Elly Alboim, The Hon. Senator Norman Atkins, Maude Barlow, Keith Boag, The Hon. Ed Broadbent, John Duffy, David Halton, Peter Mansbridge, Don Newman and Robin Sears offered their insights, and confirmed or challenged my hypothesis; their opinions and recollections no doubt strengthened my work. Completing this research and degree would not have been nearly as much fun if it had not been for my roommates and fellow teaching assistants in Paterson Hall Room 437. Allison, Emily, Karen, Kristy, Liz, Matt, Meaghan, Mike - I’m so happy that we went through this experience together. Now that my thesis is finished, I can actually take you up on those offers to go out! Also, I’d like to thank my Sudbury69 crew from high school. They provided long-distance encouragement. My friends at theCharlatan also made my time at Carleton so very memorable and fun. Many thanks to the good people at Carleton University for all their assistance. Special mention goes to graduate history secretary Joan White, for her tireless efforts on my behalf, and Dr. Bruce Elliott, the graduate co-ordinator. My thesis defence committee (Chair - Dr. H. Blair Neatby, External Examiner - Dr. Christopher Waddell, Internal Examiner - Dr. G. Norman Hillmer) offered thoughtful comments and suggestions. The numerous excellent professors I was fortunate enough to meet during my time here made this experience all the more enriching. Dr. McDowall, Dr. G. Norman Hillmer and Prof. John Taylor graciously wrote letters on my behalf for the SSHRC and OGS competitions. Professor emeritus Dr. David Farr and Prof. Larry Black also employed me as I worked to complete this degree and provided me with valuable experience. And, finally, the support staff who made university life so enjoyable. (I’d like to single out MacOdrum Library’s Joanne Cameron, who is a reference librarian extraordinaire!) The staff at the National Archives, particularly those in the Special Collections section, deserves special thanks. Although I had many problems accessing material there, the staff was always very helpful, patient and understanding - even when I had several meltdowns in front of them after learning there were problems with my requests. m Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. I’d like to thank my cat, Muffy, for providing much needed distraction during the writing stage of this manuscript. Special thanks to Abi, Klaus, Mike, Megan, Stephanie and Tim for taking care of her when I was away doing research. Last, but certainly not least, I wish to extend endless thanks to my family. ‘Gido’ Peter and ‘Baba’ Kay Stos were always so generous in their support that I owe much of my post-secondary accomplishments to them. They instilled in me the importance of a good education. ‘Grandad’ Bill Maki delighted in hearing about my progress and generously supplied a life-saving laptop which I used to conduct research and write this thesis. (He’s 91 and could only manage to read the first page, but he figures it’s worth a grade of at least a 96 or 98!) Finally, none of this would be possible without the love and support of my parents, Bill and Dr. Carol Stos. Whenever I doubted myself or my work, or needed a shoulder to cry on (and at some points this meant several phone calls a day), they made themselves available and never complained. This thesis is dedicated to them. Thank you. iv Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. “Photo Opportunity.” Performed by John Gray on The Journal, November 11,1988. At last we have the answers to dilemmas old and new. Delivered with a smile from ear to ear. Invite the press for lunch in an appropriate milieu. The camera makes the issue disappear. Is acid rain the worry of the moment? Wear a lab coat and pose beside this tree. Form an expression of botanical regret. That’s a photo opportunity. Photo opportunity, thank heaven for photography. Photo opportunity, when words are such a chore. Photo opportunity, thank heaven for photography. Photo opportunity, when words are such a bore. All the world’s a stage, some are stagier than most. But we all act our parts as best we can. Are we really looking for a leader or a host? When does the act become the man? Put on a hard hat, you become the worker’s friend. Kiss a baby and you’d never harm a flea.