Voices of Mexico /April • June, 1994 25 Women and electoral politics: the Canadian federal elections of 1993 Verónica Vázquez García * he Canadian federal female Members of Parliament play reelection after vine years of failed elections of October 25, 1993 in the future government? Does attempts to reduce the deficit and were distinguished by an women's presence in election reconcile Quebec nationalism with unprecedented presence of campaigns and in Parliament federalism, and two years of recession Twomen in the electoral process. The facilitate the discussion of women's and high unemployment. As at other results, however, were uneven. While issues and the achievement of gender moments in Canadian history, a woman two parties that were led by women equality in Canadian society at large? was given leadership of a major party for the first time in Canadian history The purpose of this article is to when its possibilities for winning were suffered a crushing, historic defeat on answer some of these questions. I will minimal and a new image was required. election day, 1 the number of female focus on the dramatic defeat of one of candidates elected to Parliament was the two parties led by women, the Kim Campbell's election campaign higher than ever before. 2 PCP, and argue that Campbell was The election of Kim Campbell as the This situation raises a number of obliged to run her campaign under leader of the PCP in June of 1993 questions regarding women's role in very difficult circumstances, despite made her the first woman prime electoral politics: how did other party the image-building crusade she minister in Canadian history. But the leaders, the media and the electorate undertook during the summer of 1993. task facing her was not easy. Brian respond to the fact that two major The real story behind the defeat of Mulroney's administration had hit parties were led by women? What the PCP under Campbell's leadership is historic lows in opinion polis for role will a relatively large number of that the party had little chance of several years, and he was personally disliked by many Canadians. Campbell thus started a crusade to 1 These parties are the Progressive Conservative Party, led by Kim Campbell, and the New Democratic Party, led by Audrey McLaughlin. The number of parliamentary seats they hold fell make the public forget Mulroney's from 169 in 1988 to 2 in 1993 and from 43 in 1988 to 9 in 1993, respectively. nine-year administration. She spent the 2 The number of female candidates in federal elections has grown consistently since 1980. In that summer traveling across the country to year women accounted for 5 per cent of the total number of candidates running for the Progressive Conservative Party, 8.2 per cent for the Liberal Party and 11 per cent for the New meet voters informally and spread the Democratic Party. In 1984 the percentage rose to 8.2 per cent for the PCP, 16 per cent for the LP message that the Conservative Party and 22.7 per cent for the NDP, while in 1988 it further increased to 12.5 per cent for the PCP, would be different under her leadership 17.3 per cent for the LP and 28.5 per cent for the NDP (Young, 1991:82). The number of female from what it had been under Mulroney. candidates increased once again in the 1993 elections: 23 per cent or 67 women running for the "Her attempts at differentiating PCP; 22 per cent or 64 women running for the LP; 38 per cent or 113 women running for the NDP; 11 per cent or 23 running for the Reform Party; 13 per cent or 10 women running for the herself reaped success as polls Bloc Québécois (La Presse, October 1, 1993). Accordingly, the number of women who were showed her popularity, and that of elected to Parliament in 1993 was higher than ever before: 54 of the female candidates will be her party, rising. By Labour Day going to the House of Commons, 16 more than in 1988. This number represents slightly less than [September 6], she was the two-to- 20 per cent of the 295 seats, and comes close to the "30 per cent critical mass" —that is, the point one favorite for Prime Minister." The at which feminists believe "the number of women starts to significantly influence the operation of Parliament and raise issues of special interest to women high in the political agenda. The theory policies were a little shopworn, "but is based on European parliaments that have had a high proportion of women as members" the Conservatives had a new image (Makin: October 27, 1993). —that of a smart, energetic woman * Researcher at the CISAN, UNAM. with quiet managerial skills— that 26 Voices of Mexico /April • June, 1994 they thought would sell" (Campbell Campbell headed straight into an been perplexing for some people and Sallot: October 26, 1993). election with her personality as the who are already committed to vote Campbell called for a federal party's major card, confident that it for you, coming out and waving election in early September. Despite was sufficient to put her into office. their signs.... I've been going into her summer crusade and a 36 per cent As Mendelssohn suggests, these factories, and into schools and into support rating in opinion polis,' she elections were distinguished by the town hall meetings in unstructured, started the campaign under difficult contenders' reliance on leadership uncontrolled situations to try and circumstances. Brian Mulroney had qualities rather than on values and show that... I believe this is a taken over the party in 1983 alter a competing visions of Canada. None of country that can survive and thrive. divisive leadership battle with Joe Clark, the issues raised —whether taxes, the I see the strength of ordinary yet had a year to heal the wounds before deficit, or job creation— was as much people who really understand heading into an election. In contrast, of a key factor as the 1988 free-trade what changes need to be made Campbell had little time to unify the debate (Mendelssohn, quoted by (Campbell quoted by Susan party (Sallot: October 1, 1993). Murray Campbell: October 7, 1993). Delacourt: September 28, 1993). She had become the leader of the Campbell in particular Campbell also attempted to be PCP in opposition to Mulroney, who emphasized image-building rather seen as aboye the fray of old-style threw his support to Jean Charest. On than debates over policies or social confrontations between candidates. taking office, Campbell refused to programs. As Frank Davey pointed By September 23, she had made no reach out to Charest, and Mulroney out during the campaign, "In Kim comments on the Liberals' economic was forced to mediate. Campbell also Campbell's case, the dividing line program and leader, Jean Chrétien, tumed to advisers in whom Mulroney between substantive issues and image apart from a few dismissive remarks had titile confidence (Thorsell: projection is much less clear than it about "pork-barrel politics" and October 27, 1993). often is for a politician. She and her "wheel-barrows of money." She never As a relative newcomer to the many images have themselves become spoke of the other parties except when party, Campbell was unable to campaign issues" (Frank Davey: asked by journalists. By late coordinate her election campaign September 16, 1993). September PCP strategists were adequately. She was unknown to some Campbell made the "politics of urging her to do so. The issues were of the key people who surrounded her; inclusion" or "new politics" an NAFTA, the goods and services tax even some members of her own integral part of this image-building and the Liberals' economic program. campaign team hardly knew her. A and the leitmot i f of her campaign. Part She argued that "any gains from those Tory veteran who saw her up close of these new politics was her policies would be more than offset by said Campbell was "uncomfortable preference to meet with groups of increases in inflation and the deficit" with some of the strategy that the voters and small crowds to answer (Ross Howard: September 23, 1993). campaign organization" had laid out questions rather than delivering Campbell's new politics also for her, and that she lacked rousing stump speeches or handing meant avoiding promises —or giving "Mulroney's instinctive understanding out daily policy statements. According too many details that could be of why the advisers are proposing to her, this style was both a lesson interpreted as promises. Trust and certain things to her." By the middle from the referendum campaign and a directness were major themes in the of the campaign, there were rumors of product of British Columbia (B.C.) early part of her campaign. But as conflicts between the staff on the road politics, where "people are more Chrétien's strategists —as well as and party headquarters (Sallot: frank. Saying what you think is not an members of the Reform Party- October 1, 1993). unusual thing." In an interview with believe, by relying on trust rather than CKNW radio, she explained: details Campbell seriously weakened 3 See Hugh Winsor, "Polis shows PCs, Far from being arrogant, it seems her chances of winning (Ross Liberals neck and neck. Campbell popularity key to rise in Tory support, Globe survey to me that my whole approach to Howard: September 21, 1993). finds," in The Globe and Mail, September public life, going back to being a She wanted people to believe that 16, 1993.