Wednesday, 13 April 2011

Election Signs in Canada

It’s election season in Canada, and, as usual, we’re seeing partisan lawn signs sprout up like dandelions across the country. As Canadians, it’s easy to forget that lawn signs are not commonly seen in elections across the democratic world. You’re likely to spot lawn signs during U.S. elections, but, in Europe, you’re more likely to see partisan posters and signs in public spaces.

Why do we see so many lawn signs during Canadian election campaign? Mostly because candidates and the people that run local campaigns in Canadian elections think they are important. Local campaigners place great importance on deploying more signs than their opponents, and on deploying them strategically around the ridings.

Once the election writs are dropped, these local campaigners immediately start to hand out signs. They retrieve lists of people that hosted signs in previous elections and have volunteers call them to see if they would like to host one in this campaign. Once they have a list of locations, the campaigners plot how to deploy signs throughout the riding, in order to maximize the likelihood that residents will see them. Volunteers are then given the addresses and the signs are pounded into the ground—usually, willing hosts arrive home from work surprised to discover that a volunteer has arrived and planted a sign in their front lawn. Once these are handed out, local campaigns think about how to fill in the gaps.

There are two primary benefits of lawn signs, from the perspective of these local campaigners. First, it lends candidates an aura of momentum. This is why candidates value lawn signs over highway signs: one volunteer can pound in a hundred highway signs, but lawn signs actually signal solid support. Second, lots of lawn signs deflate opposing campaigns. Volunteers can easily feel swamped and discouraged if they see many opposition signs throughout the riding.

In every campaign, the media seizes on stories of defaced signs. This occurred in Ottawa during this campaign, with someone ominously painting crosshairs on signs. However, it’s very unlikely that volunteers from other campaigns were involved, or that they methodically go about defacing signs from other campaigns. They know what an undertaking it is to put up signs, and they also know that the finger will always be pointed at them if signs are defaced.

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