Élection 2018: Une nouvelle étape dans la pratique du marketing politique au Québec

Abstract

This article reports four parties marketing practices (Coalition avenir Qu bec, Quebec Liberal Party, Parti qu b cois, Qu bec solidaire) for the Quebec general election in 2018. Media coverage of political marketing practices in Quebec leads to believe these parties might have adopted the marketing approach in a greater measure in the wake of the 2018 election through a sustained use of digital data. To test this hypothesis, semi-structured interviews were conducted with the campaign staff of these political parties. Our results indicate that electoral planning is done in the spirit of political marketing. The parties, however, practice partial marketing: they mainly mobilize market intelligence for tactical purposes. Digital technology leads to a refinement of this sales approach. Yet, data-driven campaigning isn t completely taking place in Quebec.