Evolution of a Government Photo Op: The Media Tradition of a Canadian Finance Minister's New Budget Shoes

Abstract

Background: Photo opportunities enable tight scripting and image control while catering to the media's need for visual content. This research traces how, since 1955, Canadian finance ministers and the media have exhibited a uniquely Canadian interest in the minister's budget day shoes. Analysis: A review of newspaper coverage about the federal budget indicates that news stories contributed to the myth of parliamentary tradition that evolved into packaged photo ops. Interviews with journalists and a finance minister's staff, among others, provide insights about photo-op management in a permanent campaigning environment. Conclusion and implications: The case study adds to knowledge about strategic communication in government and the evolution of media-state relations in Canada.