Trent University Graduate Thesis Collection

: Paper Chase; "The Paper Chase: A Survey of Student Newspapers on Ontario Campuses in the 1960s" is a regional study of three University campuses in Ontario — the University of Toronto, Queen's University and Trent University — and examines each of these institutions’ respective student newspapers, The Varsity, The Queen's Journal, and The Arthur as a primary source analysis. In broader terms, this thesis looks to theoretically historicize the themes of "life," "love," and "liberty" on Ontario campuses in the 1960s. Its central question is whether Ontario's youth experienced a cultural revolution like that portrayed in popular memory of the period, which profoundly appears in other sixties cultural interpretations in Canada and the United States. By framing student life through student newspapers' gamut, this thesis calls into question the lionization of some cultural decade elements. It determines students were, in fact, in some ways much more conservative in their outlook than earlier literature or the popular memory of the period suggests. History has much to say about students who rebelled. This thesis focuses on those who did not. Author Keywords: Conservatism, Counterculture, Queen’s University, Sixties, Trent University, University of Toronto

: Class Struggle and Solidarity in Neo-Liberal Times; The lengthy and raucous 1986 Gainers meatpacking plant strike in Edmonton, Alberta was one of the most important events in recent Alberta labour history. In the midst of the economic crisis of the 1980s and the rise of neo-liberal ideas, the strike marked a backlash by both the labour movement and ordinary citizens against attacks on workers and unions. Characterized by widely covered picket line violence, repressive police and court actions, and government unresponsiveness, the strike generated massive solidarity within and beyond the labour movement. This solidarity originated in a rejection of the neo-liberal new reality of Alberta typified by high unemployment, anti-union laws and practices, and lack of government welfare support, and it generated a provincial change the law campaign, national boycott, and rising class consciousness. The working class mobilization during the Gainers strike was a watershed for the Alberta labour movement. Author Keywords: Alberta Federation of Labour, Gainers strike, neo-liberalism, solidarity, working class

: Elite Canadian Print Media Construction of the Cuban Revolution, 1956-1962; This study examines the elite national print media reaction to, and coverage of, the Cuban Revolution, between 1956 and 1962. It finds that media, equally alienated by both Fidel Castro and the United States, progressively pursued an independent narrative predicated on an homage to Cuban sovereignty. Specifically, media uniformly adopted veteran New York Times' reporter Herbert L. Matthews' conflation between Cuban postcolonial independence and the Revolution following his exclusive interview with Fidel Castro in February 1957. Media maintained it until 1962 as it remained the only consistent, defensible theme amid Castro's apparent failure to meet expectations and the United States' cautious indifference to a revolution in kind and abject disregard for Cuban sovereignty. Research is based on an exhaustive review of eleven carefully selected elite broadsheets and three national magazines. Overall, this study offers an important counterpoint to the broader body of Canada-Cuba-U.S. postwar historiography that almost exclusively addresses foreign policy. Author Keywords: Canada-Cuba-U.S. relations, Canadian print media, Cuban Revolution, Fidel Castro, Herbert L. Matthews, journalism

: Branding of the Prime Minister; From 1949-1957, Prime Minister Louis St. Laurent was the face of the Liberal Party. Party branding was wholly devoted to his friendly, ‘Uncle Louis’ brand image. St. Laurent’s image was manipulated and manufactured without public preconception, establishing the modern tactics of personal branding still used by his successors. This thesis studies the elections of 1949, 1953, and 1957, analysing photos, advertisements, speeches, archival documents, memoirs, newspapers, and other sources to show the development of Liberal branding strategy. It employs political scientist Margaret Scammell’s conceptualization of brand theory, showing how marketers used emotional brand differentiators and rational substantive performance indicators to sell ‘Uncle Louis’ to Canadians. The Liberals used St. Laurent and branding tactics to win two massive majorities in 1949 and 1953, and the Diefenbaker Tories used those same tactics to defeat them in 1957. ‘Uncle Louis’ proved the effectiveness of personal branding and leader-centered campaigns in Canadian politics. Author Keywords: Brand Theory, Canadian Politics, Elections, Liberal Party of Canada, Louis St. Laurent, Political Marketing

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