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Graduate Theses & Dissertations

: 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

: 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

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