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
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

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