Abstract
During the 1980s, Quebec labour unions integrated political marketing strategies to their programs of public intervention. Does the emergence of these new forms of communication indicate a change in the critical stance that had characterized their public communication in the previous decade ? This study of the Centrale de l'enseignement du Québec (CEQ) demonstrates that the marketing approach had a clear influence on that union's communication strategies, particularly in its development of a more pragmatic view of its relationship with mass media and with the public. The CEQ has not, however, abandoned a critical and militant stance in its public communication.
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