Political battlefield: aggressive metaphors, gender, and power in news coverage of Canadian party leadership contests

Abstract

ABSTRACTOur study analyzed aggressive figures of speech used by the Globe and Mail to describe the personas, performances, and prospects of women and men leadership candidates for the (Progressive) Conservative Party of Canada in 1976, 1993, and 2004. We codified four distinct forms of power communicated by the aggressive metaphors—power over, power to, power with, and power as—to investigate what these battleground metaphors communicate about gender and political power. Our content analysis and discourse analysis of the phrases applied to each of the candidates revealed gendered assumptions about political leadership. All three women candidates in our study—Flora MacDonald (1976), Kim Campbell (1993), and Belinda Stronach (2004)—were discussed as formidable foes, capable of using considerable force in their efforts to win. Indeed, Campbell became Canada’s first and only woman prime minister. Yet, much of the aggressive mediation confirms the gendered mediation thesis that aggressive metaphors exclude women and reconstitute politics as masculine. Many of the combative phrases cast doubt on a woman candidate’s ability to successfully compete on the political battlefield.