Doug Ford and “cap diplomacy”

It is with a cap screwed on the head, emblazoned with the slogan « Canada is not for sale » (“Canada is not for sale”), which Ontario Premier Doug Ford introduced at the Canadian Prime Ministers’ meeting on Wednesday in Ottawa. What can we learn from this “cap diplomacy” in response to Donald Trump’s threats? Should we take it seriously or laugh at it? Three experts respond.

Is the use of the cap as a political communication tool a first in Canada?

No, replies Thierry Giasson, professor and director of the political science department at Laval University. “All parties have caps, the Liberal Party has all kinds of promotional stuff during campaigns or leadership races, caps, scarves, badges. »

But unlike the United States, where Donald Trump made it his trademark, Canada has never seen a candidate for prime minister often display such an accessory. Doug Ford thus reinforces his image as a leader, believes Simon Thibault, professor in the political science department of the University of Montreal. “Ford increasingly defines himself as Captain Canada due to the political vacuum, with the resignation of [Justin] Trudeau. He reappropriated the symbol of the cap to say: “We too have our political actors who can use strong symbols to convey our message.” »

Why did Doug Ford wear a cap?

A slogan on a cap is practically impossible for the media to hide. Virtually impossible for a cameraman or photographer to get a picture of the politician without showing his message. “It’s a very good way to ensure that the message we want to convey is always available, visible, whatever questions journalists ask us,” notes Alexandre Coutant, professor in the department of social and public communication. from the University of Quebec in Montreal (UQAM).

Using a symbol associated with Trump to reflect the Canadian response to his threats is rather funny, believes Professor Thierry Giasson. “The objective is first of all to make people smile, to mobilize people. And we can mobilize through humor. Humor is an extremely effective emotional lever in political communication and politics. There is clearly a wink and, moreover, he smiles. He knew it could generate a lot of sympathy and attention. »

It is possible that Doug Ford wanted to screw over Trump’s supporters and sympathizers, believes Simon Thibault. “The use of this symbol, of this object, of the cap, […] it conveys a very clear, very simple message, with which the public can quickly identify. […] This type of symbol can be used in the context of electoral campaigns, but it also allows parties and political actors to stay in the news, to ensure a certain readability, to improve their political notoriety. »

Is wearing a hat as a politician always a good idea?

No. Because it is considered “rather debonair” clothing, the cap makes a politician appear more approachable. And Ford has also shown a certain capacity for self-deprecation compatible with this image, says Thierry Giasson. Could other politicians, for example Justin Trudeau or François Legault, successfully imitate him by wearing such a hat? Unlikely, replies Professor Simon Thibault. “Probably there are other political actors who would be less comfortable wearing such an object, especially with the association we can make with Trump. »

Donald Trump, as has been said often enough, is a unique political phenomenon, a politician from a wealthy background who uses an American symbol associated with the working classes and young people. “Trump appropriates this symbol to carry his very anti-elitist criticism, even if many will say that Trump is part of a financial elite,” analyzes Simon Thibault. I think this is something Ford surely doesn’t have a problem with. »

Is this a good move from Doug Ford?

Yes, answer the three experts. “It’s brilliant,” says Thierry Giasson. The cap Canada is not for saleit’s still a great introduction that plays a little on the codes of Donald Trump and his MAGA cap. »

In a dense, complex and emotional issue like the arrival of Donald Trump to power and his all-out threats, Doug Ford has the merit of offering a simple message, notes Simon Thibault. “Like the MAGA cap [“Make America Great Again”]it remains a strong symbol, which summarizes the message, which is easy to understand. Discussions about pricing are going to be complex. We’re talking about rates, and people aren’t necessarily going to pay attention to them and understand them. »

While it is obvious that in the short term, this exit will not harm the Premier of Ontario, its impact should not be overestimated, recalls Thierry Giasson. “Citizens are far from being stupid: they know very well that politicians are now more into marketing than sincere political commitment. »