Reputation and Brand Management by Political Parties: Party Vetting of Election Candidates in Canada

ABSTRACT A political party is keen to jettison anyone who could plunge it into crisis, cost it votes, harm its reputation and damage its brand. Association with election candidates is particularly high risk because of the high stakes of an election campaign. As part of their reputation and brand management, party officials can screen aspiring candidates before local party members do so. Little is known about these pre-selection methods. We examine the lengthy, invasive screening questionnaires and secretive processes that Canadian political parties use to assess potential candidates. We show that parties probe for edgy remarks, controversial activities, intolerant attitudes and unlawful conduct. Vetting pays special attention to social media. We explain that the phenomenon responds to the growth of digital content, media interest in controversy and the turmoil sparked by opposition research. We then consider normative implications associated with media and democracy.