Holding Back the Race Card: Black Candidates, Twitter, and the 2021 Canadian Election

Abstract Politicians carefully construct a public persona that is authentic to who they are as individuals but also addresses voter expectations. Many Black candidates follow a deracialization strategy in which they downplay their racial identities to seek voter support while some follow a racial distinction strategy in which they highlight their racial identities but situate them within hegemonic national narratives. But questions remain about whether a candidate’s decision to use one strategy over another is shaped by national context, partisanship, political position, and riding competitiveness. This paper thus asks the question: How do Black candidates in Canadian elections deploy race in their campaign communications, and what factors might explain any differences in their strategies? To answer this question, we analyze how Black candidates used Twitter during the 2021 Canadian election. Our analysis reveals that Black candidates generally used a deracialization strategy when communicating on Twitter, opting to celebrate the many cultural groups in their riding rather than casting their appeal only to Black voters. They only highlighted their racial identities or racial issues when world or campaign events gave them the political cover to do so. But the degree to which Black candidates engaged in (de)racialized communications differed by party.