How Quebec parties blend digital tools and traditional media in 2026 campaigns
Political scientists explain that Quebec parties now use both social platforms and legacy outlets, keeping messages consistent while adding new formats.
In an interview, Université Laval scholar Marc-Antoine Martel discusses the evolving media landscape of Quebec's election campaigns. He argues that digital media provide direct outreach but do not replace legacy outlets, which still lend authority to messages that are later reshared online. The shift began in 2012 with widespread adoption of Facebook and Twitter, followed by big-data tools for voter targeting from 2018 onward.
New formats like long-form podcasts and limited AI-generated content are now appearing, though parties remain cautious. Campaigns continue to center on leader images, as seen with Charles Milliard’s bus photo and Christine Fréchette’s leadership renewal. Different parties show varied digital professionalism, with the Parti Conservateur du Québec leading in strategy and Québec solidaire using vivid, hopeful visuals.
Why it matters
Understanding how parties mix old and new media reveals the future of political persuasion and voter engagement.
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