This week's perspective from Bob Reid:
I think this story got more ink and airtime than anything else this week, and yet I still can’t make a call on it at this point. Columnists and talk radio hosts (like me – well, today anyway – I’m subbing for John Tory on NewsTalk 1010 from 4 to 7 PM!) got tremendous mileage out of that curious component of the Harper government’s Speech From The Throne regarding O Canada. At issue is the gender inclusiveness – or lack thereof – in one line of our national anthem, “in all our sons command.” Some of “our daughters” apparently take issue with the old-school verbiage, so the feds are saying they’re going to put the matter to a parliamentary committee for review. It’s an irresistible water cooler debate, so the amount of media coverage it generated wasn’t surprising in the least. But what’s less than clear is the strategy and message behind it. Was it designed to be some sort of diversionary tactic to shift focus away from the rest of the somewhat same-old, same-old speech content/agenda? Is the government’s desired message that the Conservatives care about equality and inclusiveness, and are listening to the at least one Canadian woman who wrote in about it? Some kind of attempt to capitalize on the outpouring of patriotism throughout the Vancouver Olympics? Could be one, some or all of the above. Trouble for the feds is, the overall response seems to be one of annoyance that an issue of this nature is even being stirred up in the first place. In the absence of a clear sense of message, motive and strategy, it’s hard to make a call. Tons of media is cool and all, but unless it accomplishes something strategic, it’s just noise.
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5 comments:
We have are trying so hard to accommodate all differences or perceived differences under the banner of "inclusiveness", that we are "excluding" many thousands of Canadians who don't fall into the many catagories of "different" groups. This manufactured issue is a waste of time and many female friends an collegues agree with me. We have many more important legitmate issues which affect the majority of Canadaians to resolve than this one.
Wow, I'm surprised at how this one went way over your head. Creating noise was precisely the strategy, which is what makes this a touchdown.
On the day before the federal budget announcement during one of the most economically tumultuous times in recent Canadian history, the government successfully diverted attention away from the content of the budget (or lack thereof) and the media spent all budget day debating the national anthem instead of the economy.
It also distracted attention away from the prorogation that angered so many Canadians, the whole reason we had this Throne Speech in the first place.
It's genius. And even PR folks like you didn't seem to understand the strategy behind it, which means it worked.
Personally, I think overall it has failed as a communications strategy since, as you pointed out, the overall response has been one of annoyance. There are urgent issues that must be dealt with by the Federal government and this isn't one of them. I think it has sent the wrong message to Canadians.
Seriously we should tell those who take issue with our national anthem to suck it up. Yes it says "our sons" but I interpret it as the bunch of dudes who created this nation. You can't change history, so why render our heritage nutless because one person feels isolated. Perhaps those complaining should see a shrink rather than waste Canada's time with a petty problem.
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