CANADA HISTORY - Elections

The 1993 Federal Election in Canada

The 1993 federal election in Canada stands out as one of the most significant and transformative elections in the country’s political history. It resulted in a seismic shift in the political landscape, with the once-dominant Progressive Conservative Party reduced to near-extinction, while new political forces, like the Reform Party and the Bloc Québécois, emerged. This election saw the ascension of Jean Chrétien and the Liberal Party to power, marking the start of more than a decade of Liberal dominance in Canadian politics.

Political Situation Before the Election

The 1993 election took place against a backdrop of economic and political turbulence. The Progressive Conservative Party, led by Prime Minister Brian Mulroney, had governed since 1984, having won two successive majorities in 1984 and 1988. However, by the early 1990s, Mulroney's government had become deeply unpopular due to several factors:

Economic Recession: Canada had experienced a severe economic recession in the early 1990s, which had led to high unemployment, a growing national debt, and widespread dissatisfaction with the government’s handling of the economy. Mulroney's government had introduced austerity measures, including cuts to social programs, which were deeply unpopular.

Goods and Services Tax (GST): The introduction of the Goods and Services Tax (GST) in 1991 was one of Mulroney’s most controversial policies. The GST, a 7% federal sales tax, was intended to help reduce the national deficit, but it was widely viewed as an unfair burden on consumers and became a focal point for public anger against the government.

Free Trade Agreement and NAFTA: While Mulroney had successfully championed the Free Trade Agreement (FTA) with the United States in 1988, followed by the North American Free Trade Agreement (NAFTA) in 1992, these deals were controversial. Critics argued that they threatened Canadian jobs and sovereignty, particularly in industries vulnerable to American competition. Supporters viewed them as essential for economic growth, but they remained divisive issues.

Constitutional Failures: Mulroney’s attempts at constitutional reform, particularly the Meech Lake and Charlottetown Accords, had failed spectacularly. Both accords were designed to address Quebec’s place in Confederation and national unity issues. Their failure, particularly the rejection of the Charlottetown Accord in a 1992 national referendum, led to a sense of frustration and alienation, particularly in Quebec and Western Canada. This opened the door to new political movements like the Bloc Québécois and the Reform Party.

Facing deep unpopularity and internal dissent within his party, Mulroney resigned as Prime Minister and party leader in February 1993, leaving his successor, Kim Campbell, to lead the Progressive Conservatives into the election. However, the party was already deeply weakened by the time of Mulroney’s departure.

Party Leaders

Kim Campbell (Progressive Conservative Party): Kim Campbell succeeded Mulroney in June 1993, becoming Canada’s first female Prime Minister. She was a relatively fresh face with a reputation as a smart and tough politician, having previously served as Minister of Justice and Minister of National Defence. However, Campbell inherited a deeply unpopular party, and she had little time to distance herself from Mulroney’s policies or rebrand the party. Despite her initial popularity, Campbell faced an uphill battle to win over a disillusioned electorate.

Jean Chrétien (Liberal Party): Jean Chrétien, a veteran of the Trudeau era, had been leader of the Liberal Party since 1990. He was a seasoned politician known for his populist appeal, his ability to connect with ordinary Canadians, and his pragmatic, centrist approach to governance. Chrétien positioned the Liberals as a fiscally responsible alternative to the Progressive Conservatives while promising to restore social programs and protect Canadian sovereignty. He was often criticized for being vague on specifics, but his campaign focused on job creation and economic recovery.

Preston Manning (Reform Party): The Reform Party, founded in 1987 by Preston Manning, represented Western Canadian discontent with the federal government. The party campaigned on a platform of fiscal conservatism, smaller government, and greater regional autonomy. Manning was an articulate and passionate advocate for reforming Canada’s political system, and his party was seen as a populist alternative to the established political parties. The Reform Party was particularly strong in Western Canada, where frustration with Mulroney’s government had grown significantly.

Lucien Bouchard (Bloc Québécois): The Bloc Québécois, led by Lucien Bouchard, was a new political force that had emerged in Quebec after the failure of the Meech Lake Accord. Bouchard, a former Progressive Conservative cabinet minister, had resigned from Mulroney’s government and founded the Bloc to represent Quebec’s interests in the federal Parliament. The Bloc campaigned on a platform of promoting Quebec sovereignty and defending the province’s rights within Canada, though it did not explicitly call for a referendum during the 1993 campaign.

Audrey McLaughlin (New Democratic Party): Audrey McLaughlin had been leader of the NDP since 1989, succeeding Ed Broadbent. McLaughlin was the first woman to lead a major political party in Canada, but her leadership faced significant challenges. The NDP had been severely weakened by the economic recession and the decline of its traditional support base. McLaughlin’s campaign focused on protecting social programs, job creation, and environmental protection, but the party struggled to maintain its relevance in a rapidly shifting political landscape.

Issues of the Election

Several key issues dominated the 1993 federal election:

The Economy: The economy was the central issue of the election, with Canada still reeling from the effects of the early 1990s recession. Unemployment was high, the national debt had ballooned, and many Canadians were deeply dissatisfied with the government’s economic management. Jean Chrétien and the Liberals promised to focus on job creation, economic recovery, and fiscal responsibility. Kim Campbell’s Progressive Conservatives attempted to defend their economic record, while Preston Manning’s Reform Party promised deep cuts to government spending and a balanced budget.

Government Deficit and Debt: Canada’s rising national debt and fiscal deficit were major concerns for voters. The Progressive Conservatives had implemented austerity measures in an attempt to control the deficit, but these had been deeply unpopular. The Liberals promised to take a balanced approach, combining fiscal responsibility with investments in social programs, while the Reform Party called for much deeper cuts to government spending.

Constitutional Issues and National Unity: National unity remained a key issue, particularly in Quebec, where the Bloc Québécois was gaining momentum. The failure of the Meech Lake and Charlottetown Accords had left deep scars in Quebec-Canada relations, and Lucien Bouchard’s Bloc Québécois was campaigning as a voice for Quebec’s interests, with an underlying goal of promoting sovereignty. In Western Canada, Preston Manning’s Reform Party capitalized on regional alienation, particularly resentment towards what was seen as a centralizing federal government.

Free Trade and NAFTA: Although the Free Trade Agreement (FTA) with the United States had been implemented and NAFTA had been signed in 1992, trade remained a divisive issue. The Liberals had initially opposed the FTA in the 1988 election but had since moderated their stance. By 1993, Jean Chrétien and the Liberals pledged to renegotiate certain aspects of NAFTA to protect Canadian interests, while the Progressive Conservatives continued to defend the agreement as essential for economic growth.

Campaign Strategies

Progressive Conservative Party: Kim Campbell faced the daunting task of leading an unpopular party in a hostile political environment. Initially, Campbell enjoyed a boost in popularity due to her fresh image and break from Mulroney’s leadership. However, her campaign quickly faltered. The Progressive Conservatives struggled to distance themselves from Mulroney’s unpopular policies, particularly the GST and economic austerity measures. The campaign lacked clear messaging and coherence, and Campbell was criticized for avoiding substantive policy discussions. A key moment that hurt Campbell’s campaign was when she made a comment suggesting that discussing economic policy in detail during an election campaign was not necessary, which reinforced the perception that her campaign lacked substance.

Liberal Party: Jean Chrétien ran a disciplined and effective campaign. The Liberals focused on presenting themselves as a centrist alternative to the Progressive Conservatives, with a focus on job creation, fiscal responsibility, and protecting social programs. Chrétien’s platform, known as the "Red Book," outlined specific policy proposals, which helped counter the criticism that he lacked a clear vision. Chrétien also benefited from his populist appeal and ability to connect with voters, positioning himself as a defender of "ordinary Canadians." The Liberals skillfully used negative advertising against the Progressive Conservatives, attacking their economic record and leadership.

Reform Party: Preston Manning’s Reform Party ran a campaign focused on fiscal conservatism, reducing the size of government, and representing Western Canadian interests. Manning emphasized the need for a balanced budget, reducing the national debt, and reforming Canada’s political institutions to give greater power to the provinces. The Reform Party’s populist message resonated strongly in Western Canada, where frustration with the federal government’s centralizing tendencies and neglect of regional concerns was widespread.

Bloc Québécois: Lucien Bouchard’s Bloc Québécois campaigned on a platform of defending Quebec’s interests in Ottawa and promoting Quebec sovereignty. The Bloc did not explicitly call for a referendum on sovereignty during the campaign but positioned itself as the voice of Quebecers disillusioned with federal politics. Bouchard, a charismatic and articulate leader, successfully capitalized on the sense of alienation in Quebec following the failures of the Meech Lake and Charlottetown Accords.

New Democratic Party: The NDP, under Audrey McLaughlin, struggled to gain traction during the campaign. The party focused on protecting social programs, job creation, and environmental policies, but it faced significant challenges due to the declining influence of labor unions and the economic hardship faced by many of its traditional supporters. The rise of the Reform Party also siphoned off some disaffected voters who might have otherwise supported the NDP.

Campaign Events and Election Day

The 1993 election campaign was marked by several key moments and missteps, particularly for the Progressive Conservatives. Kim Campbell’s initial popularity quickly eroded as her campaign struggled to gain momentum, and her comment about not discussing economic policy in detail became a focal point for criticism. Campbell’s campaign also suffered from a series of negative ads attacking Jean Chrétien’s facial paralysis, which backfired and generated public sympathy for the Liberal leader.

Jean Chrétien, by contrast, ran a well-organized and disciplined campaign. His "Red Book" provided voters with a clear platform, and his populist message resonated with Canadians frustrated by years of economic stagnation and austerity. Chrétien’s personal appeal, particularly his ability to connect with ordinary voters, was a key factor in the success of the Liberal campaign.

The Reform Party’s populist message gained significant traction in Western Canada, where Preston Manning successfully tapped into the region’s frustration with the federal government. The Bloc Québécois, under Lucien Bouchard, made major gains in Quebec, capitalizing on the disillusionment with the federal system following the collapse of constitutional reform efforts.

On election day, October 25, 1993, the results were nothing short of a political earthquake. The Progressive Conservatives were decimated, winning only 2 seats, down from 156 in 1988, marking the worst defeat of a sitting government in Canadian history. Kim Campbell lost her own seat, and the party was left in ruins.

The Liberals, under Jean Chrétien, won a commanding majority, securing 177 seats in the House of Commons. Chrétien’s victory marked the beginning of more than a decade of Liberal rule.

The Reform Party emerged as the primary voice of Western discontent, winning 52 seats and becoming the official opposition. This marked the rise of a new political force that would eventually reshape Canadian conservatism.

The Bloc Québécois won 54 seats, becoming the dominant party in Quebec and a powerful force in federal politics. The Bloc’s success demonstrated the growing alienation of Quebecers from federal politics and set the stage for the 1995 Quebec sovereignty referendum.

The NDP suffered a major setback, winning only 9 seats, as they struggled to maintain relevance in the face of the rising Reform Party and the centrist appeal of the Liberals.

Aftermath

The 1993 federal election fundamentally reshaped the Canadian political landscape. The collapse of the Progressive Conservatives, the rise of the Reform Party and Bloc Québécois, and the dominance of the Liberals under Jean Chrétien would define Canadian politics for years to come.

The Progressive Conservative Party’s defeat was so catastrophic that it took years to recover. The party would eventually merge with the Reform Party in 2003, forming the modern Conservative Party of Canada under Stephen Harper’s leadership.

For the Liberals, the 1993 election marked the beginning of a long period of dominance, with Chrétien remaining Prime Minister until 2003. His government would go on to address many of the key economic challenges facing Canada, including reducing the national deficit and debt.

The Bloc Québécois and Reform Party would continue to play significant roles in federal politics, reflecting the deep regional divisions in the country. The Bloc’s rise set the stage for the 1995 Quebec sovereignty referendum, while the Reform Party would push for significant political and fiscal reforms at the national level.

The 1993 election is remembered as a watershed moment in Canadian politics, one that reflected deep economic and political discontent and paved the way for major realignments in the years that followed