Target Constituencies

The primary target groups are those affected by municipal mergers and their elected representatives. Furthermore, a prime target is the majority French population who are affected by the legislation. The goal is to persuade them that it is not just an "English Montreal" issue but a local community issue. Other targets are the public at large who may have heard about the issue, and news coverage of the high profile events surrounding it. Those who may be more sensitive to the issue are people who have an interest in civic activity and community work. Tax payers who may be ill effected by mergers are also sensitive. The goal is to plant a general negative feeling about the opposition’s point of view with the target group.

Strengths and Weaknesses – A stratigic Analysis

It is important to choose a strategy that best resonates with the target audience. In order to do so, an examination of the "US vs Them" model must be made.

Anti-Merger Coalition Strengths:
The most direct link citizens have with government is with their local government. Municipal government plays a significant role in peoples lives. Should a government want to significantly alter the makeup of a community, citizens have a right to participate in this process, and vote on it. The Quebec government arbitrarily merged municipalities without giving local people a say in the matter, making the citizens angry. That lack of consolation on the issue can be capitalized by the anti-merger forces in their campaign. Fears, frustration, and anger over an ill thought out merger plan among the public work to the advantage of those who oppose the plan. A tactical strength possessed by the various coalitions is that the government can not easily stereotype the movement to one group, such as the English, as being the only group opposing the mergers. The diversity of a coalition shows broad based grass roots support from across the Province on this issue.

PQ Governments Main Weaknesses:
The merger plans as put fourth in Law 170 are not good ones. Academic studies of the plans show that they could result in bad consequences. Toronto’s example of mergers is not working out the way they planned, it is proving to be a disaster. Local taxpayers who face tax hikes are angered by the mergers. The governments lack of consultation and unwillingness to compromise on their position make them look bad. The legislative tactics by which the government used to pass the legislation make them look bad to many voters. Links with union bosses, which show a "hidden" rational for doing the mergers may make the PQ look bad. The PQ’s leadership in Bernard Laundry is weak, compared to the charisma of Lucien Bouchard. The merger issue cost the Federal Separatist Bloc party some seats in the November 2000 elections. Many PQ supporters are defecting from the party in protest over the mergers issue.

PQ Strengths over Coalitions:
The PQ party forms the government in Quebec. In a Quebec/Canada style parliamentary system, a majority party in parliament holds all the cards. They have the power, money, and legitimacy via their office to pass and enforce this legislation. The PQ can claim that the legislation is in the best interests of the population, and use the resources of the government to further their claims. The PQ also has the ability to use it’s party apparatus to discredit or malign its opposition through propaganda. The leadership have direct and instant access to the media, and hold considerable legitimacy with both the media and with the average Quebecker, who is unaware of the issue.

Coalition Weaknesses:
The act was already passed in December, 2000. The opposition can not lobby against the act or to amend it as it is already law. Many in the public have the impression that the campaign is over, that it’s a "fait accompli." A big obstacle is to convince the electorate that the issue is not over, and that there is much that can be done to stop the mergers. The main avenue the coalitions propose to stop the mergers is trying to defeat the current government in a future election, with the hope that another party will repeal or amend the merger legislation. This is difficult, should the PQ party still enjoy popular support. The coalitions who oppose the mergers are highly fragmented, sprouting from community to community. Some groups are poorly organized, and even more poorly funded. The fragmentation of the groups inhibits the development of a coherent and consistent message, a central campaign war chest, and a central authority or voice. A central figure, or central group is needed by the media. The opposition to the issue is still pegged by many in the French media to be an English Montreal protest. The French media, which are influential to a majority of Francophone voters, has taken the position of supporting the PQ government on the issue. It will take an anti-merger coalition group much effort to convince the French media otherwise on the issue. Again, the PQ party apparatus is very powerful, and can easily discredit a particular coalition should they feel threatened.