Undeniably, the Conservatives are making unprecedented efforts capture the “ethnic” vote during this Federal election campaign. The party’s “micro-targeted” campaign ads, recently released in minority languages like Mandarin and Cantonese and Punjabi, are everywhere. The ads urge ethnic minorities to “finally vote” their “values”.
For the Conservatives, there are ethnic values, and then there are Canadian values. No surprise there. But the ads single out only three prominent ethnic values: tradition, devotion to family and belief in hard work. To the Conservatives, this sums up the Canadian ethnic.
Canada’s ethnic communities also care about all the issues at the heart of Canada’s being, including: the economy, healthcare, the unwinnable war in Afghanistan, the environment and Stephen Harper’s disrespect of Canada’s democratic institutions. They care about Canada’s dwindling role as a leader and honest broker of conflicts on the world stage.
The Conservative ads go further to claim healthy relationship with ethnic minorities. Consider the ad below, starring Conservative MP Nina Grewal, speaking for the South Asian community:
Indo-Canadians have worked hard to build Canada. Things haven’t always been fair for us, but the Conservatives have always recognized our history and our community sacrifice. The Conservatives fight for our values: belief in hard work, respect for tradition, and the importance of family. That’s why I’m a Conservative – isn’t it time for us to vote our values?