Premiership of Maurice Duplessis

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Legislative Assembly of Quebec, the lower house of the Quebec Legislature. The first term of the longest-serving premier of the province since Confederation lasted three years (1936–1939) and was interrupted when he lost a snap election in 1939. He returned to power in 1944 and ruled the province uninterruptedly until his death in September 1959, maintaining majorities in three following elections (1948, 1952 and 1956). The premier's death threw the Union Nationale into disarray. The next year, the party lost power to the Liberals under Jean Lesage, who reversed a lot of Duplessis's policies and radically changed Quebec's politics by leading the province through the Quiet Revolution
.

Duplessis became premier on

communists was passed during the first term, known as the Padlock Law
, and the government passed regulations weakening organized labour.

During the second period of Duplessis governments, the economic situation improved thanks to the post–World War II expansion that the Western world entered into. Duplessis generally promoted a model of economic development with little state intervention, low taxation and very limited government-sponsored welfare. The budget was in the long term balanced. The province noted solid economic growth and much investment into the province's resources, usually by large out-of-province companies and with few conditions. Significant progress in rural electrification and building schools was noted during these fifteen years. He also approved the current flag of Quebec.

Duplessis was known for strong advocacy for provincial autonomy, to the point of refusing federal subsidies, investments and social programs in the province. The government cracked down on increasingly powerful trade unions as well as the Jehovah's Witnesses, while also maintaining a cozy (and often clientelist and corrupt) relationship with both business interests and the Catholic Church. The cooperation of the government with the highest tiers of the clergy (unlike in his first term) was particularly close, with many healthcare, social and education duties being delegated or shared with church officials. This, together with the government's authoritarian tendencies and staunch conservatism, led many contemporary observers to describe Duplessis's Quebec as a somewhat backward region relative to the rest of North America. Some of his strongest critics labelled the period the Grande Noirceur (Great Darkness).

First government (1936–1939)

Composition

Composition of the first Duplessis government (1936–1939)[a][1]
Person Government position Date Notes
Maurice Duplessis Premier and President of the Executive Council 26 August 1936 – 8 November 1939
Attorney General
26 August 1936 – 8 November 1939
Minister of Roads 7 July 1938 – 30 November 1938
Minister of Lands and Forests 23 February 1937 – 27 July 1938
Martin Beattie Fisher
Treasurer 26 August 1936 – 8 November 1939
Albiny Paquette Provincial Secretary 26 August 1936 – 8 November 1939
Minister of Health
15 December 1936 – 8 November 1939
Bona Dussault
Minister of Agriculture
26 August 1936 – 8 November 1939
Henry Lemaître Auger Minister of Colonization [fr] 26 August 1936 – 8 November 1939
Onésime Gagnon
Minister of Mines, Hunting and Fisheries
26 August 1936 – 8 November 1939 Minister of Mines and Fisheries from 15 December 1936
John Samuel Bourque Minister of Public Works 26 August 1936 – 8 November 1939
Minister of Lands and Forests 27 July 1938 – 8 November 1939
William Tremblay Minister of Labour 26 August 1936 – 8 November 1939
Oscar Drouin Minister of Lands and Forests 26 August 1936 – 23 February 1937 Lost position due to his resignation from the Union Nationale
François Leduc Minister of Roads 26 August 1936 – 7 July 1938 Expelled during a technical reorganization of the cabinet
Joseph Bilodeau Minister of Municipal Affairs, Industry and Commerce 26 August 1936 – 8 November 1939
Anatole Carignan Minister of Roads 30 November 1938 – 8 November 1939
Antonio Élie Minister without portfolio 26 August 1936 – 8 November 1939
Thomas Joseph Coonan Minister without portfolio 26 August 1936 – 8 November 1939
Gilbert Layton Minister without portfolio 26 August 1936 – 8 November 1939
Thomas Chapais Minister without portfolio 26 August 1936 – 8 November 1939 From the Legislative Council

The first government of Maurice Duplessis was formed in peculiar circumstances. The Union Nationale at the time was far from a monolithic party, as it included both former ALN and Conservative members. Fourteen of these formed the cabinet.[2] Onésime Gagnon, Duplessis's challenger in the 1933 Conservative leadership contest, was appointed Minister of Mines, Hunting and Fisheries, and four former Liberals received their ministerial seats;[2] however, Philippe Hamel, one of ALN's main ideologues, was not offered a position in the provincial cabinet.[2] Among other consequences of the 1936 election, Camillien Houde, who had a feud with Duplessis, unexpectedly decided to resign from his mayorship of Montreal, citing bad relations with the new Premier, despite a looming election three months later (the Union Nationale-backed candidate won it).[3]

Duplessis immediately came into conflict his minister of roads, François Leduc, who was deeply critical of being forced to cooperate with the business interests of "friends of the party".[4][b] Leduc, however, refused to resign. Duplessis, who accused the minister of roads of various "abuses", then decided to submit a request to the Lieutenant Governor to dismiss the whole government, only to secretly assemble it later from the same members but without the recalcitrant minister. It was the first time ever since Confederation that a premier used this method to fire a government minister.[6] Five nationalist MLAs led by Philippe Hamel, and which also included Oscar Drouin, Ernest Grégoire, René Chaloult and Adolphe Marcoux, also parted ways with Duplessis. They quit the Union Nationale altogether and founded the short-lived Parti National after Duplessis failed to keep up on his electoral pledges to fend off foreign capital.[7] Duplessis thus assumed the interim positions of the minister of roads (from Leduc) and minister of lands and forests (from Drouin). This was in addition to the position of Premier of Quebec and the Attorney General of Quebec, a position which he appointed himself for the whole duration of his time in office.[8]

  • Duplessis's Union Nationale wins the 1936 general election and forms its first government
  • A black-and-white photo of a man sitting behind his desk and reviewing some documents
    The first official photo of Maurice Duplessis as premier of Quebec, 1936 (a 1938 copy is shown)
  • A black-and-white photo of fourteen gentlemen, seven sitting and seven standing behind, all in suits.
    The photo of the first Duplessis's government, about the date when the ministers were sworn in, i.e. August 1936[c]
  • A palace-like building with the flag of Quebec weaving from its central spire
    A photo of the
    Parliament Building of Quebec
    (taken in 2007), the place where Duplessis was working for more than thirty years
  • A logo of a political party, consisting of blue letter "u" and red letter "n", glued together by a white stripe with a blue fleur-de-lis in its middle
    Logo
    of the Union Nationale (1935–1989). Until his death in 1959, Maurice Duplessis led the party. Under his leadership, it won five elections out of seven.
  • A black-and-white photo of fourteen people sitting around the table in an official setting
    The
    Cabinet of Quebec
    , 1936
  • The Legislative Assembly seating in 1936. The crucifix, seen above the rostrum of the Speaker, was installed on October 7, 1936, and stayed there for almost 83 years. Its presence sparked debate about secularism in Quebec, until the National Assembly passed a motion to remove it.[9]
    The Legislative Assembly seating in 1936. The crucifix, seen above the rostrum of the Speaker, was installed on October 7, 1936, and stayed there for almost 83 years. Its presence sparked debate about secularism in Quebec, until the National Assembly passed a motion to remove it.[9]

Economical and welfare policies

During his

boards of directors.[2] In particular, the rural loan program proved extremely popular in the countryside, which was a factor in the party's longevity. Duplessis started it due to his conviction that agriculture still was the main driver of economic progress in the province.[10]

Duplessis in 1938

This was, however, where the similarities with the electoral pledges ended. Despite assurances that he would reform the economy, the policies he pursued largely mirrored those of the Liberals his party had just deposed.

media mogul and an outspoken critic of the New Deal policies, who built a new paper plant in Baie-Comeau.[d][7] Duplessis also resented the idea of nationalization of hydroelectric plants, as some ALN members proposed while the Union Nationale was still a coalition. This attracted accusations of hypocrisy from his adversaries, and even some members of his own party were not happy with what they saw was "selling off Quebec to the foreigners". These MLAs formed the Parti National.[7]

His

Ministry of Health, and it also financed the new Institute of Microbiology and Hygiene of Montreal [fr], a research facility similar to Paris's Pasteur Institute.[11] In line with the Catholic Church's teaching, Duplessis launched a program of assistance to needy mothers who were married (but not to other women), as well as to the blind and the orphaned.[12] Despite these initiatives, the condition of Quebec's economy did not improve during his term as the effects of the Great Depression were still strong. Duplessis was thus forced to look to the debt markets for money. Public debt ballooned from $150 million to $286 million during his three years in power (C$2,870,000,000 to C$5,259,000,000 in 2021 dollars), which was the highest rate of debt accumulation since Confederation to that date.[13] Ottawa therefore started controlling the province's borrowing, which Duplessis decried as an invasion on Quebec's fiscal autonomy.[14]

Duplessis adopted the Fair Wage Act (French: Loi des salaires raisonnables) and created the Fair Wage Board. Before the Fair Wage Act, only women were entitled to a minimum wage, but Duplessis extended this to almost all workers for the first time. The Board determined "fair wages" ($4.80–$24 per week, which is $88.27-$441.35 in 2021) using a complex scheme that sorted employees according to the type of company they worked for, the nature of their job and the job class they belonged to.[15] The law was far from ideal. It did not apply to railway, agriculture workers and home servants. Trade unions were reluctant to embrace these regulations as they preferred collective bargaining, which led to agreements to which the Fair Wage Act did not apply.[16] Moreover, the government's application of the law was patchy because employers, including government agencies, were repeatedly granted exemptions from existing orders of the Board.[e][15][17] In some cases, the ordinances were used to effectively suppress wage increases.[18] The patchwork of regulations, exemptions and cancellations of orders made enforcement such a nightmare that the Board struggled to interpret its own orders, which often lacked consistency. By 1940, minimum wages were raised above Ontario levels, but almost a fifth of workers were not paid what they were due by law, partially because the workers had little awareness of their rights.[15]

Societal issues

The office of La Clarté, a weekly publication of the Quebec branch of the Communist Party of Canada, was padlocked in 1937 on the order of provincial authorities

A deeply devout person, Duplessis regularly engaged with Catholic Church officials and enticed them to support him by making numerous symbolic moves.[19] For instance, when Brother André, whom he met in his elementary school in Montreal, died on 6 January 1937, he had a mausoleum built in his honour.[10] The following year, in his opening speech to the National Eucharistic Congress in Quebec City, Duplessis stressed he did not accept the ideas coming from the French Revolution and emphasized his Catholic faith.[10] Duplessis was the premier who introduced a crucifix to the debate hall of the Legislative Assembly. This could have been a nod to his father's ultramontanism, but it was more probably a continuation of Louis-Alexandre Taschereau's policies, who introduced a "universal" prayer in 1922 and also ordered that crucifixes be placed in Quebec courtrooms.[20][21] At the same time, the premier did not intend to give as much power to the clergy as it had under Taschereau, throwing the Church out of the lawmaking process related to social and moral issues it used to have access to.[19] In fact, only part of the clergy supported Duplessis at the time, and many more preferred the Parti National's agenda.[22]

A destroyed bridge over the river
Duplessis Bridge in Trois-Rivières on 31 January 1951. While the bridge, only 3.5 years old at the time of its failure, collapsed because of the poor quality of materials used, the premier claimed that Communist saboteurs destroyed it[23][24]

The defining feature of his first term was the fierce

atheist regime, a godless government which is repugnant to the province of Quebec."[f] He even had his agents transport the artifacts to another location under the nose of the Royal Canadian Mounted Police so that Canadian authorities could not send them to Poland.[26][27]

In line with his ideas and with unanimous support of the Liberals,

Jewish community, whose members were often equated to communists.[33] The law also spurred the creation of new human rights organizations, such as a relatively short-lived Canadian Civil Liberties Union, whose main purpose was to protect against the effects of the act and to lobby for its disallowance, which was refused in June 1938.[34] The repression of communists was popular after the war as well.[35] The Padlock Law was only struck down in 1957 by the Supreme Court of Canada in Switzman v Elbling as an infringement on the federal government's powers to pass criminal statutes.

A letter of loyalty to George VI in French, signed by Maurice Duplessis
A letter addressed to George VI in 1939, assuring that Quebec would remain loyal to the king

Another issue of his government was the approach of

William Mackenzie King, the Prime Minister of Canada, declared that no one would be forcibly drafted.[10] At the same time, the Duplessis's government was seen as confused and unable to implement coherent policies, and the Liberals pointed to the bad state of the economy.[38] The 1939 election was disastrous for the Union Nationale–it only received 39.1% of votes, but, more importantly, it got 15 out of 86 seats, losing the premiership to Adélard Godbout
's Liberals.

Second government (1944–1959)

Composition of the second Duplessis government (1944–1959)[g][1]
Person Government position Date Notes
Maurice Duplessis Premier and President of the Executive Council 30 August 1944 – 7 September 1959 Died in office
Attorney General 30 August 1944 – 7 September 1959
Onésime Gagnon Treasurer 30 August 1944 – 24 January 1958 Minister of Finances from 28 November 1951; resigned to become Lieutenant Governor
Antoine Rivard
Solicitor General
12 April 1950 – 7 September 1959
Minister of Transport and Communications 30 June 1954 – 7 September 1959
John Samuel Bourque Minister of Water Resources 21 July 1945 – 30 April 1958
Minister of Lands and Forests 30 August 1944 – 30 April 1958
Minister of Finances 27 January 1958 – 7 September 1959
Omer Côté Provincial Secretary 30 August 1944 – 14 March 1956 Resigned to become a judge in the Court of Sessions of the Peace for the district of Terrebonne[39]
Roméo Lorrain Minister of Public Works 30 August 1944 – 7 September 1959
Provincial Secretary 24 April 1956 – 26 September 1956
Yves Prévost Minister of Municipal Affairs 15 July 1953 – 26 September 1956
Provincial Secretary 26 September 1956 – 7 September 1959
Bona Dussault Minister of Municipal Affairs 30 August 1944 – 29 April 1953 Died in office
Paul Dozois Minister of Municipal Affairs 26 September 1956 – 7 September 1959
Antonio Barrette Minister of Labour 30 August 1944 – 7 September 1959
Antonio Talbot Minister of Roads 30 August 1944 – 7 September 1959
Laurent Barré Minister of Agriculture 30 August 1944 – 7 September 1959
Albiny Paquette Minister of Health and Social Welfare 30 August 1944 – 17 August 1947
Minister of Health 18 September 1946 – 5 November 1958
Arthur Leclerc [fr] Minister of State 5 August 1952 – 7 September 1959
Minister of Health 5 November 1958 – 7 September 1959
Paul Sauvé Minister of Social Welfare and Youth [fr] 18 September 1946 – 7 September 1959 On 15 January 1959, the ministry was split into the Ministry of Social Welfare and the Ministry of Youth; he headed both until Duplessis's death
Camille-Eugène Pouliot Minister of Hunting 30 August 1944 – 7 September 1959 The two ministries were merged into the Ministry of Hunting and Fisheries on 18 December 1958
Minister of Maritime Fisheries 30 August 1944 – 7 September 1959
Joseph-Damase Bégin Minister of Colonization [fr] 30 August 1944 – 7 September 1959
Jean-Paul Beaulieu Minister of Industry and Commerce 30 August 1944 – 7 September 1959
Jonathan Robinson Minister of Mines 30 August 1944 – 11 October 1948 Died in office
Charles Daniel French Minister of Mines 15 December 1948 – 3 May 1954 Died in office
William McOuat Cottingham Minister of Mines 2 June 1954 – 7 September 1959
Daniel Johnson Sr. Minister of Water Resources 30 April 1958 – 7 September 1959
Jean-Jacques Bertrand Minister of Lands and Forests 30 April 1958 – 7 September 1959
Thomas Chapais Minister without portfolio 30 August 1944 – 15 June 1946 From the Legislative Council; died in office
Joseph-Théophile Larochelle Minister without portfolio 30 August 1944 – 29 December 1948 Resigned to become appointed to the Legislative Council
Joseph-Hormisdas Delisle Minister without portfolio 30 August 1944 – 16 July 1952 Defeated in the 1952 general election[40]
Patrice Tardif Minister without portfolio 30 August 1944 – 16 July 1952 Defeated in the 1952 general election
Marc Trudel Minister without portfolio 30 August 1944 – 16 July 1952 Defeated in the 1952 general election
Tancrède Labbé Minister without portfolio 30 August 1944 – 13 December 1956 Died in office
Antonio Élie Minister without portfolio 30 August 1944 – 7 September 1959
Wilfrid Labbé Minister of State 5 August 1952 – 7 September 1959
Jacques Miquelon Minister of State 5 August 1952 – 7 September 1959
Gérard Thibeault Minister of State 5 November 1958 – 7 September 1959

Political atmosphere

Following a five-year hiatus, the Union Nationale, which was running on a nationalist, conservative, anti-war, anti-refugee and pro-business platform, narrowly recaptured control of the Legislative Assembly. They won 48 out of 90 seats thanks to vote-splitting between the Liberals and the Bloc populaire. The now-opposition Liberals, however, initially dismissed the return of Duplessis as a short-term venture due to his narrow majority in the lower chamber of the Quebec Legislature and his lack of control of the Legislative Council, the upper chamber of the legislature whose members were appointed. This thwarted some of his initial proposals, such as the one that would have introduced a luxury tax in 1945.[41] Despite these obstacles, Duplessis would rule the province until his death.

Duplessis was the third and last long-serving premier prior to the Quiet Revolution.[42] Unlike in his first years of government, the conditions for the second term improved immensely. After the end of World War II, Canada, along with other nations, entered a period of strong economic expansion. This helped create one of the most stable political environments in the country's history, as evidenced by the long governments of Joey Smallwood (Newfoundland, 1949–1972), W. A. C. Bennett (British Columbia, 1952–1972) and Tommy Douglas (Saskatchewan, 1944–1961).[42][43] Duplessis profited from the favourable conditions, but his support was also in many respects due to the internal political climate of Quebec as well as some campaign innovations.

Style of governance

Maurice Duplessis (centre) seen with Camillien Houde (left) during a rally just before the 1948 election. Houde's wife appears to the right

Even though later in his life, he denounced his political opponents at any possible occasion. Duplessis initially tried to show himself as being above partisan politics and as a big-tent politician. In 1936, Duplessis asserted that he was "not blue, not red, not a Tory, [but] national".[44] He also tried to appear not to be beholden only to his base electorate in the countryside.[45] Indeed, his voters and supporters included other groups such as the clergy, traditional elites, Quebec nationalists, the business community and even parts of the working class.[46] Notably, though, English-speaking Montrealers generally voted Liberal, as they resented what they considered as excessive preoccupation with provincial autonomy.[47] French-Canadian university students were also generally against the policies of Duplessis.[48]

Duplessis wielded considerable charisma during his life.[49][50] Léon Dion suggested in 1993 that he was one of the two charismatic premiers in the history of Quebec with considerable impact on the province, the other being René Lévesque.[51] Duplessis, who said he was "married to the province", cared about his image as being just a normal person. It was not rare for him to attend christening, marriage or childbirth ceremonies.[52] During his speeches, he would often use simple expressions that would strike the imagination of assembled crowds and sway the masses in his favour.[53]

While populist elements of Duplessis's government are undeniable, the extent to which they defined or influenced the party is debated. George Swan[54] and several other authors[55][56] simply described him as a populist politician. Pierre Laporte additionally said that Duplessis would often disdainfully refer to the intellectuals as "living in the clouds".[57] Frédéric Boily also named Duplessis, alongside Camillien Houde, with whom Duplessis reconciled in 1948, as founding fathers of French Canadian populist tradition, but he also argued that Union Nationale's populism was "incomplete". Boily explains that while the party definitely tried to appeal to the masses and used populist rhetoric, it did not argue for a profound revolution within the political system it was operating in and did not change the system once it was in power.[45]

In any case, Duplessis's charisma, strongarm governance tactics and his outsized importance earned him the nickname of "Le Chef" ("The Boss").[58] He was at the centre of all of the decisionmaking of the government, which Conrad Black characterized thus:

Under Duplessis, ministerial orders-in-council were more than just a formality. Every Wednesday morning the ministers assembled in the cabinet room in advance of Duplessis. They were never late and almost never absent. When Duplessis entered, they leapt to their feet and remained on their feet while the Prime Minister slowly made his way the length of the room to the head of the cabinet table. Then the ministers, in order of seniority, would present the orders whose adoption they wished, like schoolboys presenting essays. Duplessis, who possessed an astounding facility for this sort of legal work, would rapidly scan each one and initial those he approved. This ritual was repeated every Wednesday morning for 15 years, with the exception of election campaigns, and Duplessis retained always a profound cognizance of the guts of every department.

— Conrad Black, Duplessis, p. 308

The cabinet ministers were generally reduced to mere executors of Duplessis's political vision and their tasks were extensively micromanaged by him. He notably banned his vice-ministers from meeting each other, fearing that provincial affairs would slip out of his control. As Leslie Roberts says, the control was so intense that even during his vacation in Bermuda, Duplessis would regularly phone his ministers to give instructions. In the words of Télesphore-Damien Bouchard, then-leader of the opposition, this rule was "the only portable dictatorship in the democratic world".[59] The administrative state was very fragmented, if ever present, and there was no interest in a professional cadre of public servants. Under Duplessis, many provincial-level government agencies that were supposed to be functioning by law did not, had numerous vacancies or acted in very unusual or opaque ways.[h] James Gow suggests Duplessis likely intended it to be this way since he did nothing to fix it.[60]

Even though Duplessis formally respected the separation of powers and left all relevant authorities intact, he would not only run the government but also be the de facto rulemaker in the Legislative Assembly. That was because the speaker would almost always rule in his favour, thus making parliamentary debates a mere formality.[54][61] When Duplessis's ministers were asked questions by other members of the Assembly, Duplessis would often interrupt them to answer the questions himself, to correct them when he was displeased by what his subordinate was saying or to give other directions in their speech.[62] One of the best-known descriptions of his grip over the ministers was an apocryphal anecdote popularized by Robert LaPalme [fr], which suggested that Duplessis interrupted a press conference of Antoine Rivard, his minister of transportation and solicitor general, by shouting, "Toé, tais-toé!" (joual for "You, shut up!").[63] Leslie Roberts reported that a person who started questioning one of Duplessis's decisions met with his strongly worded rebuke announced in full cabinet meeting: "I took you out of the gutter. Keep your mouth shut, or I'll put you back where I found you!"[64] A notable exception to this general trend was Paul Sauvé, Duplessis's informal heir apparent and short-lived successor, who was afforded a substantial degree of independence.[65]

Electoral machine

The campaigns of the Union Nationale were based on five prongs: a great measure of personalization of the electoral communications, usage of marketing professionals (in this case, recruited from the party officials themselves), data-guided decisionmaking, usage of all media outlets available, and lavish spending.[66] In pre-1948 elections, the main barrier for the Union Nationale was a shortage of campaign contributions to buy advertisements due to the Great Depression and World War II, but this all changed with the prosperity of the post-war years.[67] The expenditures of the 1948 electoral campaign are estimated at $3 million (equivalent to $36 million in 2021 dollars) or more,[68] and they rose further to $5 million in 1952 ($49.9 million in 2021) and to $9 million in 1956 ($89.1 million in 2021).[69][i] By the end of Duplessis's rule, the party's war chest ballooned to $18 million ($178 million in 2021).[72] The Liberal Party's budget was no match to that of the Union Nationale (spending only a sixth of what Duplessis's party gave for each candidate in 1956), and the opposition still tended to use old-style campaign techniques.[66]

Part of a page of a propaganda booklet of the Union Nationale, 1948[j]

To a large extent, the reason for that size of spending was the government's corruption.[73][74] Historians agree that favouritism and clientelism were one of the defining features of Maurice Duplessis's reign over the province.[75][76][77] Even though a system of paternalism did exist in Quebec politics for decades, Duplessis did not hesitate to amplify and abuse it for his own ends, his initial pledges to tackle corruption notwithstanding.[78][79][k] In 1944–48, tenders were not run at all, as in Duplessis's words, they were "hypocritical" since contracts were never awarded to enemies anyway. The companies which the premier handpicked as friendly enough could proceed with the transaction but only after the size of the kickbacks to the party's treasury was agreed.[81] Duplessis's government would also use discretionary grants (or threaten their withdrawal) to pressure public institutions and organizations into support of the Union Nationale.[82] It also helped that the high clergy was very supportive of Duplessis.[83]

Duplessis did not seem to have gained personal financial benefits from the deals.[84] That said, Duplessis did not particularly hide from the corruption. Pork barrel spending was a norm before elections, which was commonly realized via road construction.[72] Duplessis would tell the constituents in the ridings that had not yet elected a representative of the Union Nationale that if they wanted some sort of investment in their area, they would have to show him this on election day.[85][86] He notably stated during a 1952 political meeting in Verchères that its lack of subsidies was a punishment for electing a Liberal candidate.[78]

Campaign innovations

Supplemental videos (in French)
video icon "Duplessis gives to his province", a short propaganda film by the Union Nationale 1948 (19')
video icon "Duplessis has remade the roads", a short propaganda film by the Union Nationale, c. 1950 (10').
video icon "Duplessis Ads, Finally Deciphered", a lecture by Alain Lavigne about the electoral marketing strategies of the team of Duplessis, 2021 (1h 6').
video icon "Duplessis is still alive... and so is his electoral strategy", Alain Lavigne replying to questions of his book publisher, Éditions du Septentrion, 2021 (31')
A file of the book produced by the Union Nationale electoral campaign
The ABC de l'Électeur, a booklet produced by the Union Nationale for the 1944 election
A man in a suit and a moustache
Duplessis in 1947. This photo and its derivatives were used in official electoral communications of the Union Nationale since 1948[67]

The Union Nationale is recognized as a political force which brought numerous innovations to campaigning in Quebec. These in many ways were a preview of what would be used in the 1952 Republican presidential campaign in the United States, but which by that time were already used in the elections in California.[67] This is primarily attributed to three people in Duplessis's proximity. Joseph Damase-Bégin, his minister of colonization and a former car dealer, was leading the efforts; Paul Bouchard was a journalist serving as director of propaganda and Duplessis's speechwriter; while Bruno Lafleur, the editor-in-chief of Duplessist Le Temps, was a general assistant in the campaign and analyzed the media environment.[87][68]

One of the main features of the Union Nationale's campaign was a focus not on the party but on its leader. From 1939, election posters and the more and more plentiful

merchandise increasingly featured Duplessis, who managed to outgrow the Union Nationale label. In electoral communications, voters were generally asked to endorse the premier rather than his party or its ideology.[88][89] Duplessis's reputation reached something of a cult of personality within the province.[90] Duplessis's image was very often presented with symbols such as the new flag of Quebec and mottos that, unlike in previous elections, were uniform across the province.[67] A particularly known slogan was the one used in 1948 and 1952: Duplessis donne à sa province,[l] sometimes extended, if appropriate, with the accusation that les libéraux donnent aux étrangers.[m][91][89] The clergy of the time is often portrayed as having repurposed the century-old slogan le ciel est bleu, l'enfer est rouge[n] to agitate for Duplessis,[92] but Alexandre Dumas writes that the revival of this adage should be attributed not to the priests but to Duplessis's campaign managers.[93]

Initially, particularly in the first term, the press was at best unenthusiastic about Duplessis, and at worst outright hostile to him, because Liberal sympathizers owned most major outlets in Quebec.[69] Therefore, Duplessis's team arranged for independent distribution of his own materials, notably Le catéchisme des électeurs. Over time, the Union Nationale made inroads into the media by establishing Le Temps in 1940 and by acquiring Montréal-Matin in 1947; it also tended to focus more on radio broadcasts.[94] When the money appeared in late '40s, the Union Nationale would often buy full-page political ads in newspapers,[87] and some of the Duplessis ads could even be found in The New York Times.[95] Duplessis's party quickly adapted to the increasing adoption of television. Even in 1956, the Union Nationale did not use internal polling and instead the party fine-tuned their advertising based on the household television coverage by county.[87]

There were additional advantages for Duplessis during that period.

malapportionment in their favour, which benefited the Union Nationale.[97] In fact, even though only a third of Quebec's electorate was in rural areas in 1950s, they elected two-thirds of the Legislative Assembly; also, the vast majority of Union Nationale's MLAs were elected outside Montreal and Quebec City.[98] What's more, in 1953, Duplessis's party passed the law that effectively made the appointment of electoral officials dependent on the majority's will.[96] The first-past-the-post system further enhanced Duplessis's electoral benefits. Even though the Union Nationale never got more than 52% of party votes, he consistently got a parliament that had at least three-fourths of its members from the Union Nationale.[99]

Media and censorship

Three men in plain clothes inspect communist literature pursuant to the Padlock Law, 22 January 1938
Confiscated items shown in the picture include La Clarté, La Revue de Moscou, Soviet Russia Today and a poster by the Canadian Civil Liberties Union

Duplessis maintained a tight grip over the press of Quebec,[100] though his attitude towards press freedoms changed depending on the political circumstances. In the first term, Duplessis cracked down on communist papers such as La Clarté, which he could do thanks to the newly passed Padlock Law.[101] But by the 1939 elections, Duplessis changed course and rallied against military censorship, promising to let the press publish whatever it wished, and ignored the censors' orders to submit texts for review.[102] After the war, with the censorship lifted, the media landscape transformed from hostility to Duplessis to what Xavier Gélinas called "a sympathetic neutrality with respect to the government".[100]

There were several reasons for this. Independently of Duplessis, media outlets shifted their main income source from party donations to advertisements, thus becoming less party-affiliated and dependent more on those who bought ad space.

The Gazette as well as the CKAC radio station.[100]

Duplessis's hostility towards opposition media also played a role. Among the most prominent critical outlets was Le Devoir, which turned against him following Duplessis's

kickbacks to the highest Union Nationale officials, Duplessis ordered the police to escort him out of the room and banned the newspaper from further government press conferences.[107] Also, as had been already happening for decades, Duplessis silenced criticism of parliamentary activities by deploying his agents to the newspapers with complaints. They would often demand "corrections" to reports about what could be seen as Union Nationale's wrongdoings. Because a definitive record did not exist (Quebec's Hansard would not appear until 1962), the newspaper's account could be immediately discredited. The owner of the newspaper as well as those involved in the story could face repercussions.[107][108] Therefore, most media outlets feared that its activities could be curtailed, including by government quotas on distribution of printing paper and the printing process itself for the outlets.[100] Paradoxically, most of the press did not complain in public.[109]

Literature was mostly unaffected by government intervention, in part because attacks on the government in fiction were not treated seriously in contemporary French Canadian society,

As a response to these films, his government promoted home-grown documentary productions using the provincially-owned Service de ciné-photographie provinciale (SCP). SCP then acted both as a censorship agency[114] and as a filmmaker, albeit a relatively minor one.[116] Maurice Proulx [fr], a priest and agriculturer, produced a large portion of SCP films during Duplessis's rule, which contained Union Nationale-approved messages,[116] though paradoxically Duplessis intervened less frequently into the SCP than his predecessor, Adélard Godbout.[117]

Clashes over provincial autonomy