Zarządzanie Mediami

The Power of Justin Trudeau’s Media Image: The Ascension and Demise of a Media-Star Politician

Data publikacji: 2022

Zarządzanie Mediami, 2022, Tom 10, Numer 3, s. 225 - 244



Tomasz Soroka
Institute of American Studies and Polish Diaspora, Jagiellonian University
https://orcid.org/0000-0002-6654-1593 Orcid
Wszystkie publikacje autora →


The article explores the evolution of media image of Canada’s prime minister, Justin Trudeau. In particular it takes interest in how Trudeau’s impactful use of traditional and social online media helped popularize and convey his positive portrayal to wider audiences, which at peak of Trudeau’s popularity amounted to a phenomenon called ‘Trudeaumania’. The article evaluates the effects and political implications of Trudeau’s media activity on his political career and posture, but also on the global reputation of Canada.


Ap T. (2016). “Move over Putin: Trudeau for Most Athletic World Leader?”. CNN. March 16. https://edition.cnn.com/2016/03/30/americas/canada-trudeau-yoga/index.html?sr=twCNN033016canada-trudeau-yoga0247PMStoryLink&linkId=22870608 (accessed: 8.07.2022).

Austen I. (2015). “Syrian Refugees Greeted by Justin Trudeau in Canada”. The New York Times, December 11. https://www.nytimes.com/2015/12/12/world/americas/syria-refugees-arrive-in-canada.html (accessed: 10.07.2022).

Baer D. (2016). “Proof That Justin Trudeau Is the Most Athletic World Leader”. Business Insider, March 30. https://www.businessinsider.com/justin-trudeau-is-the-most-athletic--world-leader-2016-3?IR=T (accessed: 8.07.2022).

Beauchamp Z. (2016). “Justin Trudeau, Canada’s Dreamy Prime Minister, Explained for Americans”. Vox. https://www.vox.com/2016/3/10/11193958/justin-trudeau-canada (accessed: 5.07.2022).

Birch L., Pétry F. (2019). Comparisons of Pledge Fulfilment in Canada. In: L. Birch, F. Pétry (eds.). Assessing Justin Trudeau’s Liberal Government: 353 Promises and a Mandate for Change (pp. 18–21). Laval: Presses de l’Université Laval.

“Canada’s example to the world: Liberty moves north” (2016). Economist, October 29. https://www.economist.com/leaders/2016/10/29/liberty-moves-north (accessed: 10.07.2022).

Chartrand F. (2015). “Trudeau’s ‘Because It’s 2015’ Retort Draws International Attention”. Globe and Mail, November 5. https://www.theglobeandmail.com/news/politics/trudeaus-because-its-2015-retort-draws-international-cheers/article27119856/ (accessed: 10.07.2022).

Chokshi N. (2016). “Watch Canadian Prime Minister Justin Trudeau’s Charming Quantum Computing Lesson”. The Washington Post, April 16. https://www.washingtonpost.com/news/morning-mix/wp/2016/04/16/watch-canadian-prime-minister-justin-trudeaus-charming-quantum-computing-lesson/ (accessed: 9.07.2022).

Cohen A., Granatstein J. (eds.) (1998). Trudeau’s Shadow: The Life and Legacy of Pierre Elliott Trudeau. Toronto: Vintage Canada.

Collins M. (2018). “Friends again, eh? Canadians aren’t ready to forgive Donald Trump’s insults during trade talks”. USA Today, November 1. https://www.usatoday.com/story/news/politics/2018/11/01/trade-wars-canada-not-ready-forgive-trumps-insulting/1648045002/ (accessed: 13.07.2022).

Dingwall L. (2017). The First Prime Minister of the Instagram Age: The Visual Rhetoric and Image Management of Justin Trudeau. https://digital.library.ryerson.ca/islandora/object/RULA%3A5987 (accessed: 7.07.2022).

Fitzsimons L. (2016). Branding Canada: Trudeau’s Contribution to Nation Branding. https://digital.library.ryerson.ca/islandora/object/RULA%3A5304 (accessed: 7.07.2022).

Foss S. (2005). Theory of Visual Rhetoric. In: K. Smith, S. Moriarty, G. Barbatsis, K. Kenney (eds.). Handbook of Visual Communication: Theory, Methods, and Media (pp. 141–151). Mahwah, NJ: Lawrence Erlbaum Associates.

Gabryś M., Soroka T. (2017). Canada as a Selective Power: The Role and International Position of Canada since 1989. Kraków: Księgarnia Akademicka.

Geddes J. (2019). “Fake Feminist? Trudeau’s Track Record for Appointing Women Looks Real”. Maclean’s, April 10. https://www.macleans.ca/politics/ottawa/fake-feminist-trudeaus-track-record-for-appointing-women-looks-real/ (accessed: 12.07.2022).

Giese R. (2017). “Justin Trudeau’s Butt Won’t Quit – Just Like Double Standards in Politics”. Chatelaine, March 3. https://www.chatelaine.com/opinion/justin-trudeaus-butt-double-standards/ (accessed: 11.07.2022).

Glasner E. (2016). “Trudeau Trades Blows with Tony Stark in New Marvel Comic”. CBC News, August 31. https://www.cbc.ca/news/entertainment/trudeau-punches-tony-stark-in-marvel-comic-1.3743526 (accessed: 8.07.2022).

Glavin T. (2016). “Trudeau’s Turn from Cool to Laughing Stock”. Maclean’s, November 27. https://www.macleans.ca/news/trudeaus-turn-from-cool-to-laughing-stock/ (accessed: 11.07.2022).

Golgowski N. (2016). “Shirtless Justin Trudeau Spotted Emerging From Cave, Photobombing Wedding”. Huffington Post, August 7. https://www.huffpost.com/entry/justin-trudeau-shirtless_n_57a755ebe4b021fd9878e5ae (accessed: 9.07.2022).

Gottweis H. (2007). Rhetoric in Policy Making: Between Logos, Ethos, and Pathos. In: F. Fischer, G.J. Miller (eds.). Handbook of Public Policy Analysis (pp. 237–250). New York: Routledge.

Heath R. (2019). “Canada’s Brand Rose with Trudeau. Now Both Their Reputations Are on the Line”. Politico, October 11. https://www.politico.com/news/2019/10/11/justin-trudeau-canada-image-044277 (accessed: 11.07.2022).

Hellweg A. (2011). “Social Media Sites of Politicians Influence Their Perception by Constituents”. The Elon Journal of Undergraduate Research in Communications, 2(1), pp. 22–36.

Hoffman A. (2017). “The Internet Is Swooning Over the Happiest Photos of Justin Trudeau Ever at the Pride Parade”. Time, June 26. https://time.com/4832566/justin-trudeau-pride-parade-2017/ (accessed: 10.07.2022).

Hopkins A. (2015). “Photos of Shirtless, Muscle-flexing New Canadian PM Eclipse Policy Talk”. Reuters, October 20. https://www.reuters.com/article/us-canada-election-firstfamily-idUSKCN0SE2YB20151021 (accessed: 8.07.2022).

Hustak A. (2017). Magnetic North: The Unauthorized Biography of Justin Trudeau, Canada’s Selfie PM. London: Eyewear Publishing.

Ivison J. (2019). Trudeau: The Education of a Prime Minister. Toronto: McClelland and Stewart.

Jamar S. (2002). “Aristotle Teaches Persuasion: The Psychic Connection”. Scribes, 8, pp. 61–102.

“Justin Trudeau: when I call myself a feminist, Twitter explodes” (2016). Guardian, March 17. https://www.theguardian.com/world/2016/mar/17/justin-trudeau-feminist-twitter-explodes (accessed: 10.07.2022).

Kassam A. (2019). “Justin Trudeau: The Rise and Fall of a Political Brand”. The Guardian, August 22. https://www.theguardian.com/world/2019/aug/22/justin-trudeau-the-rise-and-fall-of-a-political-brand (accessed: 7.07.2022).

Kuś R. (2020). “Building a Trump Nation: The Rhetoric of President Donald J. Trump on Twitter”. Zarządzanie Mediami, 8(4), pp. 391–405.

Lalancette M., Raynauld V. (2017). “The Power of Political Image: Justin Trudeau, Instagram, and Celebrity Politics”. America Behavioral Scientist, 63(7), pp. 1–37. http://dx.doi.org/10.1177/0002764217744838 (accessed: 8.07.2022).

Lang C. (2017). “These Photos of Young Justin Trudeau Are Breaking Hearts All Over the Internet”. Time, March 1. https://time.com/4687015/young-justin-trudeau/ (accessed: 8.07.2022).

Lawson G. (2015). “Trudeau’s Canada, Again”. The New York Times, December 8. https://www.nytimes.com/2015/12/13/magazine/trudeaus-canada-again.html (accessed: 8.07.2022).

Levitz S. (2019). “Baloney Meter: Is Trudeau’s Mandate the ‘Weakest’ in Canadian History?”. Winnipeg Free Press, December 12. https://www.winnipegfreepress.com/canada/baloney-meter-is-trudeaus-mandate-the-weakest-in-canadian-history--566125531.html (accessed: 11.07.2022).

Litt P. (2016). Trudeaumania. Vancouver: University of British Columbia Press.

Lotfi A. (2019). The Winning Political Campaign of the Digital Age: Justin Trudeau’s Social Media-Oriented Politics. https://digital.library.ryerson.ca/islandora/object/RULA%3A8123 (accessed: 9.07.2022).

MacDougall A. (2021). “The Liberals’ Diminished Leader”. Maclean’s, September 3. https://www.macleans.ca/opinion/the-liberals-diminished-leader (accessed: 5.07.2022).

Marland A., Nimijean R. (2021). Rebranding Brand Trudeau. In: D. Carment, R. Nimijean (eds.). Political Turmoil in a Tumultuous World: Canada Among Nations 2020 (pp. 55–76). Cham: Palgrave Macmillan.

Marland A. (2018). “The Brand Image of Canadian Prime Minister Justin Trudeau in International Context”. Canadian Foreign Policy Journal, 42(2), pp. 139–144.

Marr M. (2017). “Canadian PM Justin Trudeau: The Sexiest World Leader Alive?”. Miami Herald, February 16. https://amp.miamiherald.com/entertainment/celebrities/article132935849.html (accessed: 8.07.2022).

Maynard M. (2018). “Justin Trudeau: Is Canada’s Love Affair with Its PM Over?”. ABC News, February 26. https://www.abc.net.au/news/2018-02-26/justin-trudeau-is-canadian-love-affair-with-pm-over/9483970 (accessed: 7.07.2022).

McKibben B. (2017). “Stop Swooning over Justin Trudeau. The Man Is a Disaster for the Planet”. The Guardian, April 17. https://www.theguardian.com/commentisfree/2017/apr/17/stop-swooning-justin-trudeau-man-disaster-planet (accessed: 11.07.2022).

Okwodu J. (2015). “10 Unconventional Alternatives to the Sexiest Man Alive”. Vogue, November 22. https://www.vogue.com/article/sexiest-man-alive-unconventionally-sexy-men (accessed: 8.07.2022).

Oxford Lexico Dictionary, s.v. “Trudeaumania”. https://www.lexico.com/en/definition/trudeaumania (accessed: 6.07.2022).

Proudfoot S. (2016). “Selling a PM: The Marketing of Justin Trudeau”. Maclean’s, August 11. https://www.macleans.ca/politics/ottawa/marketing-justin-trudeau/ (accessed: 9.07.2022).

Raynauld V., Lalancette M. (2018). “Instagram, Justin Trudeau, and Political Image-Making”. Policy Options, April 9. https://policyoptions.irpp.org/fr/magazines/april-2018/instagram-justin-trudeau-and-political-image-making (accessed: 5.07.2022).

Remillard Ch., Bertrand L.M., Fisher A. (2020). The Visually Viral Prime Minister: Justin Trudeau, Selfies, and Instagram. In: R. Davis and D. Taras (eds.). Power Shift?: Political Leadership and Social Media (pp. 63–75). New York: Routledge.

Rodrick S. (2017). “Justin Trudeau: The North Star”. Rolling Stone, July 26. https://www.rollingstone.com/politics/politics-features/justin-trudeau-the-north-star-194313 (accessed: 6.07.2022).

Sabag Ben-Porat Ch., Lehman-Wilzig S. (2020). Political Discourse through Artificial Intelligence: Parliamentary Practices and Public Perceptions of Chatbot Communication in Social Media. In: O. Feldman (ed.). The Rhetoric of Political Leadership (pp. 230–245). Cheltenham, UK: Edward Elgar Publishing.

Smith M. (2015). “Is Justin Trudeau the sexiest politician in the world?”. Daily Mirror, October 20. https://www.mirror.co.uk/news/uk-news/justin-trudeau-sexiest-politician-world-6666495 (accessed: 8.07.2022).

Soroka T. (2021). “Verbal Aggression Between Allies: Canada in Donald Trump’s Trade War Rhetoric”. Politeja, 6(75), pp. 95–118.

Stein M., Gross Stein J. (2003). “From Swinger to Statesman – Canada Comes of Age in the Time of Pierre Elliott Trudeau”. Policy Options, June 1. https://policyoptions.irpp.org/magazines/the-best-pms-in-the-past-50-years/from-swinger-to-statesman-canada-comes-of-age-in-the-time-of-pierre-elliott-trudeau/ (accessed: 7.07.2022).

“The 13 Most Stylish Men In The World Right Now” (2016). GQ, April 18. https://www.gq.com/story/most-stylish-men-in-the-world-2016 (accessed: 8.07.2022).

“The Last Liberals: Why Canada Is Still at Ease with Openness” (2016). The Economist, October 29. https://www.economist.com/briefing/2016/10/29/the-last-liberals (accessed: 10.07.2022).

“The Liberals Lose Their Majority: After the Election, Can Justin Trudeau Unite Canada?” (2019). The Economist, October 22. https://www.economist.com/the-americas/2019/10/22/after-the-election-can-justin-trudeau-unite-canada (accessed: 11.07.2022).

“The World Meets Justin Trudeau and Likes What It Sees”. CBC News, October 20. https://www.cbc.ca/news/politics/justin-trudeau-is-seen-by-non-canadians-as-attractive-1.3279862 (accessed: 8.07.2022).

Trudeau J. (2015). Full text of Justin Trudeau’s remarks ahead of refugees’ arrival. https://www.cbc.ca/news/canada/toronto/syrian-refugees-justin-trudeau-remarks-1.3360401 (accessed: 11.07.2022).

Trudeau J. (@JustinTrudeau) (2013). Twitter, April 7, 10:37 PM. https://twitter.com/Justin-Trudeau/status/321089308381564928 (accessed: 8.07.2022).

Trudeau J. (@JustinTrudeau) (2022b). Twitter, June 7, 8:23 PM. https://twitter.com/Justin-Trudeau/status/1532155939461251073 (accessed: 10.07.2022).

Trudeau J. (@justipjtrudeau) (2022a). Instagram, June 1. https://www.instagram.com/p/CeSFkHKLHYU/?utm_source=ig_web_copy_link (accessed: 10.07.2022).

Wente M. (2009). “Pierre Trudeau and His (Many) Women”. Globe and Mail, October 28. https://www.theglobeandmail.com/opinion/pierre-trudeau-and-his-many-women/article791993 (accessed: 7.07.2022).

West E. (2008). “Trudeaumania Part II: Passionate Politics in a Canadian 21st Century Media Event”. International Journal of Communication, 2, pp. 792–825.

Wherry A. (2019). Promise and Peril: Justin Trudeau in Power. Toronto: HarpersCollins.

Wright R. (2016). Trudeaumania: The Rise to Power of Pierre Elliott Trudeau. Toronto: Harper-Collins.

Young H. (2016). Justin Trudeau: The Natural Heir. Toronto: Dundurn.


Informacje: Zarządzanie Mediami, 2022, s. 225 - 244

Typ artykułu: Oryginalny artykuł naukowy



The Power of Justin Trudeau’s Media Image: The Ascension and Demise of a Media-Star Politician



Tomasz Soroka
Institute of American Studies and Polish Diaspora, Jagiellonian University
https://orcid.org/0000-0002-6654-1593 Orcid
Wszystkie publikacje autora →

Institute of American Studies and Polish Diaspora, Jagiellonian University

Publikacja: 2022

Status artykułu: Otwarte __T_UNLOCK

Licencja: CC BY  ikona licencji

Udział procentowy autorów:

Tomasz Soroka (Autor) - 100%

Korekty artykułu:


Języki publikacji:


Liczba wyświetleń: 818

Liczba pobrań: 1012