November 2024: X Marks the Vote -- How Influencers Shape Canadian Politics

Résumé analytique

This November 2024 edition of the Canadian Information Ecosystem (CIE) Situation Report reviews the state of the information ecosystem over the previous month as it relates to politics, media, and the broader state of democracy. Its method combines digital trace data (social media analysis of politically influential Canadian individuals and organizations across TikTok, X/Twitter, Instagram, Facebook, YouTube, and Telegram), opinion tracking via a monthly nationally representative survey, and media monitoring. The featured analysis draws on a survey of 1450 Canadians fielded between Nov 28 and Dec 3, 2024.

Key findings: The Canada Post strike, which began November 15th 2024 and shut down national operations ahead of the holiday season, was tied for the most talked about story of the year, with nearly every Canadian familiar with it (95%) — a level of awareness tied with the attempted assassination of Trump in July. Canadians place little trust in celebrity and political influencer endorsements: only 5% believe their own political opinions are influenced by celebrity endorsements, yet 50% believe such endorsements can sway other Canadians. Concern about US foreign influence jumped 7% amid Trump's threat of a 25% tariff on all Canadian products, with concern about the US now higher than concern about India.

Misinformation persisted in the ecosystem: public concern over misinformation decreased by 5% since October, but online links to misinformation by politically influential accounts increased by 5%, evident in ongoing climate mis- and disinformation narratives around the COP29 climate conference.