Nationalism, Leadership, and Identity: Ethnic Media Perspectives on Canada’s 2025 Election

As Canada heads toward its April 28 federal election, ethnic media outlets across the country are capturing a version of this campaign that looks very different from what mainstream coverage presents. While national headlines focus on polls and party platforms, conversations in Punjabi, Chinese, Hindi, Portuguese, and other languages reveal a deeper story—one shaped by nationalism, economic anxiety, leadership shifts, and questions of identity.

Nowhere is this more evident than in the way Donald Trump’s shadow looms over Canada’s political landscape. Across Bengali, Hindi, Spanish, and Punjabi outlets, Trump’s tariffs, trade wars, and provocative rhetoric—such as his threat to "make Canada the 51st U.S. state"—have reframed this election as more than a domestic contest. This external pressure has fueled a wave of nationalism, with hosts on Punjabi WTOR Nagara Radio in Mississauga attributing record-breaking advance poll turnout in Brampton to “Trump’s tariffs, his perceived interest in making Canada the 51st U.S. state, and his focus on Canadian resources.” Similarly, a Chinese-Canadian family told Ming Pao Toronto, “Trump’s tariffs definitely influence our voting decisions,” underscoring how cross-border tensions are resonating at the community level.

Ethnic media narratives often contrast newly appointed Prime Minister Mark Carney’s calm, technocratic approach with Pierre Poilievre’s more aggressive style. During the English-language debate, a host on Oakville’s CJMR 1320 AM Rangla Punjab observed that “Carney remained calm and responded intelligently”—a performance that won the radio host’s praise. Yet, skepticism about political transparency persists. Commentators on Vancouver’s Connect FM 91.5 Punjabi program pointed out that “Conservative candidates are avoiding traditional media to avoid questions and are using social media to reach out to voters,” raising concerns about accountability in campaign strategies.

Economic concerns dominate discussions, with ethnic media tying global pressures directly to household realities. Romanian outlet Accent Montreal emphasized that “tariffs and Washington’s hostility towards Canada are dominating this election campaign,” linking foreign policy to anxieties over inflation, housing affordability, and job security. Meanwhile, Punjabi outlets amplified warnings from Liberal candidate Ahmed Hussen, who stressed on PTC North America TV that cutting social programs like childcare and dental care would “make life more expensive” for ordinary Canadians.

China-Canada relations add another layer of complexity, particularly within Chinese-language media. Coverage frequently highlights dissatisfaction with both major parties—criticizing the Liberals for governance missteps and the Conservatives for their hardline stance on China. As one commentator on the Chinese-language Van People website in Vancouver put it, “We are tired of being caught between geopolitical games. Every election, Chinese Canadians are treated as suspects or pawns, not citizens with real concerns.” This frustration extends beyond foreign policy. 

Vancouver’s Canada News Network (Chinese) noted that the focus on China “often becomes a political tool, overshadowing critical domestic concerns like inflation, public safety, and the cost of living—issues that matter most to Chinese-Canadian voters.”

Immigration remains a flashpoint where policy meets personal impact. A Hindi-language article in Dainik Hindustan from India bluntly stated, “Now it is not easy to go to Canada—both candidates for the post of PM are unanimous on stopping immigrants from coming.” Punjabi programs in Canada echoed fears about how immigration caps intersect with strained housing and healthcare systems, with OMNI News TV Punjabi noting that while “immigrants matter” in key ridings, many are left questioning whether services can keep pace with population growth.

Professor Andrea Lawlor, speaking to OMNI TV Focus Portuguese, highlighted how outreach to newcomers has become central to party strategies: “Politicians realize that new Canadians vote, they are interested, and they are looking for opportunities to become more immersed in the system. It’s a win-win for politicians to gain voters and for newcomers to feel enfranchised and part of Canadian political culture.” Yet, Lawlor also warned of declining trust in institutions and the American-style rhetoric shaping this election, noting that voters are looking for leaders who can “be the adult in the room” amid U.S.-Canada tensions.

Questions of representation and identity politics are also front and center. Leaders’ visits to temples and gurdwaras, alongside the rise of South Asian and Asian candidates, are closely tracked. Hindi-language outlet Amar Ujala from India reported that “65 candidates of Punjabi origin are trying their luck in the field of politics,” while Mississauga’s Punjab Star observed that this surge “signifies a broader movement towards inclusivity”—but also emphasized the need for candidates to “elevate the voices of their communities in a meaningful way,” beyond symbolic representation.

Frustration with the political process is palpable across communities. On Toronto’s Sargi Vela Radio (Punjabi), a caller challenged perceived media bias, asking, “What have the Liberals done wrong to you?” after hearing multiple hosts advise against voting Liberal. Reports of election sign vandalism and concerns over paid endorsements further stoked debates about fairness and democratic integrity.

Ultimately, ethnic media reveals an election shaped not just by party platforms but by deeper undercurrents of economic insecurity, national identity, and geopolitical anxiety. Whether it’s a Chinese-language outlet warning of being “caught between superpowers,” a Punjabi host urging voters to “educate themselves before voting,” or a Bengali commentary observing that “Trump’s policies are a crucial element shaping the upcoming election dynamics,” these voices highlight the lived realities behind policy debates.
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As Canadians prepare to cast their ballots, ethnic media offers a vital lens into how communities are experiencing this moment—not as a simple choice between red and blue, but as a negotiation of identity, security, and belonging in an increasingly uncertain world.