​​SAM’s second report examines the days surrounding the cancellation of a Liberal campaign rally due to safety concerns and captures a snapshot of the sentiment tracked on the digital campaign trail.

400,861 tweets analyzed

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82,650 tweets identified as toxic

approximately 1 in 5 tweets were likely to be viewed as insulting, hostile or rude

Of total toxic tweets, 30,379 were identified as likely to include profanities or threatening language

Key Findings

  • Saturday, August 28 was the most toxic day on the digital campaign trail. The most common types of toxicity were insults, threats and profanity.
  • Liberal Party leader Justin Trudeau continued to receive the largest number of toxic tweets; 24% of tweets that he received are likely to be toxic.
  • 17% of tweets that Conservative Party Leader Erin O’Toole received are likely to be toxic.
  • 14% of tweets that New Democratic Party Leader Jagmeet Singh received are likely to be toxic.
  • 1 in 4 tweets sent to the 300 candidates being tracked that include the hashtags #elxn44 or #cdnpoli are likely to be toxic.

Tweets sent from Sunday, August 22 12:00 ET to Sunday, August 29 11:59 ET were analyzed in this week’s report.

SAM is tracking 210 male incumbent candidates, including Justin Trudeau, Erin O’Toole and Jagmeet Singh, 88 female incumbent candidates, and two party leaders who did not have a seat in the last Parliament (Annamie Paul and Maxime Bernier). Review the full list.

For more detailed methodology, visit our FAQ page.