THis just in-HousE As ForD mAkEs His own nEws

he said. “It’s the way in which they’re choosing to do it that is unique … The use of a legacy-media aesthetic — the look and feel of a traditional news broadcast.”

Ford’s enmity toward the media seems to date from his 2010-to-2014 stint as a Toronto city councillor. He spent much of that time defending his late brother Rob against accusations — eventually proven true — that the mayor drank heavily and smoked crack cocaine while in office.

Ford came under fire recently when he decided not to provide the traditional bus for media following his campaign. His news conferences tend to be cut off after just a few questions, and many of his policy announcements have been made far from Toronto and the legislative press corps that tracks election issues most closely.

But he has generally avoided conflict with the media — and been more disciplined overall — in this political incarnation. Asked to describe Ford’s opinion of the media, campaign spokeswoman Melissa Lantsman said only that “Doug has press conferences every day he is out.”

At the same time “we take every opportunity to connect directly with Ontario voters, including online,” she said.

The news videos posted on Facebook are marked with a FordNation logo, as is the microphone used by Vanstone. An obvious pro-Ford slant (with no airtime for contrary views) are further tipoffs that this is not real news coverage.

And yet Vanstone, a former radio producer whom Lantsman said is being paid by the party, is not identified as a Ford staff member.

Viewers who lack media savvy could be misled into thinking it’s real news, argued Paul Knox, a professor emeritus at the Ryerson University journalism school.

He says such social-media productions should begin and end with the same disclaimers required for party TV spots, indicating they are produced by the campaign.

Greenberg said he does not believe the Conservatives are aiming to “hoodwink” viewers into thinking these items are real journalism. But if the idea is copied widely by other politicians, and embraced by the public, it might signal a weakening of the legacy media’s role, he said.

Online video generally has become crucial in the world of political and other public relations, said James, who notes that Sussex now has its own production studio to serve clients. The Ford team’s “innovative” iteration of the trend is likely to be emulated by others, he said. “I suspect this won’t be the last.” Doug Ford’s enmity toward the media seems to date from his stint as a Toronto city councillor. He spent much of that time defending his late brother Rob against accusations — eventually proven true —of excessive drinking and drug use.