Captain Canuck,audience response,and the project of Canadian nationalism

This paper addresses the role of comic books in interpellating national identities, locating the process of national identity formation in the interplay between popular culture producers and their audiences as described by Althusser (1977 Althusser, L. 1977. Lenin and Philosophy and Other Essays, London: New Left Books.  [Google Scholar]) and McGee (1975 McGee, M. 1975. In search of ‘the people’: a rhetorical alternative. Quarterly Journal of Speech, 61: 235–249. [Taylor & Francis Online], [Web of Science ®] , [Google Scholar]). The empirical section of this paper focuses on Captain Canuck, a Canadian-produced comic book originating in the 1970s and sporadically published through the present day. The authors engaged in a qualitative content analysis of the Captain Canuck comic books, searching for themes and markers of Canadian-ness and looking for audience identifications with those themes and markers in the ‘letter to the editor’ columns published within the comic books themselves. The study finds that through the many incarnations of Captain Canuck various versions of Canadian identity have been projected, with varying degrees of support by the readership. The role of the USA in Canadian identity formation looms large, especially in the positioning of Canadian quality and multiculturalism against the tacitly American lack thereof. Another finding of this research is that there has been a fundamental change in the way Canadian identity is structured as a new, commercially driven Canadiana culture industry has arisen since the 1970s.