A critical discourse analysis (CDA) was used to analyze the representation of Early Childhood Education and Care (ECEC) in the 2006 federal election in Canada. Guided by Fairclough's approach to CDA, this study analyzed written documents including newspaper articles from "The Globe and Mail" and "The National Post", the policy platforms of the Liberal and Conservative parties, and political speeches from party leaders. Four textual and discourse processes were found to legitimize the "choice" discourse and contribute to its dominance: conversationalization, nominalization, use of irrealis statements and recontextualization. It is concluded that a fundamental shift in discourse related to political and media discussion of ECEC policy in Canada is needed if progressive policy changes are to take place.