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Full Description
The New NDP is the definitive account of the evolution of the New Democratic Party's political marketing strategy in the early twenty-first century. In 2011, the federal NDP achieved its greatest electoral success - becoming the official opposition under Jack Layton's leadership. David McGrane argues that the key to the party's electoral success of 2011 lies in the moderation of its ideology and modernization of its campaign structures. Those changes brought the party closer to governing than ever before but ultimately not into power. McGrane then poses a difficult question: Was remaking the NDP message and revitalizing its campaign model the right choice after all, considering it fell to its perennial third-party spot in 2015? The New NDP examines Canada's NDP at a pivotal time in its history and provides lessons for progressive parties on how to win elections in the age of the internet, big data, and social media.
Contents
Introduction
1 Ferment in the Party: The Federal NDP, 2000-03
2 The Rise of Party Headquarters: Internal Party Organization
3 Imposing Discipline and Order: The NDP inside the House of Commons
4 Dare to Dream: Campaign Strategies, 2000-15
5 Continuity and Change: The Ideology and Policies of the NDP
6 Stealing Market Share: Electoral Market Segmentation and the NDP, 2000-11
7 Heartbreak: Voter Behaviour and the 2015 Federal Election
8 Which Way Now?
Appendix A: List of Semi-Structured Interviews
Appendix B: Canadian Election Studies, 2000-11 and Ipsos-Reid Exit Polls, 2006-11
Appendix C: 2015 Canadian Federal Election Panel Survey on Social Democracy
Notes; References; Index
