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Distributed for University of British Columbia Press

The New NDP

Moderation, Modernization, and Political Marketing

Distributed for University of British Columbia Press

The New NDP

Moderation, Modernization, and Political Marketing

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. The moderation of its ideology and modernization of its campaign structures brought the party closer than ever to governing. But by 2015, it had fallen back to the third-party spot. Were moderation and modernization the right choices after all? This incisive book provides lessons for progressive parties on how to win elections in the age of the internet, big data, and social media.

Table of 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

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