The New NDP
534 pages, 6 x 9
28 charts, 34 tables
Release Date:15 May 2019

The New NDP

Moderation, Modernization, and Political Marketing

UBC Press

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. Through interviews with operatives, analyses of platforms, and surveys of NDP members, voters, and MPs, David McGrane argues that the party’s electoral success during the Layton years was a direct result of 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.

Scholars and students of Canadian politics, social democracy, and social democratic parties will find The New NDP a compelling read, as will NDP politicians, activists, and staffers.

David McGrane is an associate professor of political studies at St. Thomas More College and the University of Saskatchewan. He is the author of New Directions in Saskatchewan Public Policy (2011) and Remaining Loyal: Social Democracy in Quebec and Saskatchewan (2014). He is a past president of the Prairie Political Science Association, chair of the Political Action Committee of the Saskatoon and District Labour Council, and past president of the Saskatchewan NDP.
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