The Doer/Dexter model: political marketing and the NDP 1988 to 2009
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Date
2016
Authors
Moyes, Michael
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Abstract
This Master of Arts thesis examines how political marketing, and the Doer/Dexter model specifically, helped the NDP in Manitoba and Nova Scotia win elections from 1999 through 2007 in Manitoba and in 2009 in Nova Scotia. The study uses content analysis on the election platforms of the period and elite interviews with key political strategists of the NDP in order to gain insight and draw conclusions on what political marketing elements were critical to the party’s electoral success. This study concludes that the NDP in Manitoba and Nova Scotia used market research and a similar comprehensive political marketing strategy, now known as the Doer/Dexter model, which focused on the simplification of communication, the moderation of policy and the inoculation of any perceived weakness in order to win power.
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Keywords
Political marketing, Political science, New democratic party, NDP, Political communication, Canadian politics, Manitoba politics, Nova scotia politics, Political parties