The NDP had high, high hopes for the September election, largely pinned on the undoubted popularity of their leader among young voters. As Joshua Hind shows, it didn’t work out at all the way they had hoped:
Federal NDP leader Jagmeet Singh taking part in a Pride Parade in June 2017 (during the NDP leadership campaign).
Photo via Wikimedia Commons.
Only the most die-hard supporters of the New Democratic Party thought the recently-concluded 2021 federal election was winnable in the way 2015 felt very winnable in the early days. Still, the NDP’s showing at the polls — a single-digit increase in popular vote and a single new seat — is undeniably disappointing for a party that spent big to win back seats.
With that disappointment gnawing at them, the NDP and its faithful are bound to want to assign some blame, a process which always starts with the leader. But that’s a uniquely tough proposition for the NDP, who not only has Canada’s Best-Liked Leader™ in Jagmeet Singh, but has also positioned Singh to be the entire personality and profile of the party. In trying to create another singular figure like Jack Layton, the NDP has painted itself into a tight corner.
In project management there’s an old joke about the “Six Phases”. Like the stages of grief, the six phases of project management are the various emotional states into which all large projects — construction, software development, political campaigns — can be divided. They are: enthusiasm, disillusionment, panic, the search for the guilty, the punishment of the innocent, and the promotion of the uninvolved.
It’s easy to see the first three in an election, where enthusiasm, disillusionment and panic often happen all at once. Now in the post-election period, parties must wade into the more fraught final phases.
The search for the guilty started the moment the networks called the election for Justin Trudeau’s Liberal Party, and Conservative leader Erin O’Toole is already under scrutiny. The Greens, for their part, got a head start on punishing the innocent by pinning their party’s staggering immolation exclusively on their (now former) leader, Annamie Paul.
For the NDP, things are more delicate.
Jagmeet Singh, who’s personable, well-spoken and very photogenic, was front and centre in every aspect of the NDP’s campaign. Their bus exclusively featured his name and picture, the first page on their website is simply labelled, “Jagmeet”, and every campaign stop was focused on the leader and his appeal. But the “leader first” tactic that arguably got the most attention was the social media campaign, specifically Singh’s appeal to young voters through TikTok.
Singh is the undisputed Canadian political TikTok champion, with nearly 850,000 followers and videos that regularly rack up millions of likes. His content is charming and apparently quite credible with TikTok users, at times fun, mischievous and pleasantly silly. It’s also clearly the platform Singh likes best. His Instagram account is mostly reposts from Twitter, and his Twitter account, while popular, doesn’t get nearly the response he earns on TikTok. Because it’s so important to Singh, and presumably the NDP, it can also form the basis for appraisals of both, and that creates new challenges.
