Both low-density parity-check (LDPC) codes and the multiple access technique of spatially coupling data transmission (SCDT) can be expressed in bipartite graphs. To improve the performance of iterative demodulation and decoding for SCDT, a novel joint sparse graph (JSG) with SCDT and LDPC codes is constructed. Based on the JSG, an approach for iterative joint demodulation and decoding by belief propagation (BP) is presented as an exploration of the flooding schedule, and based on BP, density evolution equations are derived to analyze the performance of the iterative receiver. To accelerate the convergence speed and reduce the complexity of joint demodulation and decoding, a novel serial schedule is proposed. Numerical results show that the joint demodulation and decoding for SCDT based on JSG can significantly improve the system`s performance, while roughly half of the iterations can be saved by using the proposed serial schedule.