National Party Organizations and Party Brands in American Politics
The Democratic and Republican National Committees, 1912-2016
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Product details:
- Publisher OUP USA
- Date of Publication 23 August 2023
- ISBN 9780197695111
- Binding Paperback
- No. of pages360 pages
- Size 156x236x20 mm
- Weight 531 g
- Language English
- Illustrations 51 b/w line drawings; 9 tables 439
Categories
Short description:
In this book, Boris Heersink analyzes the DNC and RNC in their role as party-branders. Specifically, he argues the main role of the committees is to try and promote an image of the party to voters in a way they hope will help them win elections. However, in doing so, they often have to make controversial decisions, such as picking sides in big intra-party fights about what policies to support and what voting groups to target or ignore. Through extensive historical analysis, this book shows that the DNC and RNC were part of every major American policy debate throughout the 20th century.
MoreLong description:
A new assessment on the role, influence, and limitations of the Democratic and Republican National Committees in American political development.
Scholars have long debated the role and importance of the Democratic and Republican National Committees in American politics. In National Party Organizations and Party Brands in American Politics, Boris Heersink identifies a core DNC and RNC role that has thus far been missed: creating national party brands. Drawing on extensive historical case studies and quantitative analysis, Heersink argues that the DNC and RNC have consistently prioritized their role of using publicity to inform voters about their parties' policies and priorities from the beginning of the twentieth century onwards. Both committees invested heavily in political communication tools with the goal of shaping voters' perceptions of their parties. As Heersink shows, the DNC and RNC often have considerable freedom in determining what type of brands to promote, placing them in the center of major intra-party debates in the twentieth century--including Prohibition, civil rights, foreign affairs, and economic policy. Analytically rigorous and marshaling a vast body of research on US elections between 1912 and 2016, this book highlights how important national party organizations are in setting the agenda in American politics.
Heersink offers a fresh and important new perspective on American political parties, challenging claims that formal party organizations are merely in service to candidates. Drawing on wide-ranging historical evidence, Heersink demonstrates national party committees have played a pivotal role in shaping their party's 'brand,' defining the party's positions and identity for voters. This impressive account will be of wide interest to students of political parties and representation.
Table of Contents:
List of Tables
List of Figures
Acknowledgements
Chapter 1: Introduction: National Committees and Party Brands
Chapter 2: Examining DNC and RNC Party Branding Quantitatively: Presidential Control and National Committee Branding Decline
Chapter 3: Building Permanently Active National Committees, 1912-1932
Chapter 4: National Committees and the New Deal, 1933-1952
Chapter 5: "We Either Have a National Party or We Do Not Have," 1953-1968
Chapter 6: Managing Mixed-Ideological Parties, 1969-1980
Chapter 7: "Reagan's Party" vs. "Recapturing the Center of American Politics," 1981-2000
Chapter 8: "Near Obscurity": The Deterioration of National Committee Branding, 2001-2016
Chapter 9: Conclusion: The Past and Future of National Committees
References
Index
