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.
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.
Boris Heersink is an assistant professor in the Department of Political Science at Fordham University. His research focuses on American political parties as organizations at the national and state level and on campaigns and elections. He is the co-author of Republican Party Politics and the American South, 1865-1968 (with Jeffery A. Jenkins), which was a co-winner of APSA's 2021 J. David Greenstone Prize for best book in politics and history and a winner of the SPSA's V.O. Key Award for best book in Southern politics. His articles have appeared in many journals, including The Journal of Politics, Political Analysis, Party Politics, Studies in American Political Development, and Political Behavior.
Inhaltsangabe
* 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
* 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
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