Description |
1 online resource (361 p.) |
Contents |
Introduction : national committees and party brands -- Examining DNC and RNC party branding quantitatively : presidential control and national committee branding decline -- Building permanently active national committees, 1912-1932 -- National committees and the New Deal, 1933-1952 -- "We either have a national party or we do not have," 1953-1968 -- Managing mixed-ideological parties, 1969-1980 -- "Reagan's party" vs. "recapturing the center of American politics," 1981-2000 -- "Near obscurity" : the deterioration of national committee branding, 2001-2016 -- Conclusion : the past and future of national committees |
Summary |
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 |
Notes |
Description based upon print version of record |
Bibliography |
Includes bibliographical references and index |
Subject |
Democratic National Committee (U.S.) -- History
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Republican National Committee (U.S.) -- History
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Democratic Party (U.S.) -- History
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Republican Party (U.S. : 1854- ) -- History
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Political party organization -- United States -- History
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Politics & government.
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Politics and Government.
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United States -- Politics and government -- 20th century
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United States -- Politics and government -- 21st century
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Form |
Electronic book
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ISBN |
9780197695128 |
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0197695124 |
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0197695140 |
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9780197695142 |
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