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In American politics, the Southern strategy refers to a Republican Party strategy of gaining political support for certain candidates in the Southern United States by appealing to racism against African Americans.

The mid-1960s saw the African-American Civil Rights Movement, a push for desegregation, and the bipartisan passage of the Civil Rights Act of 1964 and Voting Rights Act of 1965, after which more than 90 percent of black voters registered with the Democratic Party following their decades-long disenfranchisement by southern states. During this period of social upheaval, Republican Presidential candidate Richard Nixon worked to attract southern white conservative voters to his candidacy and the Republican Party, and Senator Barry Goldwater won the five formerly Confederate states of the Deep South (Alabama, Georgia, Louisiana, Mississippi, and South Carolina) in the 1964 presidential election. In the 1968 presidential campaign, Nixon won Florida, South Carolina, North Carolina, Virginia, and Tennessee, all former Confederate states, contributing to the electoral realignment of white voters in some Southern states to the Republican Party.

In academia, the term "southern strategy" refers primarily to "top down" narratives of the political realignment of the south, which suggest that republican leaders consciously appealed to many white southerners' racial resentments in order to gain their support. This view has been questioned by historians such as Matthew Lassiter, Kevin M. Kruse, and Joseph Crespino, who have presented an alternative, "bottom up" narrative of the "suburban strategy." This narrative recognizes the importance of racism but places the greater emphasis on class ideology and also suggests that this class struggle was a national struggle, rather than a specifically southern one.

As the twentieth century came to a close, most white voters in the South had shifted to the Republican Party. It began to try to appeal again to black voters and rebuild the political relationship that had lasted through the 1920s, though with little success. In 2005, Republican National Committee chairman Ken Mehlman formally apologized to the National Association for the Advancement of Colored People (NAACP), a national civil rights organization, for exploiting racial polarization to win elections and ignoring the black vote.

Introduction

Although the phrase "Southern strategy" is often attributed to Nixon's political strategist Kevin Phillips, he did not originate it but popularized it. In an interview included in a 1970 New York Times article, Phillips stated his analysis based on studies of ethnic voting:

From now on, the Republicans are never going to get more than 10 to 20 percent of the Negro vote and they don't need any more than that...but Republicans would be shortsighted if they weakened enforcement of the Voting Rights Act. The more Negroes who register as Democrats in the South, the sooner the Negrophobe whites will quit the Democrats and become Republicans. That's where the votes are. Without that prodding from the blacks, the whites will backslide into their old comfortable arrangement with the local Democrats.

While Phillips sought to increase Republican power by polarizing ethnic voting in general, and not just to win the white South, the South was by far the biggest prize yielded by his approach. Its success began at the presidential level. Gradually southern voters began to elect Republicans to Congress, and finally to statewide and local offices, particularly as some legacy segregationist Democrats retired or switched to the GOP. In addition, the Republican Party worked for years to develop grassroots political organizations across the South, supporting candidates for local school boards and city and county offices, as examples. But, following the Watergate scandal, in the 1976 election, southern voters came out in support for the "favorite son" candidate, Southern Democrat Jimmy Carter.

From 1948 to 1984 the Southern states, for decades a stronghold for the Democrats, became key swing states, providing the popular vote margins in the 1960, 1968 and 1976 elections. During this era, several Republican candidates expressed support for states' rights, an issue over which southern states had argued against the federal government prior to the Civil War. Some political analysts said this term was used in the 20th century as a "codeword" to represent opposition to federal enforcement of civil rights for blacks and to federal intervention on their behalf; many individual southerners had opposed passage of the Voting Rights Act.

Background

19th century Reconstruction to Solid South

During the Reconstruction era, 1863-1877, the Republican Party built up its base across the South, and for a while in each state except Virginia had control. From a national perspective, however, the Republican Party always gave priority to its much better established northern state operations. The northern party distrusted the scalawags, found the avaricious carpetbaggers distasteful, and lacked respect for the black component of their Republican Party in the South. Richard Abbott says, national Republicans always "stressed building their Northern base rather than extending their party into the South, and whenever the Northern and Southern needs conflicted the latter always lost." In 1868, the GOP spent only five percent of its war chest in the South. Grant was reelected, and the New York Tribune advised it was now time for Southern Republicans to "root, hog, or die!" (that is, to take care of themselves).

In a series of compromises, most famously in 1877, the Republican Party withdrew United States Army forces that had propped up its last three state governors and in return gained the White House for Rutherford B. Hayes. All the southern states were now under the control of Democrats, who decade by decade increased their control of virtually all aspects of politics in the ex-Confederate states. There were occasional pockets of Republican control, usually in remote mountain districts.

After 1890 the white Democrats used a variety of tactics to reduce voting by African Americans and poor whites. In the 1880s they began to pass legislation making election processes more complicated and in some cases requiring payment of poll taxes, which created a barrier for poor people of both races.

From 1890 to 1908, the white Democratic legislatures in every Southern state enacted new constitutions or amendments with provisions to disenfranchise most blacks and tens of thousands of poor whites. Provisions required payment of poll taxes, and complicated residency, literacy tests, and other requirements, which were subjectively applied against blacks. As blacks lost their vote, the Republican Party lost its ability to effectively compete in the South. There was a dramatic drop in voter turnout as these measures took effect, a decline in African-American participation that was enforced for decades in all southern states.

Blacks did have a voice in the Republican Party, especially in the choice of presidential candidates at the national convention. Boris Heersink and Jeffery A. Jenkins argue that in 1880–1928, GOP leaders at the presidential level adopted a “Southern strategy” by "investing heavily in maintaining a minor party organization in the South, as a way to create a reliable voting base at conventions." As a consequence, federal patronage did go to southern blacks, as long as there was a Republican in the White House. The issue exploded in 1912, when President William Howard Taft uses control of the southern delegations to defeat former president Theodore Roosevelt at the Republican national convention,

Because blacks were closed out of elected offices, the South's congressional delegations and state governments were dominated by white Democrats until the 1980s or later. Effectively, Southern white Democrats controlled all the votes of the expanded population by which Congressional apportionment was figured. Many of their representatives achieved powerful positions of seniority in Congress, giving them control of chairmanships of significant Congressional committees. Although the Fourteenth Amendment has a provision to reduce the Congressional representation of states that denied votes to their adult male citizens, this provision was never enforced. Because African Americans could not be voters, they were also prevented from being jurors and serving in local offices. Services and institutions for them in the segregated South were chronically underfunded by state and local governments, from which they were excluded.

During this period, Republicans held only a few House seats from the South. Between 1880 and 1904, Republican presidential candidates in the South received between 35 and 40 percent of that section's vote (except in 1892, when the 16 percent for the Populists knocked Republicans down to 25 percent). From 1904 to 1948, after disenfranchisement, Republicans received more than 30 percent of the section's votes only in the 1920 (35.2 percent, carrying Tennessee) and 1928 elections (47.7 percent, carrying five states).

During this period, Republican administrations appointed blacks to political positions. Republicans regularly supported anti-lynching bills, but these were filibustered by Southern Democrats in the Senate. In the 1928 election, the Republican candidate Herbert Hoover rode the issues of prohibition and anti-Catholicism to carry five former Confederate states, with 62 of the 126 electoral votes of the section. After his victory, Hoover attempted to build up the Republican Party of the South, transferring his limited patronage away from blacks and toward the same kind of white Protestant businessmen who made up the core of the Northern Republican Party. With the onset of the Great Depression, which severely affected the South, Hoover soon became extremely unpopular. The gains of the Republican Party in the South were lost. In the 1932 election, Hoover received only 18.1 percent of the Southern vote for re-election.

World War II and population changes

In the 1948 election, after Harry Truman signed an Executive Order to desegregate the Army, a group of Southern Democrats known as Dixiecrats split from the Democratic Party in reaction to the inclusion of a civil rights plank in the party's platform. This followed a floor fight led by Minneapolis mayor and (soon-to-be senator) Hubert Humphrey. The disaffected Democrats formed the States' Rights Democratic, or Dixiecrat Party, and nominated Governor Strom Thurmond of South Carolina for president. Thurmond carried four Deep South states in the general election: South Carolina, Alabama, Mississippi, and Louisiana. The main plank of the States' Rights Democratic Party was maintaining segregation and Jim Crow in the South. The Dixiecrats, failing to deny the Democrats the presidency in 1948, soon dissolved, but the split lingered. In 1964, Thurmond was one of the first conservative southern Democrats to switch to the Republican Party.

In addition to the splits in the Democratic Party, the population movements associated with World War II had a significant effect in changing the demographics of the South. More than 5 million African Americans migrated from the South to the North and West in the second Great Migration, lasting from 1940-1970. Starting before WWII, many had moved to California for jobs in the defense industry, as well as to major industrial cities of the Midwest.

With control of powerful committees, during and after the war, Southern Democrats gained new federal military installations in the South and other federal investments. Changes in industry, and growth in universities and the military establishment in turn attracted Northern transplants to the South, and bolstered the base of the Republican Party. In the post-war Presidential campaigns, Republicans did best in those fastest-growing states of the South that had the most Northern transplants. In the 1952, 1956 and 1960 elections, Virginia, Tennessee and Florida went Republican, while Louisiana went Republican in 1956, and Texas twice voted for Dwight D. Eisenhower and once for John F. Kennedy. In 1956, Eisenhower received 48.9 percent of the Southern vote, becoming only the second Republican in history (after Ulysses S. Grant) to get a plurality of Southern votes.

The white conservative voters of the states of the Deep South remained loyal to the Democratic Party, which had not officially repudiated segregation. Because of declines in population or smaller rates of growth compared to other states, Mississippi, Alabama, Arkansas and North Carolina lost congressional seats from the 1950s to the 1970s, while South Carolina, Louisiana and Georgia remained static. Republican Dwight D. Eisenhower was elected president in 1952, with strong support from the emerging middle class suburban element in the South. He appointed a number of Southern Republican supporters as federal judges in the South. They in turn ordered the desegregation of Southern schools in the 1950s and 1960s. They included Fifth Circuit Court of Appeals judges John R. Brown, Elbert P. Tuttle, and John Minor Wisdom, As well as district judges Frank Johnson and J. Skelly Wright. However, five of his 24 appointees supported segregation.

Roots of the Southern strategy (1963–1972)

The "Year of Birmingham" in 1963 highlighted racial issues in Alabama. Through the spring, there were marches and demonstrations to end legal segregation. The Movement's achievements in settlement with the local business class were overshadowed by bombings and murders by the Ku Klux Klan, most notoriously in the deaths of four girls in the bombing of the Sixteenth Street Baptist Church.

After the Democrat George Wallace was elected as Governor of Alabama, he emphasized the connection between states' rights and segregation, both in speeches and by creating crises to provoke Federal intervention. He opposed integration at the University of Alabama, and collaborated with the Ku Klux Klan in 1963 in disrupting court-ordered integration of public schools in Birmingham.

Many of the states' rights Democrats were attracted to the 1964 presidential campaign of conservative Republican Senator Barry Goldwater of Arizona. Goldwater was notably more conservative than previous Republican nominees, such as Dwight D. Eisenhower. Goldwater's principal opponent in the primary election, Governor Nelson Rockefeller of New York, was widely seen as representing the more moderate, pro-Civil Rights Act, Northern wing of the party (see Rockefeller Republican, Goldwater Republican).

In the 1964 presidential campaign, Goldwater ran a conservative campaign that broadly opposed strong action by the federal government. Although he had supported all previous federal civil rights legislation, Goldwater decided to oppose the Civil Rights Act of 1964. He believed that this act was an intrusion of the federal government into the affairs of states and, second, that the Act interfered with the rights of private persons to do business, or not, with whomever they chose, even if the choice is based on racial discrimination.

Goldwater's position appealed to white Southern Democrats, and Goldwater was the first Republican presidential candidate since Reconstruction to win the electoral votes of the Deep South states (Louisiana, Georgia, Alabama, Mississippi, and South Carolina). Outside the South, Goldwater's negative vote on the Civil Rights Act proved devastating to his campaign; the only other state he won was his home one of Arizona, contributing to his landslide defeat in 1964. A Lyndon B. Johnson ad called "Confessions of a Republican," which ran in the North, associated Goldwater with the Ku Klux Klan. At the same time, Johnson’s campaign in the Deep South publicized Goldwater’s support for pre-1964 civil rights legislation. In the end, Johnson swept the election.

At the time, Goldwater was at odds in his position with most of the prominent members of the Republican Party, dominated by so-called Eastern Establishment and Midwestern Progressives. A higher percentage of the Republican Party supported the Civil Rights Act of 1964 than did the Democratic Party, as they had on all previous Civil Rights legislation. The Southern Democrats mostly opposed their Northern Party mates — and their presidents (Kennedy and Johnson) — on civil rights issues. At the same time, passage of the Civil Rights Act caused many black voters to join the Democratic Party, which moved the party and its nominees in a progressive direction.

Lyndon Johnson was concerned that his endorsement of Civil Rights legislation would endanger his party in the South. In the 1968 election, Richard Nixon saw the cracks in the Solid South as an opportunity to tap into a group of voters who had historically been beyond the reach of the Republican Party. George Wallace had exhibited a strong candidacy in that election, where he garnered 46 electoral votes and nearly 10 million popular votes, attracting mostly southern Democrats away from Hubert Humphrey.

The notion of Black Power advocated by SNCC leaders captured some of the frustrations of African Americans at the slow process of change in gaining civil rights and social justice. African Americans pushed for faster change, raising racial tensions. Journalists reporting about the demonstrations against the Vietnam War often featured young people engaging in violence or burning draft cards and American flags. Conservatives were also dismayed about the many young adults engaged in the drug culture and "free love" (sexual promiscuity), in what was called the "hippie" counter-culture. These actions scandalized many Americans and created a concern about law and order.

Nixon's advisers recognized that they could not appeal directly to voters on issues of white supremacy or racism. White House Chief of Staff H. R. Haldeman noted that Nixon "emphasized that you have to face the fact that the whole problem is really the blacks. The key is to devise a system that recognized this while not appearing to." With the aid of Harry Dent and South Carolina Senator Strom Thurmond, who had switched to the Republican Party in 1964, Richard Nixon ran his 1968 campaign on states' rights and "law and order." Liberal Northern Democrats accused Nixon of pandering to Southern whites, especially with regard to his "states' rights" and "law and order" positions, which were widely understood by black leaders to symbolize southern resistance to civil rights. This tactic was described in 2007 by David Greenberg in Slate as "dog-whistle politics." According to an article in The American Conservative, Nixon adviser and speechwriter Pat Buchanan disputed this characterization.

The independent candidacy of George Wallace, former Democratic governor of Alabama, partially negated Nixon's Southern strategy. With a much more explicit attack on integration and black civil rights, Wallace won all of Goldwater's states (except South Carolina), as well as Arkansas and one of North Carolina's electoral votes. Nixon picked up Virginia, Tennessee, North Carolina, South Carolina and Florida, while Democratic nominee Hubert Humphrey won only Texas in the South. Writer Jeffrey Hart, who worked on the Nixon campaign as a speechwriter, said in 2006 that Nixon did not have a "Southern Strategy" but "Border State Strategy;" as he said that the 1968 campaign ceded the Deep South to George Wallace. Hart suggested that the press called it a "Southern Strategy" as they are "very lazy".

In the 1972 election, by contrast, Nixon won every state in the Union except Massachusetts, winning more than 70 percent of the popular vote in most of the Deep South (Mississippi, Alabama, Georgia, Florida, and South Carolina) and 61% of the national vote. He won more than 65 percent of the votes in the other states of the former Confederacy. Nixon won 18% of the black vote nationwide. Despite his appeal to Southern whites, Nixon was widely perceived as a moderate outside the South and won African-American votes on that basis.

Glen Moore argues that in 1970, Nixon and the Republican Party developed a "Southern Strategy" for the midterm elections. The strategy involved depicting Democratic candidates as permissive liberals. Republicans thereby managed to unseat Albert Gore, Sr., of Tennessee, as well as Senator Joseph D. Tydings of Maryland. For the entire region, however, the net result was a small loss of seats for the Republican Party in the South.

Regional attention 1970 focused on the Senate, when Nixon nominated Judge G. Harrold Carswell of Florida, a judge on the Fifth Circuit Court of Appeals to the Supreme Court. A lawyer from north Florida, Carswell had a mediocre record, but Nixon needed a Southerner and a "strict constructionist," to support his "southern strategy" of moving the region toward the GOP. Carswell was voted down by the liberal block in the Senate, causing a backlash that pushed many Southern Democrats into the Republican fold. The long-term result was a realization by both parties that nominations to the Supreme Court could have a major impact on political attitudes In the South.

In a year-by-year analysis of how the transformation took place in the critical state of Virginia, James Sweeney shows that the slow collapse of the old statewide Byrd machine gave the Republicans the opportunity to build local organizations county by county and city by city. The Democratic Party factionalized, with each faction having the goal of taking over the entire statewide Byrd machine. But the Byrd leadership was basically conservative, and more in line with the national Republican Party in economic and foreign policy issues. Republicans united behind A. Linwood Holton, Jr. in 1969, and swept the state. In the 1970 senatorial election the Byrd machine made a comeback by electing Independent Harry Flood Byrd, Jr. over Republican Ray Lucian Garland and Democrat George Rawlings. The new Senator Byrd never joined the Republican Party and instead joined the Democratic caucus. Nevertheless, he had a mostly conservative voting record especially on the trademark Byrd issue of the national deficit. At the local level, the 1970s saw steady Republican growth with this emphasis on a middle-class suburban electorate that had little interest in the historic issues of rural agrarianism and racial segregation.

Evolution (1970s and 1980s)

As civil rights grew more accepted throughout the nation, basing a general election strategy on appeals to "states' rights," which some would have believed opposed civil rights laws, would have resulted in a national backlash. The concept of "states' rights" was considered by some to be subsumed within a broader meaning than simply a reference to civil rights laws. States rights became seen as encompassing a type of New Federalism that would return local control of race relations.

Republican strategist Lee Atwater discussed the Southern strategy in a 1981 interview later published in Southern Politics in the 1990s by Alexander P. Lamis.

Atwater: As to the whole Southern strategy that Harry Dent and others put together in 1968, opposition to the Voting Rights Act would have been a central part of keeping the South. Now doesn't have to do that. All you have to do to keep the South is for Reagan to run in place on the issues he's campaigned on since 1964 . . . and that's fiscal conservatism, balancing the budget, cut taxes, you know, the whole cluster...

Questioner: But the fact is, isn't it, that Reagan does get to the Wallace voter and to the racist side of the Wallace voter by doing away with legal services, by cutting down on food stamps?

Atwater: You start out in 1954 by saying, "Nigger, nigger, nigger." By 1968 you can't say "nigger" — that hurts you. Backfires. So you say stuff like forced busing, states' rights and all that stuff. You're getting so abstract now you're talking about cutting taxes, and all these things you're talking about are totally economic things and a byproduct of them is blacks get hurt worse than whites. And subconsciously maybe that is part of it. I'm not saying that. But I'm saying that if it is getting that abstract, and that coded, that we are doing away with the racial problem one way or the other. You follow me — because obviously sitting around saying, "We want to cut this," is much more abstract than even the busing thing, and a hell of a lot more abstract than "Nigger, nigger."

In 1980, Republican candidate Ronald Reagan made a much-noted appearance at the Neshoba County Fair. The "I believe in states' rights" speech he gave there was cited as evidence that the Republican Party was building upon the Southern strategy again. Reagan's campaigns used racially-coded rhetoric, making attacks on the "welfare state" and leveraging resentment towards affirmative action. During his 1976 and 1980 campaigns Reagan employed stereotypes of welfare recipients, often invoking a welfare queen with a large house and a Cadillac using multiple names to collect over $150,000 in tax-free income. His dog-whistle politics extended to field-testing language in the South referring to an unscrupulous man using food stamps as a "strapping young buck."

During the 1988 U.S. presidential election, the Willie Horton attack ads run against Democratic candidate Michael Dukakis built upon the Southern strategy in a campaign that reinforced the notion that Republicans best represent conservative whites with traditional values. Lee Atwater and Roger Ailes worked on the campaign as George H. W. Bush's political strategists, and upon seeing a favorable New Jersey focus group response to the Horton strategy, Atwater recognized that an implicit racial appeal could work outside of the Southern states. The subsequent ads featured Horton's mugshot and played on fears of black criminals. Atwater said of the strategy, "By the time we're finished, they're going to wonder whether Willie Horton is Dukakis' running mate."

In addition to presidential campaigns, subsequent Republican campaigns for the House of Representatives and Senate in the South employed the Southern strategy. During his 1990 re-election campaign, Jesse Helms attacked his opponent's alleged support of "racial quotas," most notably through an ad in which a white person's hands are seen crumpling a letter indicating that he was denied a job because of the color of his skin.

New York Times opinion columnist Bob Herbert wrote in 2005 that "The truth is that there was very little that was subconscious about the G.O.P.'s relentless appeal to racist whites. Tired of losing elections, it saw an opportunity to renew itself by opening its arms wide to white voters who could never forgive the Democratic Party for its support of civil rights and voting rights for blacks." Scholars have also described the transition of the Southern strategy saying that it has "evolved from a states’ rights, racially conservative message to one promoting in the Nixon years, vis-à-vis the courts, a racially conservative interpretation of civil rights laws—including opposition to busing. With the ascendancy of Reagan, the Southern Strategy became a national strategy that melded race, taxes, anticommunism, and religion."

Some analysts viewed the 1990s as the apogee of Southernization or the Southern strategy, given that the Democratic president Bill Clinton and vice-president Al Gore were from the South, as were Congressional leaders on both sides of the aisle. During the end of Nixon's presidency, the Senators representing the former Confederate states in the 93rd Congress were primarily Democrats. During the beginning of Bill Clinton's, 20 years later in the 103rd Congress, this was still the case.

Shift in strategy (1990s)

While running for President, Clinton promised to "end welfare as we have come to know it" while in office. In 1996, Clinton would fulfill his campaign promise and one manifestation of the longtime GOP goal of major welfare reform was passed. After two welfare reform bills sponsored by the GOP-controlled Congress were successfully vetoed by the President, a compromise was eventually reached; Clinton signed the Personal Responsibility and Work Opportunity Act into law on August 22, 1996. Around this time, the main focus of the Southern Strategy had drifted away from race-related campaign issues and shifted towards cultural issues, such as the preservation of religious conservatism in American society.

In the mid-1990s, the Republican Party made major attempts to court African-American voters, believing that the strength of religious values within the African-American community and the growing number of affluent and middle-class African Americans would lead this group increasingly to support Republican candidates. An early example of this shift showed during the 1996 Presidential election, when Republican Presidential nominee Bob Dole chose Jack Kemp as his running mate. The New York Congressman had long advocated for urban revitalization projects, a position to appeal to inner-city blacks. General Colin Powell, an African American who gained national recognition for his role in Operation Desert Storm's success, announced he was a registered Republican. (He later was appointed as Secretary of State in the George W. Bush administration.)

Though the Republican Party attracted the interests of some African-American voters, the group still remained loyal to the Democratic Party. During his time in office, Clinton connected greatly with the Africans Americans. Born into a poor, Southern working-class family, Clinton life and social-economic status growing up resembled that of many African Americans. Since his youth, Clinton had befriended several African Americans. He was easy about making these friendships public since his time as Governor of Arkansas. In addition to his background, Clinton's policies and decisions to appoint numerous African Americans in his cabinet helped him cement his status among those voters. By the time he left office, Clinton's popularity in the African American community surpassed that of Colin Powell and longtime African American civil rights activist Jesse Jackson, according to polls. His administration strengthened African-American loyalty to the Democratic Party.

21st century

Few African Americans voted for George W. Bush and other national Republican candidates in the 2004 elections, although he attracted a higher percentage of black voters than had any GOP candidate since President Ronald Reagan. Following Bush's re-election, Ken Mehlman, Bush's campaign manager and Chairman of the RNC, held several large meetings in 2005 with African-American business, community, and religious leaders. In his speeches, he apologized for his party's use of the Southern Strategy in the past. When asked about the strategy of using race as an issue to build GOP dominance in the once-Democratic South, Mehlman replied,

"Republican candidates often have prospered by ignoring black voters and even by exploiting racial tensions," and, "by the '70s and into the '80s and '90s, the Democratic Party solidified its gains in the African-American community, and we Republicans did not effectively reach out. Some Republicans gave up on winning the African-American vote, looking the other way or trying to benefit politically from racial polarization. I am here today as the Republican chairman to tell you we were wrong."

The election of President Barack Obama saw a new type of Southern strategy emerge among conservative voters. His election is utilized as evidence of a post-racial era to deny the need of continued civil rights legislation, while simultaneously playing on racial tensions and marking him as a "racial bogeyman". Thomas Edge described three parts to this phenomenon saying:

"First, according to the arguments, a nation that has the ability to elect a Black president is completely free of racism. Second, attempts to continue the remedies enacted after the civil rights movement will only result in more racial discord, demagoguery, and racism against White Americans. Third, these tactics are used side-by-side with the veiled racism and coded language of the original Southern Strategy."

Southern strategy and Southernization

In 2005, Republican National Committee chairman Ken Mehlman formally apologized to the NAACP for exploiting racial polarization to win elections and ignoring the black vote. But two days after his address to the NAACP he characterized this as a general strategy, not particularly Southern: "It always interests me when people say it was a Southern strategy. The fact is that folks in the North, the South, the East and the West sometimes did this."

In a New York Times article writer Adam Nossiter quoted three political scientists who considered the decisive victory of Democratic Senator Barack Obama in the 2008 presidential election and subsequent re-election in 2012 to represent the lessened influence of Southernization in national politics:

• Wayne Parent, a political scientist at Louisiana State University, said that "The region’s absence from Mr. Obama’s winning formula means it's becoming distinctly less important,... The South has moved from being the center of the political universe to being an outside player in presidential politics."

• Thomas Schaller, a political scientist at the University of Maryland, Baltimore County, stated that the Republicans had become "a Southernized party.... They have completely marginalized themselves to a mostly regional party," noting that he believed Southernization was over and that the South was no longer needed to win national elections.

• Merle Black, an expert on the region’s politics at Emory University in Atlanta, said the Republican Party went too far in appealing to the South, alienating voters elsewhere. 'They’ve maxed out on the South,' he said, which has 'limited their appeal in the rest of the country.'"

Scholarly debates

Scholars generally emphasize the role of racial backlash in the realignment of southern voters. The viewpoint that the electoral realignment of the Republican party due to a race-driven Southern Strategy is also known as the "top-down" viewpoint. Other scholars believe that racial issues took a back seat to class centered interest and motives, a narrative known as the "suburban strategy". Scholarship favors the top-down viewpoint. Matthew Lassiter, one of the originators of the "suburban strategy" recognizes " analysis runs contrary to both the conventional wisdom and a popular strain in the scholarly literature...." Glen Feldman sees the "suburban school" narrative as a dissenting yet rapidly growing narrative on the topic of southern partisan realignment.

Matthew Lassiter says, "A suburban-centered vision reveals that demographic change played a more important role than racial demagoguery in the emergence of a two-party system in the American South." Lassiter argues that race based appeals can't explain the GOP shift in the south while also noting that the real situation is far more complex.

Kalk and Tindall separately argue that Nixon's Southern strategy was to find a compromise that on race would take the issue house of politics, allowing conservatives in the South to rally behind his grand plan to reorganize the national government. Kalk and Tindall emphasize the similarity between Nixon's operations and the series of compromises orchestrated by Rutherford B Hayes in 1877 that ended the battles over Reconstruction and put Hayes in the White House. Kalk says Nixon did end the reform impulse and sowed the seeds for the political rise of white Southerners and the decline of the civil rights movement.

Kotlowski argues that Nixon's overall civil rights record was, on the whole, responsible and that Nixon tended to seek the middle ground. He campaigned as a moderate in 1968, pitching his appeal to the widest range of voters. Furthermore, he continued this strategy as president. As a matter of principle, says Kotlowski, he supported integration of schools. However Nixon chose not to antagonize Southerners who opposed it, and left enforcement to the judiciary, which had originated the issue in the first place. In particular Kotlowski believes historians have been somewhat misled by Nixon's rhetorical Southern Strategy that had limited influence on actual policies. Valentino and Sears state that other scholars downplay the role of racial prejudice even in contemporary racial politics. They write:

A quarter century ago, what counted was who a policy would benefit, blacks or whites" (Sniderman and Piazza 1993, 4-5), while "the contemporary debate over racial policy is driven primarily by conflict over what the government should try to do, and only secondarily over what it should try to do for blacks" , so "prejudice is very far from a dominating factor in the contemporary politics of race." (Sniderman and Carmines 1997, 4, 73)

Valentino and Sears conducted their own study and reported that "the South's shift to the Republican party has been driven to a significant degree by racial conservatism" and also concluded that "racial conservatism seems to continue to be central to the realignment of Southern whites' partisanship since the Civil Rights era".

Political scientists and historians point out, that the timing does not fit the "Southern strategy" model. Nixon carried 49 states in 1972, so he operated a successful national rather than regional strategy. but the Republican Party remained quite weak at the local, and state level across the entire South for decades. Matthew Lassiter argues that Nixon's appeal was not to the Wallacites or segregationists, but rather to the rapidly emerging suburban middle-class. Many had Northern antecedents; they wanted rapid economic growth and saw the need to put backlash politics to rest. Lassiter says the Southern strategy was a "failure" for the GOP and that the southern base of the Republican Party "always depended more on the middle-class corporate economy and on the top-down politics of racial backlash." Furthermore, realignment in the South "came primarily from the suburban ethos of New South metropolises such as Atlanta and Charlotte, North Carolina, not to the exportation of the working-class racial politics of the Black Belt."

Mayer argues that scholars have given too much emphasis on the civil rights issue; it was not the only deciding factor for Southern white voters. Goldwater took positions on such issues as privatizing the Tennessee Valley Authority, abolishing Social Security, and ending farm price supports that outraged many white Southerners who strongly supported these programs. Mayer states:

Goldwater's staff also realized that his radical plan to sell the Tennessee Valley Authority was causing even racist whites to vote for Johnson. A Florida editorial urged Southern whites not to support Goldwater even if they agreed with his position on civil rights, because his other positions would have grave economic consequences for the region. Goldwater's opposition to most poverty programs, the TVA, aid to education, Social Security, the Rural Electrification Administration, and farm price supports surely cost him votes throughout the South and the nation.

Political scientist Nelson W. Polsby argued that economic development was more central than racial desegregation in the evolution of the postwar South in Congress. In The End of Southern Exceptionalism: Class, Race, and Partisan Change in the Postwar South the British political scientist Byron E. Shafer and the Canadian Richard Johnston, developed the Polsby the argument in greater depth. Using roll call analysis of voting patterns in the House of Representatives, they found that Issues of desegregation and race were less important than issues of economics and social class when it came to the transformation of partisanship in the South. This view is backed by Glenn Feldman who notes that the early narratives on the southern realignment focused on the idea of appealing to racism. This argument was first and thus took hold as the accepted narrative. He notes, however, that Lassiter's dissenting view on this subject, a view that the realignment was a "suburban strategy" rather than a "southern strategy" was just one of the first of a rapidly growing list of scholars who see the civil rights, "white backlash" as a secondary or minor factor. Authors such as Tim Boyd, George Lewis, Michael Bowen, and John W. White follow the lead of Lassiter, Shafer and Johnston in viewing suburban voters and their self interests as the primary reason for the realignment. He doesn't discount race as part of the motivation of these suburban voters who were fleeing urban crime and school busing. However, Feldman argues that the Southern Strategy of the GOP was a non-factor in the realignment.

Gareth Davies argues that "he scholarship of those who emphasize the southern strategizing Nixon is not so much wrong – it captures one side of the man – as it is unsophisticated and incomplete. Nixon and his enemies needed one another in order to get the job done." Lawrence McAndrews makes a similar argument, saying Nixon pursued a mixed strategy:

Some scholars claim that Nixon succeeded, by leading a principled assault on de jure school desegregation. Others claim that he failed, by orchestrating a politically expedient surrender to de facto school segregation. A close examination of the evidence, however, reveals that in the area of school desegregation, Nixon's record was a mixture of principle and politics, progress and paralysis, success and failure. In the end, he was neither simply the cowardly architect of a racially insensitive "Southern strategy" which condoned segregation, nor the courageous conductor of a politically risky "not-so-Southern strategy" which condemned it.

In interviews with historians years later, Nixon denied that he ever practiced a Southern strategy. Harry Dent, one of Nixon's senior advisers on Southern politics, told Nixon privately in 1969 that the administration "has no Southern strategy, but rather a national strategy which, for the first time in modern times, includes the South."

See also

• Bible Belt
• Conservative Coalition
• Politics of the Southern United States
• Racism in the United States
• Solid South

References

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Further reading

• Aistrup, Joseph A. "Constituency diversity and party competition: A county and state level analysis." Political Research Quarterly 57#2 (2004): 267-281.
• Aistrup, Joseph A. The southern strategy revisited: Republican top-down advancement in the South (University Press of Kentucky, 2015)
• Aldrich, John H. "Southern Parties in State and Nation" Journal of Politics 62#3 (2000) pp: 643-670.
• Applebome, Peter. Dixie Rising: How the South is Shaping American Values, Politics, and Culture (ISBN 0-15-600550-6).
• Bass, Jack. The transformation of southern politics: Social change and political consequence since 1945 (University of Georgia Press, 1995)
• Black, Earl and Merle Black. The Rise of Southern Republicans (Harvard University Press, 2003)
• Brady, David, Benjamin Sosnaud, and Steven M. Frenk. "The shifting and diverging white working class in US presidential elections, 1972–2004." 'Social Science Research 38.1 (2009): 118-133.
• Brewer, Mark D., and Jeffrey M. Stonecash. "Class, race issues, and declining white support for the Democratic Party in the South." Political Behavior 23#2 (2001): 131-155.
• Bullock III, Charles S. and Mark J. Rozell, eds. The New Politics of the Old South: An Introduction to Southern Politics (5th ed. 2013)
• Carter, Dan T. From George Wallace to Newt Gingrich: Race in the Conservative Counterrevolution, 1963-1994 (ISBN 0-8071-2366-8)
• Carter, Dan T. The Politics of Rage: George Wallace, The Origins of the New Conservatism, and the Transformation of Southern Politics (ISBN 0-8071-2597-0)
• Chappell, David L. A Stone of Hope: Prophetic Religion and the Death of Jim Crow (ISBN 0-8078-2819-X)
• Davies, Gareth. "Richard Nixon and the Desegregation of Southern Schools." Journal of Policy History 19#04 (2007) pp: 367-394.
• Egerton, John. "A Mind to Stay Here: Closing Conference Comments on Southern Exceptionalism", Southern Spaces, 29 November 2006.
• Frantz, Edward O. The Door of Hope: Republican Presidents and the First Southern Strategy, 1877-1933 (University Press of Florida, 2011)
• Havard, William C., ed. The Changing Politics of the South (Louisiana State University Press, 1972)
• Hill, John Paul. "Nixon's Southern Strategy Rebuffed: Senator Marlow W. Cook and the Defeat of Judge G. Harrold Carswell for the US Supreme Court." Register of the Kentucky Historical Society 112#4 (2014): 613-650.
• Inwood, Joshua F.J. "Neoliberal racism: the ‘Southern Strategy’ and the expanding geographies of white supremacy." Social & Cultural Geography 16#4 (2015) pp: 407-423.
• Kalk, Bruce H. The Origins of the Southern Strategy: Two-party Competition in South Carolina, 1950-1972 (Lexington Books, 2001)
• Kalk, Bruce H. "Wormley's Hotel Revisited: Richard Nixon's Southern Strategy and the End of the Second Reconstruction." North Carolina Historical Review (1994): 85-105. in JSTOR
• Kalk, Bruce H. The Machiavellian nominations: Richard Nixon's Southern strategy and the struggle for the Supreme Court, 1968-70 (1992)
• Kruse, Kevin M. White Flight: Atlanta and the Making of Modern Conservatism (ISBN 0-691-09260-5)
• Lisio, Donald J. Hoover, Blacks, and Lily-Whites: A Study of Southern Strategies (UNC Press, 2012)
• Lublin, David. The Republican South: Democratization and Partisan Change (Princeton University Press, 2004)
• Olien, Roger M. From Token to Triumph: The Texas Republicans, 1920-1978 (SMU Press, 1982)
• Perlstein, Rick. Nixonland: The Rise of a President and the Fracturing of America (2009)
• Phillips, Kevin. The Emerging Republican Majority (1969) (ISBN 0-87000-058-6)
  • Boyd, James. "Nixon's Southern strategy 'It's All In the Charts'", New York Times, May 17, 1970
• Scher, Richard K. Politics in the New South: Republicanism, race and leadership in the twentieth century (1992)
• Shafer, Byron E., and Richard Johnston. The end of Southern exceptionalism: class, race, and partisan change in the postwar South (Harvard University Press, 2009)
• Shafer, Byron E., and Richard G.C. Johnston. "The transformation of southern politics revisited: The House of Representatives as a window." British Journal of Political Science 31#04 (2001): 601-625. online

External links

• Buchanan, Patrick J. "The Neocons and Nixon's Southern Strategy", December 2002, Patrick Buchanan Official Website
• UPI, "Why The GOP's Southern Strategy Ended", 23 February 2001, at NewsMax

• Far-right politics in the United States
• History of racism in the United States
• History of the Southern United States
• Political campaign techniques
• Politics of the Southern United States
• Political terminology of the United States
• Republican Party (United States)
• Richard Nixon presidential campaign, 1968