Campaigning While Black: Black Candidates, White Majorities, and the Quest for Political Office

Black politicians rarely hold the most powerful elected offices one step below the presidency, such as governor and U.S. senator. Only ten Black Americans have been elected to these offices since Reconstruction, and forty-two states have never elected a Black governor or U.S. senator. Matthew Tokeshi examines the campaigns of every Black challenger for these offices from 2000 through 2020 and points to the significant effects of racial appeals to white voters. He demonstrates that Black candidates consistently face more attacks on stereotypically anti-Black themes such as crime, sexual misbehavior, and economic redistribution than comparable white candidates, but in some circumstances, they can mitigate the effects of negative racial messages.

Format: Hardback
Length: 304 pages
Publication date: 29 August 2023
Publisher: Columbia University Press

Even today, Black politicians rarely hold the most powerful elected offices one step below the presidency: governor and U.S. senator. While about 11 percent of the electorate is Black, only 3 percent of senators and 2 percent of governors are Black. Only ten Black Americans have been elected to these offices since Reconstruction, and forty-two states have never elected a Black governor or U.S. senator. Why is it so rare for Black candidates to win elections for these offices?

Matthew Tokeshi examines the campaigns of every Black challenger for those offices from 2000 through 2020 and points to the significant effects of racial appeals to white voters. He demonstrates that Black candidates consistently face more attacks on stereotypically anti-Black themes such as crime, sexual misbehavior, and economic redistribution than comparable white candidates. Such attacks diminish their support among the large number of white voters with ambivalent or negative attitudes toward Blacks. However, despite this formidable hurdle, Black candidates can in some circumstances mitigate the effects of negative racial messages.

Presenting timely new evidence on the racial dynamics that shape electoral politics in the United States, Campaigning While Black exposes the unique obstacles facing Black candidates and highlights ways that these barriers can be overcome.

Black candidates face unique challenges in American politics, particularly when seeking elected office at the state and federal levels. While approximately 11 percent of the American electorate is Black, only a small percentage of Black individuals have been elected to high-level political positions, such as governor or senator. This discrepancy can be attributed to a variety of factors, including systemic racism, voter suppression, and a lack of resources and support for Black candidates. One of the primary barriers facing Black candidates is the issue of racial appeals to white voters. Studies have shown that Black candidates are often subjected to negative stereotypes and messages that undermine their credibility and legitimacy. These stereotypes can range from accusations of criminal behavior to claims of economic redistribution and welfare dependency. These attacks can be particularly damaging to Black candidates, as they can erode support among white voters who may have ambivalent or negative attitudes toward Blacks. Despite these challenges, Black candidates have been able to overcome some of these barriers and win elections for high-level political positions. One strategy that has been effective is the use of strategic messaging and framing. Black candidates have been able to appeal to white voters by highlighting their unique perspectives and experiences and by framing their campaigns as issues of social justice and equality. This approach has been successful in winning over white voters who are concerned about issues such as racial discrimination and inequality. Another strategy that has been effective is the building of strong grassroots support. Black candidates have been able to mobilize their communities and supporters to help them win elections by engaging in voter registration drives, fundraising efforts, and community outreach. This approach has been particularly effective in states and communities with large Black populations, such as the South and West Coast. However, it is important to note that winning elections for high-level political positions is still a challenging task for Black candidates. Despite these barriers, Black candidates continue to push forward and work towards achieving greater representation in American politics. They are supported by a growing number of organizations and individuals who are committed to promoting diversity and inclusion in the political process. In conclusion, Black candidates face unique challenges in American politics, particularly when seeking elected office at the state and federal levels. These challenges include racial appeals to white voters, voter suppression, and a lack of resources and support. However, Black candidates have been able to overcome some of these barriers and win elections for high-level political positions by using strategic messaging and framing, building strong grassroots support, and advocating for social justice and equality. While there is still much work to be done, the progress that has been made in recent years is a testament to the resilience and determination of Black candidates and their supporters.

Dimension: 229 x 152 (mm)
ISBN-13: 9780231209267