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: Paperback / softback
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 electoral politics, with few holding high-level elected offices such as governor or U.S. senator. While approximately 11 percent of the electorate is Black, only 3 percent of senators and 2 percent of governors are Black. Since Reconstruction, only ten Black Americans have been elected to these positions, and forty-two states have never elected a Black governor or U.S. senator. The reasons for this disparity are complex and multifaceted, but one key factor is the impact of racial appeals to white voters.

Tokeshi's research examines the campaigns of every Black challenger for these offices from 2000 through 2020 and highlights the significant effects of racial appeals to white voters. Black candidates consistently face more attacks on stereotypically anti-Black themes such as crime, sexual misbehavior, and economic redistribution than comparable white candidates. These attacks diminish their support among the large number of white voters with ambivalent or negative attitudes toward Blacks. Despite these obstacles, Black candidates can in some circumstances mitigate the effects of negative racial messages.

One way that Black candidates can overcome the impact of negative racial messages is by presenting a compelling vision for the future. Black candidates can use their platforms to highlight their unique perspectives and experiences and to propose policies that address the needs and concerns of Black communities. By presenting a clear and compelling vision, Black candidates can build support among white voters who may be skeptical of their ability to govern effectively.

Another way that Black candidates can overcome the impact of negative racial messages is by building strong grassroots support. Black candidates can engage with their communities and build a network of supporters who are committed to their campaign. By building a strong grassroots base, Black candidates can increase their chances of winning elections and of being able to implement their policies once in office.

Campaigning While Black provides valuable new evidence on the racial dynamics that shape electoral politics in the United States. The book exposes the unique obstacles facing Black candidates and highlights ways that these barriers can be overcome. By presenting a compelling vision for the future and building strong grassroots support, Black candidates can increase their chances of winning elections and of being able to implement their policies once in office.

In conclusion, 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. The reasons for this disparity are complex and multifaceted, but one key factor is the impact of racial appeals to white voters. By presenting a compelling vision for the future and building strong grassroots support, Black candidates can increase their chances of winning elections and of being able to implement their policies once in office. Campaigning While Black provides valuable new evidence on the racial dynamics that shape electoral politics in the United States and highlights ways that these barriers can be overcome.

Weight: 442g
Dimension: 150 x 230 x 20 (mm)
ISBN-13: 9780231209274