National Party Organizations and Party Brands in American Politics: The Democratic and Republican National Committees, 1912-2016

Boris Heersink's book "National Party Organizations and Party Brands in American Politics" argues that the Democratic and Republican National Committees have a core role of creating national party brands that shape voters' perceptions of their parties' policies and priorities. Heersink's research shows that the DNC and RNC have considerable freedom in determining what type of brands to promote, placing them in the center of major intra-party debates in the twentieth century.

Format: Paperback / softback
Length: 360 pages
Publication date: 23 August 2023
Publisher: Oxford University Press Inc

Scholars have long engaged in a heated debate regarding the role and significance of the Democratic and Republican National Committees (DNC and RNC) in American political development. In his book, "National Party Organizations and Party Brands in American Politics," Boris Heersink identifies a crucial aspect of their function that has previously gone unnoticed: the creation of national party brands. Through extensive historical case studies and quantitative analysis, Heersink compellingly argues that the DNC and RNC have consistently prioritized their role of using publicity to inform voters about their parties' policies and priorities since the early twentieth century. Both committees have invested substantial resources in developing political communication tools aimed at shaping voters' perceptions of their parties. As Heersink demonstrates, the DNC and RNC often possess considerable autonomy in determining the types of brands to promote, placing them at the forefront of significant intra-party debates throughout the twentieth century, including issues such as Prohibition, civil rights, foreign affairs, and economic policy.

This book, characterized by its analytical rigor and comprehensive coverage of US elections between 1912 and 2016, underscores the indispensable role of national party organizations in setting the agenda in American politics. By examining the strategies employed by the DNC and RNC, Heersink sheds light on the mechanisms through which these organizations shape public opinion and influence political outcomes. This insightful work contributes to our understanding of the complex dynamics that shape American politics and offers valuable insights for scholars, policymakers, and political enthusiasts alike.

Weight: 522g
Dimension: 156 x 236 x 23 (mm)
ISBN-13: 9780197695111