National party organizations and party brands in American politics the Democratic and Republican National Committees, 1912-2016 Democratic and Republican National Committees, 1912-2016 Heersink, Boris 1984- creator author. text bibliography Electronic books. History nyu 2023 2023 monographic eng remote 1 online resource (xvi, 344 pages) : illustrations "National Party Organizations and Party Brands in American Politics reassesses the role and influence of national party organizations in American politics. This book argues that the Democratic and Republican National Committees have particular roles previous scholarship has ignored: party leaders turn to the DNC and RNC after electoral defeats with the goal of using these institutions to reshape their party's brand. Politicians believe such a brand - the basic understanding voters have of what a party stands for - helps mobilize voters and, because of this, care deeply about what kind of party image their national committees promote. Through qualitative case studies covering the history and development of the DNC and RNC between 1912-2016, this book shows that the committees have had major influence on when, and how, parties tried to adjust their positions on important issues such as civil rights, Prohibition, economic policies, and foreign affairs. In addition to the qualitative historical assessments, it also relies on new quantitative data measuring DNC and RNC activity across time on the basis of a content analysis of more than 40,000 New York Times articles covering both committees. These data help illustrate temporal changes in committee activity, often in response to the demands or lack of interest of American presidents serving as party leaders. Combined, National Party Organizations and Party Brands in American Politics showcases the importance of national party organizations in American political development throughout the 20th century and beyond"-- 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. Boris Heersink. Includes bibliographical references and index. n-us--- Democratic National Committee (U.S.) History Republican National Committee (U.S.) History Democratic Party (U.S.) History Republican Party (U.S. : 1854- ) History Democratic National Committee (U.S.) Democratic Party (U.S.) Republican National Committee (U.S.) Republican Party (U.S. : 1854- ) Political party organization United States History United States Politics and government 20th century United States Politics and government 21st century Partis politiques Organisation États-Unis Histoire États-Unis Politique et gouvernement 20e siècle États-Unis Politique et gouvernement 21e siècle Campaigns & Elections Political Process POLITICAL SCIENCE Comparative Politics Developing & Emerging Countries SOCIAL SCIENCE Political party organization Politics and government United States Politics & government Politics and Government 1900-2099 fast JK2316 .H44 2023 324.27309/04 National party organizations and party brands in American politics Heersink, Boris, 1984- New York, NY : Oxford University Press, [2023] (DLC) 2023004934 (OCoLC)1369512938 0197695124 9780197695142 0197695140 9780197695128 9780197695111 9780197695104 2023004935 http://proxy.library.tamu.edu/login?url=https://academic.oup.com/book/46556 DLC 230213 20260318165328.5 in00005698166 eng