In November of 1968, Richard Nixon became only the second
Republican in four decades to win control of the Executive Office.
For helpful comments, we would like
to thank Shana Bass, Michael Brown, Scott James, David Mayhew,
Corey Robin, Joel Silbey, Pam Singh, Stephen Skowronek, Tom Sugrue,
Rick Valelly, and the anonymous reviewers for Studies in American
Political Development. Unlike the administration of his
party's predecessor, Dwight Eisenhower, Nixon's
presidency would ultimately display a willingness to aggressively
confront the then-dominant New Deal order of the Democratic party
and, in the process, attempt to forge a new electoral majority. In
many ways, Nixon's efforts were shaped by historical and
institutional circumstances. The civil rights movement of the early
1960s had successfully pushed Democratic party leaders to take
legislative action against racial discrimination in the southern
United States, effectively shattering their party's century-
old alliance with white segregationists in the region. Meanwhile,
efforts by the Supreme Court and Democratic legislators to provide
substantive civil rights in areas of the country outside of the South
strained their party's relationship with urban and blue-collar
white-ethnic voters.See Thomas J.
Sugrue, The Origins of the Urban Crisis: Race and Inequality in
Postwar Detroit (Princeton: Princeton University Press, 1996),
esp. chap. 8; and Jonathan Rieder, Canarsie: The Jews and Italians
of Brooklyn Against Liberalism (Cambridge: Harvard University
Press, 1985). Nixon courted these disaffected Democrats in
the 1968 campaign through both the “Southern Strategy”
and appeals to the so-called “Silent Majority,” a symbolic
reference meant to contrast his supporters from the civil rights
activists “blamed” for disrupting more traditional ways
of life.