The Nixon Effect

The Nixon Effect
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The Nixon Effect examines the 37th president’s political legacy in broad-ranging ways that make clear, for the first time, the breadth and duration of his influence on American political life. The book argues that Nixon is the key political figure in postwar American politics in multiple ways, some barely acknowledged until now. His legacy includes a generational shift in the ideological orientations of both the Republican and Democratic parties; the Nixon influence, both intentional and unintentional, was to push both parties further out to their ideological poles. So stark was Nixon’s influence on party identities that it shaped the hardened partisan polarization in Washington today and the evolution of what has come to be called Red and Blue America.Stemming in part from this, and also from Nixon’s scorched-earth political warfare and eventually his Watergate scandal, we have also seen the evolution of politics as war, where adversaries and ideological opponents are seen as evil or unpatriotic. Finally, Nixon’s pioneering tactics—from the identification of the Silent Majority to the Southern Strategy, from “triangulating” between both parties and claiming the political center to launching the culture war with attacks on “elites” in media, academia, and the courts—have shaped political communications and strategy ever since.Other books have argued for Nixon’s importance, but Douglas E. Schoen’s is the first to take into account the full range of this fascinating man’s influence. While not discounting Nixon’s many misdeeds, Schoen treats his presidency and its importance with the seriousness—and evenhandedness—that the subject deserves.

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Douglas E. Schoen. The Nixon Effect

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Introduction Walking in Nixon’s Shadow

SECTION I

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The town halls’ influence on political communications strategies and tactics remains foundational to this day. Staged political events have become so routine that the authenticity of any seemingly spontaneous incident is immediately questioned. (The presidential “town hall” debate, a staple of the debate season during recent election cycles, often provokes accusations on both sides about questions being “planted” by attendees who may be secretly working for one of the campaigns.)

The Nixon communication team’s true genius, though, was for televised campaign ads, in which they made heavy use of attacks on Democrats. The 1968 Nixon campaign broke new ground for negative campaigning, elevating the art of political attack to a new level. Nixon’s ads often featured ominous voice-overs and music set against images of the unrest around the country, a subject with which Americans had become all too familiar. In the most memorable ad, directed by filmmaker Eugene Jones, a montage of still photographs showing scenes of unrest was accompanied by angry, disturbing music. The ads tapped into Americans’ sense that the country was plunging into chaos.24 Even viewed today, the ads retain their power and sophistication.

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