“We Either Have a National Party or We Do Not Have,” 1953–1968

Abstract

Abstract This chapter assesses the activities of the Democratic and Republican National Committees during the presidencies of Dwight Eisenhower, John F. Kennedy (JFK), and Lyndon Johnson (LBJ). The chapter shows that during the 1950s, the Democratic National Committee (DNC) changed its electoral strategy from a “unity” approach—focused on downplaying civil rights in the hopes of regaining Southern support—to one of presenting the Democratic Party as a liberal party supporting civil rights, unions, and more active federal government. However, after the 1960 election, the DNC’s role declined—particularly under LBJ, who saw little use in the DNC as a branding organization. In contrast, Eisenhower maintained an active Republican National Committee (RNC) with the hope of rebranding the GOP as a moderate, centrist party. After the 1960 election, conservatives gained control of the RNC and instead used it to promote conservative policies and appeal to White Southern voters. After Barry Goldwater’s dramatic 1964 defeat, moderates regained control of the RNC and again promoted the GOP as a moderate party, while also appealing to Black voters in major cities.