The Talk of the Party Political Labels,

The Talk of the Party listens to how the language of partisanship-including words like Democrat, Republican, party, liberal, conservative, and independent-has been used over the past fifty years and how it has created or limited political opportunities. Listening to the talk of the party can teach valuable lessons about campaigns, opportunities for public life, and the future of these American institutions.

Sharon E. Jarvis is assistant professor of communication studies and associate director of the Annette Strauss Institute for Civic Participation at the University of Texas at Austin.

Figures and Tables

vii

Acknowledgments

ix

Introduction: Parties and Power

1

(6)

Political Branding, 1948--2004

7

(34)

What Are Parties Worth?

41

(24)

The Enduring Party

65

(28)

The Evolving Party

93

(36)

The Conflicted Party

129

(30)

The Two Major Parties and Everyone Else

159

(36)

Brand Dominance: Consistency Prevails

195

(32)

Methodological Appendix

227

(22)

Bibliography

249

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The Talk of the Party Political Labels, Symbolic Capital, and American Life

Summary

Author Biography

Table of Contents

Supplemental Materials