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Today, diversity is the default, not the exception. "Minorities" are already the majority in some of the biggest cities in the United States, and demographers predict that the same will be true of the country as a whole before 2050. Yet companies continue to address the "general market" as a separate audience from ethnic consumers, rather than acknowledging that the new mainstream is itself multicultural. In addition, many who do target multicultural audiences still employ ad strategies that rely heavily on stereotypes and fail to resonate with minority communities. Here, David Burgos and Ola Mobolade look at the changed marketplace revealed in the new 2010 Census data, and show marketers how to develop integrated campaigns that effectively reach these culturally diverse consumer populations. Drawing on interviews with industry leaders and Millward Brown's vast database of consumer research, this book will be a roadmap to the opportunities and challenges of marketing to the new mainstream in a way that feels natural, respectful, and inclusive.
In recent years historians have paid substantial attention to the origins of modern political conservatism and the record of the Nixon administration in building a Republican majority in the late twentieth century. In Richard Nixon and the Quest for a New Majority, Robert Mason analyzes Nixon's response to the developing conservative climate and challenges revisionist claims about the activist nature of the Nixon administration. Nixon was an activist in intent, Mason contends, but not in deed. Nixon's "silent majority" speech of 1969 not only undermined the growth of the antiwar movement, Mason shows, but also identified a constituency for Nixon to cultivate in order to secure reelection. However, the implementation of his new-majority project was hindered by the resort to dirty tricks against political opponents and the ineffectual pursuit of a policy agenda. Although some Nixon initiatives were enacted, says Mason, they were not substantial enough to rival the Democrats' bread-and-butter issues. While Nixon built Republican strength at the presidential level, Mason argues that he did not succeed in mobilizing popular support for broad-based political conservatism.
ONE OF THE ECONOMIST'S BEST BOOKS OF THE YEAR AND A WINNER OF THE WASHINGTON MONTHLY'S ANNUAL POLITICAL BOOK AWARD Political experts John B. Judis and Ruy Teixeira convincingly use hard data -- demographic, geographic, economic, and political -- to forecast the dawn of a new progressive era. In the 1960s, Kevin Phillips, battling conventional wisdom, correctly foretold the dawn of a new conservative era. His book, The Emerging Republican Majority, became an indispensable guide for all those attempting to understand political change through the 1970s and 1980s. At the beginning of the twenty-first century, with the country in Republican hands, The Emerging Democratic Majority is the indispensable guide to this era. In five well-researched chapters and a new afterword covering the 2002 elections, Judis and Teixeira show how the most dynamic and fastest-growing areas of the country are cultivating a new wave of Democratic voters who embrace what the authors call "progressive centrism" and take umbrage at Republican demands to privatize social security, ban abortion, and cut back environmental regulations. As the GOP continues to be dominated by neoconservatives, the religious right, and corporate influence, this is an essential volume for all those discontented with their narrow agenda -- and a clarion call for a new political order.
One of the most important and controversial books in modern American politics, The Emerging Republican Majority (1969) explained how Richard Nixon won the White House in 1968—and why the Republicans would go on to dominate presidential politics for the next quarter century. Rightly or wrongly, the book has widely been seen as a blueprint for how Republicans, using the so-called Southern Strategy, could build a durable winning coalition in presidential elections. Certainly, Nixon's election marked the end of a "New Deal Democratic hegemony" and the beginning of a conservative realignment encompassing historically Democratic voters from the South and the Florida-to-California "Sun Belt," in the book’s enduring coinage. In accounting for that shift, Kevin Phillips showed how two decades and more of social and political changes had created enormous opportunities for a resurgent conservative Republican Party. For this new edition, Phillips has written a preface describing his view of the book, its reception, and how its analysis was borne out in subsequent elections. A work whose legacy and influence are still fiercely debated, The Emerging Republican Majority is essential reading for anyone interested in American politics or history.
The New York Times and Washington Post bestseller that sparked a national conversation about America's new progressive, multiracial majority, updated to include data from the 2016 election With a new preface and afterword by the author When it first appeared in the lead-up to the 2016 election, Brown Is the New White helped spark a national discussion of race and electoral politics and the often-misdirected spending priorities of the Democratic party. This "slim yet jam-packed call to action" (Booklist) contained a "detailed, data-driven illustration of the rapidly increasing number of racial minorities in America" (NBC News) and their significance in shaping our political future. Completely revised and updated to address the aftermath of the 2016 election, this first paperback edition of Brown Is the New White doubles down on its original insights. Attacking the "myth of the white swing voter" head-on, Steve Phillips, named one of "America's Top 50 Influencers" by Campaigns & Elections, closely examines 2016 election results against a long backdrop of shifts in the electoral map over the past generation—arguing that, now more than ever, hope for a more progressive political future lies not with increased advertising to middle-of-the-road white voters, but with cultivating America's growing, diverse majority. Emerging as a respected and clear-headed commentator on American politics at a time of pessimism and confusion among Democrats, Phillips offers a stirring answer to anyone who thinks the immediate future holds nothing but Trump and Republican majorities.
Often seen as a political sop to the racial fears of white voters, aggressive policing and draconian sentencing for illegal drug possession and related crimes have led to the imprisonment of millions of African Americans—far in excess of their representation in the population as a whole. Michael Javen Fortner shows in this eye-opening account that these punitive policies also enjoyed the support of many working-class and middle-class blacks, who were angry about decline and disorder in their communities. Black Silent Majority uncovers the role African Americans played in creating today’s system of mass incarceration. Current anti-drug policies are based on a set of controversial laws first adopted in New York in the early 1970s and championed by the state’s Republican governor, Nelson Rockefeller. Fortner traces how many blacks in New York came to believe that the rehabilitation-focused liberal policies of the 1960s had failed. Faced with economic malaise and rising rates of addiction and crime, they blamed addicts and pushers. By 1973, the outcry from grassroots activists and civic leaders in Harlem calling for drastic measures presented Rockefeller with a welcome opportunity to crack down on crime and boost his political career. New York became the first state to mandate long prison sentences for selling or possessing narcotics. Black Silent Majority lays bare the tangled roots of a pernicious system. America’s drug policies, while in part a manifestation of the conservative movement, are also a product of black America’s confrontation with crime and chaos in its own neighborhoods.
President Clinton's brilliant advisor offers a provocative look at the radical new shape of American politics, revealing how today's anger has grown out of the middle class's betrayal by both political parties in the 1960s, 1970s, and 1980s. Charts; graphs; index.
In today's fraught political climate, one thing is indisputable: the dream of the emerging Democratic majority is dead. How did the Democrats, who seemed unstoppable only two short years ago, lose their momentum so quickly, and what does it mean for the future of our two-party system? Here, RealClearPolitics senior analyst Sean Trende explores the underlying weaknesses of the Democratic promise of recent years, and shows how unlikely a new era of liberal values always was as demonstrated by the current backlash against unions and other Democratic pillars. Persuasively arguing that both Republicans and Democrats are failing to connect with the real values of the American people - and that long-held theories of cyclical political "realignments" are baseless - Trende shows how elusive a true and lasting majority is in today's climate, how Democrats can make up for the ground they've lost, and how Republicans can regain power and credibility. Trende's surprising insights include: The South didn't shift toward the Republicans because of racism, but because of economics. Barack Obama's 2008 win wasn't grounded in a new, transformative coalition, but in a narrower version of Bill Clinton's coalition. The Latino vote is not a given for the Democrats; as they move up the economic ladder, they will start voting Republican. Even before the recent fights about the public sector, Democratic strongholds like unions were no longer relevant political entities. With important critiques of the possible Republican presidential nominations in 2012, this is a timely, inspiring look at the next era of American politics.