Angie Maxwell is co-author of The Long Southern Strategy: How Chasing White Voters in the South Changed American Politics.From her Salon interview with Paul Rosenberg:
First I want to ask about the need to understand the Southern strategy as something long-term and continuing or evolving, not just a one-time event.--Marshal Zeringue
In short, with the Southern strategy, the story we tell is that after the Civil Rights Act, first Barry Goldwater and then Richard Nixon really played to white racial angst, and the South flipped to red. But when you start looking at not just the electoral map, but voting trends, the South goes pretty heavily back to Jimmy Carter in 1976. And most Southern politicians don't change their party IDs during that period of time. You see from archival work and other scholarship how worried the GOP was post-Watergate that the inroads they made in the South they were going to lose. And sure enough, they do.
Now, if they were so adamant on a backlash to civil rights, then why pick Carter? But there this notion that Carter's one of them — he shares their Southern identity, they understand him, he’s a born-again Christian. So the South kind of goes back [to the Democrats]. Then the Reagan folks in 1980 dropped the Equal Rights Amendment from their platform. This to me is the bridge. In 1980, the Republicans are trying again to win those Southern voters back, because they’ve really based their electoral map on that. They took that fork in the road in the late '60s, and it's kind of hard, once you set your strategy, to say, "Oh, let's just pick a new one." So they dropped the ERA.
This was a radical thing to do because the Equal Rights Amendment — and second-wave feminism in general — was a completely bipartisan effort. There were legions of Republican women feminists. In fact, they were some of the leaders in the movement. At the 1977 National Women's Convention, the only national women's convention we've ever had, every living first lady of both parties was there.. All the major congresswomen from both parties were there. What happened then was Phyllis Schlafly's effort — she had written the book [A Choice, Not An Echo] that kind of inspired Goldwater to run years before — she started an anti-feminism counter rally, also in Houston, and had massive attendance at that, and their slogan was "family values."
The GOP took notice....[read on]