06199oam 22009734a 450 991057382160332120230621140810.00-7006-3342-1(CKB)5580000000335770(OCoLC)1328035951(MdBmJHUP)musev2_101233(oapen)https://directory.doabooks.org/handle/20.500.12854/83972(MiAaPQ)EBC7247090(Au-PeEL)EBL7247090(EXLCZ)99558000000033577020220610d2022 uy 0engur|||||||nn|ntxtrdacontentcrdamediacrrdacarrierEmpire of Direct Mail : How Conservative Marketing Persuaded Voters and Transformed the Grassroots / Takahito Moriyama1st ed.University Press of Kansas2022Lawrence, Kansas :University Press of Kansas,[2022]©[2022]1 online resource (1 online resource)0-7006-3341-3 The rise of political consultants -- The development of political direct mail -- The presidential election of 1964 -- After Goldwater -- Debates over campaign finance reform -- The formation of the New Right."The rapid growth of the conservative movement has long fascinated historians, many of whom have focused on the grassroots efforts in the Sunbelt. Takahito Moriyama examines how conservative operatives got their message out to their supporters through computerized direct mail, a significant but understudied communication technology. The story centers on Richard Viguerie, a pioneer of political direct mail who was known as the "Funding Father" of the conservative movement. His consulting firm established a database of conservative prospects and sent millions of letters. By the 1970s, Viguerie emerged as the central fundraiser in conservative politics, financing right-wing organizations and politicians, such as George Wallace, Jesse Helms, and Ronald Reagan. Moriyama shows that the rise of right-wing direct mail communication in the postwar years coincided with a new strategy: the use of this new technology to stoke negative emotions, such as fury and fear, among the letter recipients. Conservative operatives learned that playing on these emotions was the best way to persuade individuals to take action. Before talk radio, Fox News, Twitter, and Cambridge Analytica, conservatives used direct mail to spread messages of anxiety and anger to raise funds and mobilize the grassroots. Through extensive archival research of fundraising activities in the conservative movement and key elections from 1950 to 1980, Empire of Direct Mail offers a political history of the role of communication technology in the development of modern conservatism in the United States"--Provided by publisherPolitics and governmentfast(OCoLC)fst01919741Political consultantsfast(OCoLC)fst01069231Direct-mail fund raisingfast(OCoLC)fst00894568Conservatismfast(OCoLC)fst00875582Campaign literaturefast(OCoLC)fst00844865Advertising, Politicalfast(OCoLC)fst00797961Advertising, Direct-mailfast(OCoLC)fst00797916POLITICAL SCIENCEPolitical ProcessElectionsbisacshConseillers politiquesÉtats-Unis(CaQQLa)201-0235800Conservatisme(CaQQLa)201-0033181États-Unis(CaQQLa)201-0407727Histoire(CaQQLa)201-037889220e siecle(CaQQLa)201-0378892Campagnes electorales(CaQQLa)201-0101776Documentation(CaQQLa)201-0101776États-Unis(CaQQLa)201-0407727Histoire(CaQQLa)201-037889220e siecle(CaQQLa)201-0378892Collecte de fonds par la poste(CaQQLa)201-0183738États-Unis(CaQQLa)201-0407727Histoire(CaQQLa)201-037889220e siecle(CaQQLa)201-0378892Publicite directe(CaQQLa)201-0018761États-Unis(CaQQLa)201-0407727Histoire(CaQQLa)201-037889220e siecle(CaQQLa)201-0378892Publicite politique(CaQQLa)201-0028794États-Unis(CaQQLa)201-0407727Histoire(CaQQLa)201-037889220e siecle(CaQQLa)201-0378892Political consultantsUnited StatesConservatismUnited StatesHistory20th centuryCampaign literatureUnited StatesHistory20th centuryDirect-mail fund raisingUnited StatesHistory20th centuryAdvertising, Direct-mailUnited StatesHistory20th centuryAdvertising, PoliticalUnited StatesHistory20th centuryUnited StatesfastÉtats-UnisPolitique et gouvernement1945-1989United StatesPolitics and government1945-1989History.Electronic books. direct mail;media;advertising;New York;conservatism;the New Right;Richard Viguerie;Paul Weyrich;George Wallace;Ronald ReaganPolitics and government.Political consultants.Direct-mail fund raising.Conservatism.Campaign literature.Advertising, Political.Advertising, Direct-mail.POLITICAL SCIENCEPolitical ProcessElections.Conseillers politiquesConservatismeHistoireCampagnes electoralesDocumentationHistoireCollecte de fonds par la posteHistoirePublicite directeHistoirePublicite politiqueHistoirePolitical consultantsConservatismHistoryCampaign literatureHistoryDirect-mail fund raisingHistoryAdvertising, Direct-mailHistoryAdvertising, PoliticalHistory324.7/30973Moriyama Takahito1251862MdBmJHUPMdBmJHUPBOOK9910573821603321Empire of Direct Mail2901724UNINA