LEADER 06199oam 22009734a 450 001 9910573821603321 005 20230621140810.0 010 $a0-7006-3342-1 035 $a(CKB)5580000000335770 035 $a(OCoLC)1328035951 035 $a(MdBmJHUP)musev2_101233 035 $a(oapen)https://directory.doabooks.org/handle/20.500.12854/83972 035 $a(MiAaPQ)EBC7247090 035 $a(Au-PeEL)EBL7247090 035 $a(EXLCZ)995580000000335770 100 $a20220610d2022 uy 0 101 0 $aeng 135 $aur|||||||nn|n 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 10$aEmpire of Direct Mail : $eHow Conservative Marketing Persuaded Voters and Transformed the Grassroots / $fTakahito Moriyama 205 $a1st ed. 210 $cUniversity Press of Kansas$d2022 210 1$aLawrence, Kansas :$cUniversity Press of Kansas,$d[2022] 210 4$dİ[2022] 215 $a1 online resource (1 online resource) 311 $a0-7006-3341-3 327 $aThe 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. 330 $a"The rapid growth of the conservative movement has long fascinated historians, many of whom have focused on the grassroots efforts in the Sunbelt. Takahito Moriyama examines how conservative operatives got their message out to their supporters through computerized direct mail, a significant but understudied communication technology. The story centers on Richard Viguerie, a pioneer of political direct mail who was known as the "Funding Father" of the conservative movement. His consulting firm established a database of conservative prospects and sent millions of letters. By the 1970s, Viguerie emerged as the central fundraiser in conservative politics, financing right-wing organizations and politicians, such as George Wallace, Jesse Helms, and Ronald Reagan. Moriyama shows that the rise of right-wing direct mail communication in the postwar years coincided with a new strategy: the use of this new technology to stoke negative emotions, such as fury and fear, among the letter recipients. Conservative operatives learned that playing on these emotions was the best way to persuade individuals to take action. Before talk radio, Fox News, Twitter, and Cambridge Analytica, conservatives used direct mail to spread messages of anxiety and anger to raise funds and mobilize the grassroots. Through extensive archival research of fundraising activities in the conservative movement and key elections from 1950 to 1980, Empire of Direct Mail offers a political history of the role of communication technology in the development of modern conservatism in the United States"--$cProvided by publisher 606 $aPolitics and government$2fast$3(OCoLC)fst01919741 606 $aPolitical consultants$2fast$3(OCoLC)fst01069231 606 $aDirect-mail fund raising$2fast$3(OCoLC)fst00894568 606 $aConservatism$2fast$3(OCoLC)fst00875582 606 $aCampaign literature$2fast$3(OCoLC)fst00844865 606 $aAdvertising, Political$2fast$3(OCoLC)fst00797961 606 $aAdvertising, Direct-mail$2fast$3(OCoLC)fst00797916 606 $aPOLITICAL SCIENCE$xPolitical Process$xElections$2bisacsh 606 $aConseillers politiques$zE?tats-Unis$3(CaQQLa)201-0235800 606 $aConservatisme$3(CaQQLa)201-0033181$zE?tats-Unis$3(CaQQLa)201-0407727$xHistoire$3(CaQQLa)201-0378892$y20e siecle$3(CaQQLa)201-0378892 606 $aCampagnes electorales$3(CaQQLa)201-0101776$xDocumentation$3(CaQQLa)201-0101776$zE?tats-Unis$3(CaQQLa)201-0407727$xHistoire$3(CaQQLa)201-0378892$y20e siecle$3(CaQQLa)201-0378892 606 $aCollecte de fonds par la poste$3(CaQQLa)201-0183738$zE?tats-Unis$3(CaQQLa)201-0407727$xHistoire$3(CaQQLa)201-0378892$y20e siecle$3(CaQQLa)201-0378892 606 $aPublicite directe$3(CaQQLa)201-0018761$zE?tats-Unis$3(CaQQLa)201-0407727$xHistoire$3(CaQQLa)201-0378892$y20e siecle$3(CaQQLa)201-0378892 606 $aPublicite politique$3(CaQQLa)201-0028794$zE?tats-Unis$3(CaQQLa)201-0407727$xHistoire$3(CaQQLa)201-0378892$y20e siecle$3(CaQQLa)201-0378892 606 $aPolitical consultants$zUnited States 606 $aConservatism$zUnited States$xHistory$y20th century 606 $aCampaign literature$zUnited States$xHistory$y20th century 606 $aDirect-mail fund raising$zUnited States$xHistory$y20th century 606 $aAdvertising, Direct-mail$zUnited States$xHistory$y20th century 606 $aAdvertising, Political$zUnited States$xHistory$y20th century 607 $aUnited States$2fast 607 $aE?tats-Unis$xPolitique et gouvernement$y1945-1989 607 $aUnited States$xPolitics and government$y1945-1989 608 $aHistory. 608 $aElectronic books. 610 $adirect mail;media;advertising;New York;conservatism;the New Right;Richard Viguerie;Paul Weyrich;George Wallace;Ronald Reagan 615 7$aPolitics and government. 615 7$aPolitical consultants. 615 7$aDirect-mail fund raising. 615 7$aConservatism. 615 7$aCampaign literature. 615 7$aAdvertising, Political. 615 7$aAdvertising, Direct-mail. 615 7$aPOLITICAL SCIENCE$xPolitical Process$xElections. 615 6$aConseillers politiques 615 6$aConservatisme$xHistoire 615 6$aCampagnes electorales$xDocumentation$xHistoire 615 6$aCollecte de fonds par la poste$xHistoire 615 6$aPublicite directe$xHistoire 615 6$aPublicite politique$xHistoire 615 0$aPolitical consultants 615 0$aConservatism$xHistory 615 0$aCampaign literature$xHistory 615 0$aDirect-mail fund raising$xHistory 615 0$aAdvertising, Direct-mail$xHistory 615 0$aAdvertising, Political$xHistory 676 $a324.7/30973 700 $aMoriyama$b Takahito$01251862 801 0$bMdBmJHUP 801 1$bMdBmJHUP 906 $aBOOK 912 $a9910573821603321 996 $aEmpire of Direct Mail$92901724 997 $aUNINA