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.

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.

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.

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.

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.

This book provides a comprehensive assessment of how well our educational system—from kindergarten through college—serves disadvantaged minority students, and offers a wealth of ideas for strengthening the entire educational pipeline. In twenty original chapters by the country's best thinkers in educational policy throughout the K—16 system, the book presents a holistic, highly coordinated, systemwide approach to improving the education of minority students.

Contrary to those who argue that demographics are political destiny, social trends are transforming identity categories of race, gender, and youth - all of which provide rich opportunities for Republicans to create a new majority. To accomplish this, Republicans will need imagination and political acumen if they are to win over those constituencies that have become the base of the Democratic Party: minorities, young women, and millennials. Behind the reality of current voting patterns, which without doubt presents a gloomy future for the Republican Party, social trends and a deeper analysis of political attitudes reveal there is much room for Republican optimism. In this critical, data-driven book, Future Right, Donald Critchlow explores strategies for the right that will help them succeed where Democrats are floundering: how to speak to the new population of a rising and successful minority class and how to reform the salacious alliance between the government and the one percent. It is time for Republicans to adapt to societal trends for the creation of a new, transformative politics that will not only help them win the future elections, but revive a system long overrun by outmoded, top-heavy politics.