The Talk of the Party: Political Labels, Symbolic Capital, and American Life / Edition 1

by Sharon E. Jarvis

Overview

How did "liberal" become a dirty word in American politics? How did "compassionate conservative" become a viable campaign theme? When did the "independent voter" become the most sought-after prize in modern campaigns? And why haven't "third-party candidates" enjoyed similar acclaim? The Talk of the Party listens to how the language of partisanship—including words like Democrat, Republican, party, liberal, conservative, and independent—has been used over the past fifty years and how it has created or limited political opportunities. Listening to the talk of the party can teach valuable lessons about campaigns, opportunities for public life, and the future of these American institutions.

Product Details

ISBN-13:	9780742538573
Publisher:	Rowman & Littlefield Publishers, Inc.
Publication date:	07/07/2005
Series:	Communication, Media, and Politics
Edition description:	New Edition
Pages:	304
Product dimensions:	6.62(w) x 8.88(h) x 0.62(d)

About the Author

Sharon E. Jarvis is assistant professor of communication studies and associate director of the Annette Strauss Institute for Civic Participation at the University of Texas at Austin.

Table of Contents

Chapter 1 Introduction: Parties and Power Chapter 2 1 Political Branding, 1948–2004 Chapter 3 2 What Are Parties Worth? Chapter 4 3 The Enduring Party Chapter 5 4 The Evolving Party Chapter 6 5 The Conflicted Party Chapter 7 6 The Two Major Parties and Everyone Else Chapter 8 7 Brand Dominance: Consistency Prevails

Editorial Reviews

This book provides a much-needed dissection of critical markers of partisanship in campaign discourse and discussions of governance over the last fifty years. It is the perfect complement to recent and more long-standing efforts to map the linguistic terrain of politics by scholars such as George Lakoff and Murray Edelman. This volume will be of interest to students and scholars, politicians and pundits, offering new insights in the dynamics that have shaped the current language of politics. Jarvis paints a vivid portrait of how terms such as 'liberal' have come under attack, whereas critiques of 'conservative' have been forestalled. This is an important book for anyone interested in understanding political discourse in the twentieth century and beyond.

Dhavan V. Shah

For scholars interested in parties, campaigns, and political communications, this is an important book. Jarvis presents thoughtful ideas on the history and evolution of party labels and on how elites use these names in symbolic ways. This book is a readable and up-to-date account of how parties structure civic life in the United States.

Political Science Quarterly

This book offers a rich store of detail about the way parties are portrayed by the managers of political discourse and how those portrayals have changed over time. Scholars of discourse, political or otherwise, will find an excellent example of a well-executed analysis of political text and the process of branding.

Perspectives on Politics

Take six words, four sets of political elite voices, three types of political messages, two major political parties, and a group of independent voters, then apply a methodology that mixes them up with questions rising out of communication, political science, linguistic, and marketing theories, and you have a recipe that produces new explanations for the ebb and flow of American political parties' fortunes for the past 50 years. Sharon Jarvis's The Talk of the Party uses analysis of past political talk—and its influence on the public's perceptions of parties and their candidates—to project how technology and traditional communication channels will impact party messages, perceptions, and outcomes in the future. As with all good research, Jarvis leaves us with new questions as well as new insights. This book will find its way into a variety of political communication and political science courses and will be quoted by scholars who study political discourse.

Diana Bartelli Carlin

This book provides a much-needed dissection of critical markers of partisanship in campaign discourse and discussions of governance over the last fifty years. It is the perfect complement to recent and more long-standing efforts to map the linguistic terrain of politics by scholars such as George Lakoff and Murray Edelman. This volume will be of interest to students and scholars, politicians and pundits, offering new insights in the dynamics that have shaped the current language of politics. Jarvis paints a vivid portrait of how terms such as 'liberal' have come under attack, whereas critiques of 'conservative' have been forestalled. This is an important book for anyone interested in understanding political discourse in the twentieth century and beyond.--Dhavan V. Shah, University of Wisconsin, Madison

Take six words, four sets of political elite voices, three types of political messages, two major political parties, and a group of independent voters, then apply a methodology that mixes them up with questions rising out of communication, political science, linguistic, and marketing theories, and you have a recipe that produces new explanations for the ebb and flow of American political parties' fortunes for the past 50 years. Sharon Jarvis's The Talk of the Party uses analysis of past political talk--and its influence on the public's perceptions of parties and their candidates--to project how technology and traditional communication channels will impact party messages, perceptions, and outcomes in the future. As with all good research, Jarvis leaves us with new questions as well as new insights. This book will find its way into a variety of political communication and political science courses and will be quoted by scholars who study political discourse.--Diana Bartelli Carlin

For scholars interested in parties, campaigns, and political communications, this is an important book. Jarvis presents thoughtful ideas on the history and evolution of party labels and on how elites use these names in symbolic ways. This book is a readable and up-to-date account of how parties structure civic life in the United States.--Political Science Quarterly

From the Publisher

This book offers a rich store of detail about the way parties are portrayed by the managers of political discourse and how those portrayals have changed over time. Scholars of discourse, political or otherwise, will find an excellent example of a well-executed analysis of political text and the process of branding.

Perspectives On Politics