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.
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.
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