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How did Ronald Reagan go from being a Hollywood actor to one of the most formidable campaigners in American history? Before 1966, the idea of Reagan in politics provoked widespread scorn. To most people, he seemed a has-been actor, a right-wing extremist and a ‘dunce’. Journalists therefore ridiculed his aspirations to be governor of California. No one, however, doubted his incredible ability to communicate with a crowd. In order to succeed in his campaign, Reagan had to be packaged as an outsider – an antidote to politics as usual. A highly sophisticated team of marketers and ad-men turned the scary right-winger into a harmless moderate who could attract supporters from across the political spectrum. Researchers meanwhile provided the coaching that allowed Reagan to seem well-informed – all of which led to Reagan winning the California governorship by a landslide. Gerard DeGroot here explores how, in the decade of consumerism, Reagan was marketed as a product. While there is no doubting his natural abilities as a campaigner, Reagan won in 1966 because his team of advisers understood how to sell their candidate, and he, wisely, allowed himself to be sold. Selling Ronald Reagan tells the story of Reagan’s first election, when the nature of campaigning was forever altered and a titan of modern American history emerged.
- Sales Rank: #2838220 in Books
- Published on: 2015-11-30
- Original language: English
- Number of items: 1
- Dimensions: 8.50" h x 1.00" w x 5.00" l, .0 pounds
- Binding: Hardcover
- 288 pages
About the Author
Born in California, Gerard De Groot is Professor of Modern History at the University of St Andrews. He has written twelve books and dozens of articles on various aspects of 20th Century History. His book on the atom bomb (The Atom Bomb: A Life) was published to considerable acclaim and won the prestigious RUSI Westminster Medal for Military Literature. His iconoclastic history of 1960s, The Sixties Unplugged, won the Ray and Pat Browne Prize for the best single authored book on cultural history. De Groot contributes to national newspapers both in Britain and in the USA, and he has been a regular columnist for Scotland on Sunday amongst others.
Most helpful customer reviews
0 of 0 people found the following review helpful.
A Nice Read
By Andy in Washington
I must admit, I have always liked Ronald Reagan. While I didn’t always agree with the man, I always believed that he was acting from a few simple, core values. In addition, while frequently described as being a rightist, I think Reagan was more pragmatic than that. I don’t know whether you call him a populist, wishy-washy, or just being in touch, but Reagan always seemed to be where his constituents would be in a couple years. Gerard DeGroot takes a shot at explaining the Reagan phenomenon.
=== The Good Stuff ===
* Although his own political views occasionally come out, for the most part, DeGroot is a reasonably impartial observer. He is honest about assessing Reagan’s skills, shortcomings, and how he was packaged and managed by his handlers. Indeed, at times more of the book seems to be about the handlers than about Reagan.
* DeGroot’s analysis reveals some surprising trends. While Reagan is often assumed to be the candidate of big business, his gubernatorial campaigns were mostly financed by small contributors. In many ways, Reagan’s use of media, grass roots organizations, large armies of volunteers and a large following of small contributors resembles the campaign of Barrack Obama. The technology was different, but the organization was very similar.
* The author also captures Reagan’s ability to appeal to the common man. Half the fun of the book is watching the conflict between the amateur Reagan and the professional PR and political consultants over how best to present the candidate. While Reagan did take direction and relied on professional advice, he also had a habit of doing things his own way…and being proven correct. It must have driven the professionals nuts.
* The book is well referenced and has a complete bibliography so most of DeGroot’s facts can be traced to an original source. And while I don’t always agree with his analysis, it is well reasoned and consistent with the facts.
=== The Not-So-Good Stuff ===
* At times the book can get a little dry and repetitive. The section on Reagan, Pat Brown and the unrest at the University of California seemed to drag on for page after page when the point was obvious rather quickly. In addition, a fair amount of text was devoted to the claims and counterclaims from Reagan’s consultants over who was most responsible for his success. It got old after a while.
* The book’s scope is only the California gubernatorial campaign, and does not touch on Reagan’s later presidential campaigns. I appreciate the author’s intent to only discuss the earlier campaign, but I was left wanting more.
=== Summary ===
* I found the book to be fascinating, although it occasionally got a bit carried away with details. It was a great look at how Reagan went from being an babe-in-the-woods about political campaigns to one of the great masters. Granted, Reagan had some innate talents, but he was also a quick study and learn his lessons well.
Any political fan, regardless of your own viewpoints, would probably enjoy the book. The story is interesting in itself, and it is amazing how many of Obama’s “revolutionary” techniques were pioneered by Reagan.
=== Disclaimer ===
I was able to read an advance copy through the courtesy of the publisher and NetGalley.
0 of 0 people found the following review helpful.
Solid Research, Defeated
By James Bojaciuk
I once wrote "Great biography can only issue from two people: the clear-headed honesty of the admirer (Edmund Morris' Theodore Roosevelt biography trilogy is a great example of this), or from the unclouded hatred of a detractor (any Hitler biography worth the paper it is written on)."
DeGroot has given me reason to revise, however. "Great biography can only come from two pens: the clear-headed honesty of the admirer, or from the reasonable hatred of a detractor."
DeGroot is certainly an unclouded detractor--but he is also an unreasonable one.
His research is solid. The quotes selected, from Reagan and his associates, are illuminating. Thankfully, the quotes often fill the majority of each page. "Thankfully," because: DeGroot's analysis is not worth the paper and ink. He often summarizes what he had quoted in the previous sentence, leaving it there. When he doesn't simply summarize, however...
School-yard insults rule. Reagan may not have been the best actor, but we hardly need reminded he was "mediocre" every time his acting days are mentioned. Whenever Reagan's intelligence arises, DeGroot finds some quote dismissing any potential intellect, as though the mere fact his statement is a quote is enough of a wall to hide DeGroot's opinion. These are standard enough insults. Lazy biographers aim them at any subject. Any lesser biography of any man or woman are filled with snide remarks.
But then DeGroot does one better. He mocks Reagan's Alzheimer's. "Reagan would later be famous for what he forgot" (12). Come now, DeGroot. Surely you could hold back your dislike for the man enough to keep from insulting the man for a disease he could not control?
Add to this fuzzy, unclear definitions for "conservative" that change depending on the point or insult DeGroot wants to make, and you have a mess where any good faith commentary he strives to make ends up being a non-starter. When DeGroot writes the word "conservative" does he mean: A) "someone opposed to change," B) "someone who puts the common people first," C) "someone who puts the elite first," D) "someone against social progress," E) "someone for social progress," or F) "someone knowingly or unknowingly supporting big business over big government"? DeGroot tries to clarify terms on p. 13-15, but muddies the waters thoroughly. Any time he uses the word "conservative" through the rest of the book, it's an open question which concept he's referring to.
In the end--DeGroot's research is solid enough and covers a relatively unexplored area of Ronald Reagan's life.
But his commentary is crass, and his analysis weak. Wait for a better scholar to cover the gubernatorial election.
Not recommended.
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