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From the start of Barack Obama's presidency in 2009, conservative populist groups began fomenting political fractiousness, dissent, and surprising electoral success. The Tea Party was one of the major characters driving this story. But, as Khadijah Costley White argues in this book, the Tea Party's ascent to major political phenomenon can be attributed to the way in which partisan and non-partisan news outlets "branded" the Party as a pot-stirrer in political
conflicts over race, class, and gender. In other words, the news media played a major role in developing, cultivating, and promoting populism's brand, particularly within the news spaces of commentary and
opinion. Through the language of political marketing, branding, and promotion, the news media not only reported on the Tea Party, but also acted as its political strategist and brand consultant. Moreover, the conservative press acted more as a political party than a news medium, deliberately promoting the Tea Party, and aiding in organizing, headlining, and galvanizing a conservative political base around specific Tea Party candidates, values, and events. In a media environment in which
everyone has the opportunity to tune out, tune in, and speak back, The Branding of Right-Wing Activism ultimately shows that distinctions between citizens, journalists, activists, politicians, celebrities,
and consumers are more symbolic than concrete.
From the start of Barack Obama's presidency in 2009, conservative populist groups began fomenting political fractiousness, dissent, and surprising electoral success. The Tea Party was one of the major characters driving this story. But, as Khadijah Costley White argues in this book, the Tea Party's ascent to major political phenomenon can be attributed to the way in which partisan and non-partisan news outlets "branded" the Party as a pot-stirrer in political
conflicts over race, class, and gender. In other words, the news media played a major role in developing, cultivating, and promoting populism's brand, particularly within the news spaces of commentary and
opinion. Through the language of political marketing, branding, and promotion, the news media not only reported on the Tea Party, but also acted as its political strategist and brand consultant. Moreover, the conservative press acted more as a political party than a news medium, deliberately promoting the Tea Party, and aiding in organizing, headlining, and galvanizing a conservative political base around specific Tea Party candidates, values, and events. In a media environment in which
everyone has the opportunity to tune out, tune in, and speak back, The Branding of Right-Wing Activism ultimately shows that distinctions between citizens, journalists, activists, politicians, celebrities,
and consumers are more symbolic than concrete.
Headphone Culture: A Preface
Acknowledgments
Chapter One: Welcome to the Party
Chapter Two: The Tea Party as Brand
Chapter Three: Rebranding Political Conservatism Through Race,
Gender, and Class
Chapter Four: Reading the Tea Leaves-The News about the News
Conclusion: Boundaries Blurred
Appendix: Sources and Methodology
Notes
Index
Khadijah Costley White is Assistant Professor of Journalism and Media Studies at Rutgers University. She has written for The Atlantic, The New York Times, The Root, Huffington Post, BBC, The Philadelphia Inquirer, The Los Angeles Times, Quartz, Gizmodo, and Buzzfeed.
"[This book] deserve[s] the attention of political communication
scholars as well as anyone struggling to make sense of the past few
years in U.S. national politics." -- Justin H. Gross, University of
Massachusetts, American Politics
"The Brandig of Right-Wing Activism makes a vital and urgent
contribution to scholarship on the American Right." -- Paul Elliott
Johnon, University of Pittsburgh, International Journal of
Communication
"Finally, a thoughtful and reflective account of the ways in which
the mainstream media played an important role--unwittingly or
not--in the astonishing rise of Donald Trump and the confusing fog
of fake news and 'alternative' facts." -- Ken Burns, filmmaker
"This book is essential reading for anyone interested in politics,
and anyone reconciling the 2010 political climate and the rise of
the Tea Party to the present day American politics norm. Khadijah
Costley White helps us to better understand the Tea Party, Donald
Trump, the 'alt-right' and the modern day Republican Party. This
book contributes to the literature on how the media moves forward
in the era of Fake News, where right-wing bloggers are
considered
journalists, mainstream journalism is called fake and the first
amendment is under constant attack. The books helps us remember and
decode what we have to go through in the next media era." --
Karine
Jean-Pierre, Deputy Battleground States Director, 2012 Obama
campaign
"This book comes at an urgent moment, and we are so fortunate to
have White as an expert guide, mapping this complex cultural
terrain, reminding us that in order to be a viable political
presence in contemporary US culture, one must craft a successful
political brand."-Sarah Banet-Weiser, Professor, London School of
Economics and Political Science
"Recommended." -- CHOICE
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