The Long Southern Strategy: How Chasing White Voters in the South Changed American Politics, Maxwell Angie, Shields Todd

The Southern Strategy is traditionally understood as a Goldwater and Nixon-era effort by the Republican Party to win over disaffected white voters in the Democratic stronghold of the American South. To realign these voters with the GOP, the party abandoned its past support for civil rights and used
racially coded language to capitalize on southern white racial angst. However, that decision was but one in a series of decisions the GOP made not just on race, but on feminism and religion as well, in what Angie Maxwell and Todd Shields call the Long Southern Strategy.

In the wake of Second-Wave Feminism, the GOP dropped the Equal Rights Amendment from its platform and promoted traditional gender roles in an effort to appeal to anti-feminist white southerners, particularly women. And when the leadership of the Southern Baptist Convention became increasingly
fundamentalist and politically active, the GOP tied its fate to the Christian Right. With original, extensive data on national and regional opinions and voting behavior, Maxwell and Shields show why all three of those decisions were necessary for the South to turn from blue to red.