ABSTRACT
The social diversity of America provides a bountiful source of both positive and negative political symbols for presidential campaigns. Republican presidential candidates were successful in the elections of the eighties because they exploited a new racism rampant in America. The new racism which has become increasingly relevant since the 1964 election is subtle and indirect. According to new racism arguments, several elements are necessary for racial attitudes to influence vote outcomes. New racism proponents argue that historical shifts in the positions that the two political parties and their presidential candidates take on race related issues has contributed to an increased association between racial predispositions and policy and vote preferences. William Jennings Bryan raises doubts about the level of ideological consistency underlying sociopolitical group evaluations. Data from the 1988 National Election Study and the Iowa Social Science Institute 1992 election survey also reveal substantial attitude consistency in group ratings.
