ABSTRACT
Whereas the political parties of the nineteenth century rallied around what historian Joel Silbey describes as ‘Organize! Organize! Organize!’ (1991, 46–71), the parties repositioned themselves by the middle of the twentieth century around what is described here as a political culture of ‘Advertise! Advertise! Advertise!’ Today, this is being supplanted by a new political culture in which campaigns must adapt to what Joe Andrew, chairman of the Democratic National Committee, recently described as ‘Customize, Customize, Customize’ (Milbank, 1999, 25) (Novotny, 2000, 14)
