CONTENT WARNING
Materials in the Library of Virginia’s collections contain historical terms, phrases, and images that are offensive to modern readers. These include demeaning and dehumanizing references to race, ethnicity, and nationality; enslaved or free status; physical and mental ability; and gender and sexual orientation.
Context
Amid the Great Depression, Franklin D. Roosevelt won the presidential election over Herbert Hoover making him the first Democratic president in 12 years. As President, FDR took quick action, through his New Deal initiative, to provide relief to struggling families and individuals through a variety of social programs while also establishing measures which would achieve economic recovery. While the New Deal was helpful, it did not do enough, and a second New Deal plan would become the centerpiece of FDR’s second election campaign. The second round of programs included the Social Security Act and the creation of the Works Progress Administration which employed three to eight million people in a variety of public service positions before the program ended in 1941. The Democratic Congress also passed tax revision, raising tax rates for those with large incomes and for large corporations.
While popular with many Americans, New Deal policies found enemies in the Republican Party, far-left political figures, and most notably the figures of Father Coughlin and Huey Long, who represented a growing group of people who were critical of the social programs, Social Security Administration, regulation of business which were parts of the New Deal and Second New Deal. Long died before FDR’s second election campaign and Coughlin was born in Canada so he could not run for President. The Republicans put forth Kansas Governor Alfred Landon, who did not object to most of the social programs of the New Deal,but felt businesses and industry interests should be considered by the federal government. During the election campaign, Landon claimed FDR was corrupt and had overstepped his authority as president.
Broadsides were made and displayed in many states, including Virginia, to spread FDR;s campaign message to potential voters and serve as a reminder of the past failures of the Republican party. In the end, the Democrats were not only able to campaign on the successes and popularity of New Deal policies, but also on reminding the public of the mistakes made by previous Republican administrations. In a veritable landslide loss, Alfred M. Landon received only 8 electoral votes, carrying only Maine and Vermont.
Definition: Broadsides were posters, announcing events or proclamations, or simply advertisements.
Citation: Don't go back and backward with Republicans, Manuscripts & Special Collections, Library of Virginia.
Standards
Art: 4.18, 5.18
Suggested Questions
Preview Activity
Look at It: Look at the broadside image, list 3 images or words that stand out. Why do you think the broadside was designed this way?
Post Activities
Analyze: Explain the "wolf in sheep's clothing" imagery. Why do you think this may have resonated with 1930s Americans?
Social Media Spin: Create a hashtag to match this broadside and a tweet for each of the policies that the Democrats focus on in their theme of "going back."
Political Plans: You are a member of the Landon campaign, what type of response would you give to address the issues identified in the broadside? Why?