The election of 1932

1932 U.S. Election

Elections of 1932 go down as one of the most important elections in American history. The decade of 20s ended with the stock market crash and 'Great Depression ensued. President Herbert Clark Hoover was in charge of the presidential office in those troubled times.

Franklin Delano Roosevelt was a distant cousin of Theodore Roosevelt. He was affected by Polio and was paralyzed waist down but despite his disability he became active in politics. He became governor of New York and people started recognizing his ability to persuade and cheer people up.

Hoover was holding the office and was looking for re-election. American people mostly blamed Hoover for the depression despite the fact that he did not cause it. It was his sheer bad luck that depression followed his election as President. He did not become serious about his election campaign and was willing to work behind the scenes to resolve the crisis until Franklin Delano Roosevelt a Democratic candidate launched his aggressive campaign. Roosevelt despite his disability ran his campaign in the backdrop of 'Great depression and won presidency not just in 1932 but became elected for four terms until he died in office in April of 1945. "Despite Franklin D. Roosevelt's landslide victory, few elections have held more lasting significance for political scientists, historians, and communication scholars than the presidential election of 1932. Never before had one issue -- the Great Depression -- so dominated an election. Herbert Hoover went from a landslide victory in 1928 to a humiliating defeat just four years later. The transformation of the national government from Hoover's brand of "rugged individualism" to Roosevelt's "New Deal" changed American politics forever" (Carcasson 349+).

Unison under New Deal: In 1932 elections Democratic Party attempted to unite diverse groups of urban workers, northern African-Americans, Southern whites, and Jewish voters under one roof and they succeeded. Roosevelt's slogan 'I pledge you, I pledge myself, to a new deal for the American people' became famous and helped in his victory. Many consider the coalition and unison achieved in 1932 still is the strong point of Democratic Party. Under the formula of 'New Deal' Roosevelt provided employment to many unemployed during those times and Americans started putting back their trusts in Banks again.

Acceptance: 1932 elections set many a precedence that did not exist before. An important development came when Franklin D. Roosevelt accepted his nomination as presidential candidate by his party. Before 1932 elections the party at their convention used to select the candidate who was later informed about his nomination. No formal acceptance was done until Roosevelt specifically flew to Chicago accept his nomination.

Campaign Styles: The example of proper campaigning was also not found in American history of earlier presidential elections. A good reason for this was also laid in the lack of infrastructure and communication means. With the establishment of railroad system candidates started running to different places for their campaigns. Candidate did not go to voters and asking for their vote rather voters went to candidates. Traveling was a hassle for the candidates and it even affected their health. As a result, by the late 19th century front-porch campaigns became popular. "In 1888, for example, voters took their summer vacations and went to Indianapolis to the front porch of Republican nominee Benjamin Harrison. Republican advisers made certain that each speech (more than 80 were given) was geared to the favor of each visiting delegation. Harrison smiled, shook a few hands, answered no questions and charmed his audience with fatuous remarks that were sure to please" (Dibacco 11).

Democrats did not give much importance to these front-porch campaigns and their incumbent president lost re-elections in 1888. In subsequent election republicans concentrated on front- porch campaigns and they took voters to those front porches while democrats traveled.

1932 campaign is considered different with respect to communication. Breaking the tradition of republican to restrict themselves to front porches Hoover went out and traveled far and wide to deliver speeches. This pattern of traveling to all places is still followed today by the presidential candidates. Public speeches became the hallmark of the 1932 campaigns for both democratic and republican candidates. Both Roosevelt and Hoover delivered speeches in public setting the standards for direct public involvement.

Another development that really affected the election campaign was the extensive use of radio. The use of radio became widespread in America by 30s. In previous campaigns the involvement of media such as radio was minimal. Use of radio by the candidates in 1932 elections can also be considered a starting point for the importance of electronic media in the U.S. election campaigns. Previously in cases of front-porch campaigns candidates delivered the same speech with slight variations to suit the delegate they were addressing. Now with the use of mass media such as radio their words and speeches were being monitored by the whole nation.

The importance of rhetoric became more evident in 1932 elections than ever before. Hoover was a presidential candidate with a rather quiet and low profile as compared to Roosevelt's emotional and aggressive style. Roosevelt used rhetoric effectively in his presidential campaign. Rhetoric played so important a role that Hoover was regarded as the traditionalist while Roosevelt a modernist. Hoover called Roosevelt an extremist while defending his government policies. Roosevelt on the other hand showed that he was willing try new solutions and a balanced approach. The rhetoric made Roosevelt win this election and Hoover suffered a defeat. After Hoover every future candidate in America had to endorse a rhetorical presidency style.

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