After Mitt Romney's loss to Barack Obama in 2012, many in the
Republican Party decided it was time to spiff up the Grand Old Party's
image. The Republican candidate lost women and minorities, leaving the
party with mostly white Christian male voters -- a demographic on the
decline as time goes on and no longer numerous enough to swing an
election. Republican National Committee Chairman
Reince Priebus commissioned an "autopsy" of the party's losses and followed by
announcing a "rebranding" effort
to reach out to minority voters. "If we want ethnic minority voters to
support Republicans, we have to engage them, and show our sincerity," he
said.
Unfortunately for all involved, that effort never got
beyond the conceptual stage. Part of the problem was that the party had
let themselves become captive to populist
grifters
like Sarah Palin. Serious rebranding would mean shutting down her
branch of the party, with its exclusionist messaging and its reliance on
perpetual white
victimhood.
So she and others like her pushed back to protect their gravy train.
But the bigger problem was the reason GOP voters found Palin so
appealing in the first place -- the aforementioned exclusionist
messaging and reliance on perpetual white
victimhood. You could
rebrand
to attract minority voters, you could remain unchanged to keep the
current batch, but you could not do both. Republican voters believe in
Reagan's racist "welfare queen" myth, with minority voters living off
welfare at the expense of white workers. They believe in the form of
Affirmative Action -- existing largely in their paranoid imaginations --
that promotes disqualified
jobseekers
and college applicants, while keeping deserving white candidates down
in order to maintain some fictional quota. In short, despite the fact
that the very wealthy in this country are disproportionately white and
male, they believe that white males are the most oppressed people in
America.
That's not going to work very well as a minority outreach
message. It soon became clear that the GOP would have to change some
policies stances to attract new voters -- and they weren't interested in
doing that.
In fact, you could argue that the mere call for rebranding only made things worse.
Rightwing
conservatives are called reactionaries for a reason; they don't come up
with changes to policies or the status quo, they react to and resist
them. Look up "
conservative"
some time. When a conservative says they want change, it means they
want to change something back. This isn't change at all, but the
opposite. It's an undoing of change -- a dismantling of progress. And
so, in their contrary and reactionary little hearts, a call to
rebrand became a call to dig in. And a call to reach out to minority voters became a call to let their racist flag fly.