The American political campaign as we know it today was born on August 28, 1934, when Upton Sinclair, the muckraking author and lifelong socialist, won the Democratic primary for governor of California. Sinclair’s landslide primary victory left his opponents with only ten weeks until election day to turn back one of the strongest mass movements in the nation’s history. Extraordinary campaign tactics were clearly called for, and the Republicans pioneered strategies against Sinclair—including the first use of motion pictures to attack a candidate—that have now become the norm in the age of television.
“The Republican success,” Arthur Schlesinger, Jr., has observed, “marked a new advance in the art of public relations, in which advertising men now believed they could sell or destroy political candidates as they sold one brand of soap and defamed its competitor.” In another two decades, according to Schlesinger, “the techniques of manipulation, employed so crudely in 1934, would spread east, achieve a new refinement, and begin to dominate the politics of the nation.”