Selling Ronald Reagan

The Emergence of a President

by Gerard DeGroot

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How did Ronald Reagan go from being a washed-up Hollywood actor to the most powerful man in America?

Before 1966, the idea of Reagan in politics provoked widespread scorn. To most people, he seemed a has-been actor, a right-wing extremist and a ‘dunce’. Journalists therefore ridiculed his aspirations to be governor of California. No one, however, doubted his incredible ability to communicate with a crowd.

In order to succeed in his campaign, Reagan had to be packaged as an outsider – an antidote to politics as usual. A highly sophisticated team of marketers and ad-men turned the scary right-winger into a harmless moderate who could attract supporters from across the political spectrum. Researchers meanwhile provided the coaching that allowed Reagan to seem well-informed – all of which led to Reagan winning the California governorship by a landslide.

Gerard DeGroot here explores how, in the decade of consumerism, Reagan was marketed as a product. While there is no doubting his natural abilities as a campaigner, Reagan won in 1966 because his team of advisers understood how to sell their candidate, and he, wisely, allowed himself to be sold. Selling Ronald Reagan tells the story of Reagan’s first election, when the nature of campaigning was forever altered and a titan of modern American history emerged.

How did Ronald Reagan go from being a washed-up Hollywood actor to the most powerful man in America?

Before 1966, the idea of Reagan in politics provoked widespread scorn. To most people, he seemed a...

Advance Praise

‘A scintillating analysis of how American politics in the 1960s and the changing nature of the state of California came together to transform a third-rate Hollywood actor into a first-rate politician. DeGroot's sharp and witty analysis of the state of American politics in the 1960s entertains as it enlightens. A brilliant achievement.’

Marilyn B. Young, Professor of History, NYU and author of The Vietnam Wars

‘Whether Democrats or Republicans, American politicians habitually compare themselves to Ronald Reagan. Gerard DeGroot’s bold and fast-paced book explores how that past-it Hollywood actor converted himself into a silvertongued politician and president. In telling this entertaining and important story, DeGroot explains why Ronald Reagan’s transformational career matters today, perhaps more than ever.’

Nick Witham, University College London, author of The Cultural Left and the Reagan Era: US Protest and Central American Revolution

‘A scintillating analysis of how American politics in the 1960s and the changing nature of the state of California came together to transform a third-rate Hollywood actor into a first-rate...

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Featured Reviews

Andy L, Reviewer

My Recommendation

I must admit, I have always liked Ronald Reagan. While I didn’t always agree with the man, I always believed that he was acting from a few simple, core values. In addition, while frequently described as being a rightist, I think Reagan was more pragmatic than that. I don’t know whether you call him a populist, wishy-washy, or just being in touch, but Reagan always seemed to be where his constituents would be in a couple years. Gerard DeGroot takes a shot at explaining the Reagan phenomenon.

=== The Good Stuff ===

* Although his own political views occasionally come out, for the most part, DeGroot is a reasonably impartial observer. He is honest about assessing Reagan’s skills, shortcomings, and how he was packaged and managed by his handlers. Indeed, at times more of the book seems to be about the handlers than about Reagan.

* DeGroot’s analysis reveals some surprising trends. While Reagan is often assumed to be the candidate of big business, his gubernatorial campaigns were mostly financed by small contributors. In many ways, Reagan’s use of media, grass roots organizations, large armies of volunteers and a large following of small contributors resembles the campaign of Barrack Obama. The technology was different, but the organization was very similar.

* The author also captures Reagan’s ability to appeal to the common man. Half the fun of the book is watching the conflict between the amateur Reagan and the professional PR and political consultants over how best to present the candidate. While Reagan did take direction and relied on professional advice, he also had a habit of doing things his own way…and being proven correct. It must have driven the professionals nuts.

* The book is well referenced and has a complete bibliography so most of DeGroot’s facts can be traced to an original source. And while I don’t always agree with his analysis, it is well reasoned and consistent with the facts.

=== The Not-So-Good Stuff ===

* At times the book can get a little dry and repetitive. The section on Reagan, Pat Brown and the unrest at the University of California seemed to drag on for page after page when the point was obvious rather quickly. In addition, a fair amount of text was devoted to the claims and counterclaims from Reagan’s consultants over who was most responsible for his success. It got old after a while.

* The book’s scope is only the California gubernatorial campaign, and does not touch on Reagan’s later presidential campaigns. I appreciate the author’s intent to only discuss the earlier campaign, but I was left wanting more.

=== Summary ===

* I found the book to be fascinating, although it occasionally got a bit carried away with details. It was a great look at how Reagan went from being an babe-in-the-woods about political campaigns to one of the great masters. Granted, Reagan had some innate talents, but he was also a quick study and learn his lessons well.

Any political fan, regardless of your own viewpoints, would probably enjoy the book. The story is interesting in itself, and it is amazing how many of Obama’s “revolutionary” techniques were pioneered by Reagan.

My Recommendation

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