As the 60th US Presidential election approaches, audiences in the US and abroad will once again witness the unique tensions that accompany a US presidential election: polarization, controversy, fanfare, etc. In what is the climax of a four-year electoral cycle in the world’s most powerful democracy, the innovations, adaptations and revolutions taking place, especially in the political campaign arena, are often overlooked and forgotten by the public.
In many election cycles, one aspect of that year’s election often stands out as a significant innovation that renews our understanding of how campaigns are run, whether it be the use of new technology or a revolutionary change in campaign tactics. Examples include the 1840 campaign that revolutionized the American presidential campaign, the use of radio in the 1924 and 1932 presidential elections, television in the 1960 presidential election (some critics credit TV with helping John F. Kennedy narrowly win over Richard Nixon), the use of social media in the 2008 election, and online disinformation in the 2016 and 2020 campaigns.
To understand these innovations, it’s important to look back to the beginning: to the man who changed the times, the methods, and the presidential election forever, and why, despite his pivotal role in shaping early American politics, his contributions have often been overlooked or undervalued.
Movements before the 19th century
Out of context, it may seem surprising that in a country known for having an army of sophisticated political consultants and campaign advisers and for revolutionizing the business of assessing, managing and shaping public opinion in a democratic society, the first campaign manager was a clerk. But it becomes more understandable when we trace the history of American political communication and public relations.
The highly revered first president of the United States, George Washington, played a pivotal role in shaping the executive branch’s position in the newly formed republic. Interestingly, despite his enormous influence, he was staunchly opposed to political parties. His belief was rooted in the idea that political parties could lead to factionalism and conflict that could undermine the unity and stability of the nation he dedicated his life to and became a symbol of. This aspect of Washington’s philosophy provides a fascinating insight into the early political landscape of the United States. In his farewell address, President Washington warned:but [political parties] It may at times serve the purposes of the people, but in the course of time it is likely to become a powerful instrument for cunning, ambitious, and unprincipled men to subvert the power of the people, seize the power of government, and destroy the very instruments which afterwards led them to unjust domination.”
Unlike today’s prestigious professions, political activity carries with it political power and prestige, but in 18th century American society, political activity was treated quite differently, or rather, perceived quite differently. During this time, active involvement in political activities was often frowned upon by the American public.
This contempt for active political campaigning was exacerbated by the fact that political power in the early Republic was concentrated in the hands of the nobility, who considered it beneath their dignity for public officials or candidates to campaign openly. As reflected in their writings, they also harbored deep suspicions and resentment at the prospect of non-nobility gaining political power through such campaigning or “campaigning.”
Interestingly, however, this antipathy did not apply to the similar but distinct field of propaganda. The most prominent propagandists during the Revolutionary War were the Founding Fathers Benjamin Franklin and Samuel Adams. The Founding Fathers may have recognized the value of propaganda while despising the more personal, public-facing aspects of political campaigning. Another explanation may be that they considered the use of persuasion strategies (in this case propaganda) acceptable when confronting an external enemy (Great Britain), but did not approve of the use of the same strategies to influence domestic audiences for political ends.
In any case, the aversion that the American public at the time, and the Founding Fathers and leaders of the political system, had towards partisanship and public political activism is reflected in the less than favorable reception that society gave to individuals who engaged in such activities. This explains, at least to some extent, why individuals like Beckley received a cold reception or no reception at all from their contemporaries and modern audiences. Despite their undeniable importance and the high esteem they received from those they supported and campaigned for (in Beckley’s case, that of Thomas Jefferson), they were seen as outsiders who invaded and, in the eyes of some, even polluted sacred territory.
John Beckley’s contributions to presidential campaigns had a lasting impact on the political landscape, but his influence did not immediately change political culture. For example, the tradition that presidential candidates should not campaign in person on the campaign trail continued until Harrison Tyler’s campaign broke with this practice in the 1840 election.
John J. Beckley: Jefferson’s Crusade
Though his name is not widely known today, it is fair to say that Beckley’s pioneering work in political organizing laid the foundation for the grassroots movement of modern political parties in the United States.
In Beckley’s time, the late 18th and early 19th centuries, the American political landscape was marked by the emergence of the first political parties, the Federalists and the Democratic-Republicans. Led by figures such as Alexander Hamilton and John Adams, the Federalists advocated a strong central government, commercial interests, and close ties with Great Britain. In contrast, the Democratic-Republicans, led by Thomas Jefferson and James Madison, championed states’ rights, agrarianism, and a pro-French stance in foreign policy.
Beckley served as the first Clerk of the House of Representatives from 1789 to 1997 and again from 1801 to 1807, and also served as the first Librarian of Congress from 1802 to 1807. Though these positions were seemingly apolitical, Beckley was far from a passive observer in the political arena. In fact, he was so actively involved that historians now credit him with being America’s first campaign manager, working for Thomas Jefferson in the 1796 presidential election.
An ardent Democratic-Republican, i.e. Jefferson supporter, Beckley played a key role in organizing and mobilizing support for Jefferson and his party, contributing greatly to their political success. His political activism, beginning in the 1790s, did much to build the party into a coherent political force. In the 1796 election, he personally directed the Republican campaign in Pennsylvania, distributing tens of thousands of handbills and other materials during the campaign, and organized contacts to organize an effective campaign strategy. “In a few days a selected Republican friend of the city will visit you with a packet of tickets to distribute in your county. Any assistance and advice you can give him as to suitable districts and persons will certainly be given. He is one of two Republican friends who have undertaken to ride through all the middle and lower counties for this job, and bring back from six to eight thousand tickets.”
Interestingly, Beckley’s apolitical status played a key role in strengthening his political activities. The benefits and resources he gained from these roles greatly increased his effectiveness in the political arena. As Clerk of the House of Representatives, Beckley had the advantage of being able to closely observe every movement of Congress more than most elected members. He had access to documents that few others saw and regularly had the opportunity to overhear conversations that were meant to remain private and secret.
An ardent opponent of Alexander Hamilton, a staunch Federalist of the time, he viewed Hamilton as morally corrupt and accused him of trying to undermine and destroy the character of Thomas Jefferson. Beckley was an expert at gathering information from all sources, utilizing his network of political allies and connections with public servants such as clerks, printers, writers, and laborers. Early indicators of future political campaign tactics, he used this information to monitor and expose the strategies of his opponents as well as to develop negative attack campaigns.
Another pioneering aspect of Beckley’s election strategy was targeting: During his 1976 campaign in Pennsylvania, he tailored his message based on location and selectively distributed pamphlets and other election materials to specific audiences. By my next post, I will endeavor to send out a flyer addressing the people of Pennsylvania, giving powerful reasons why this state should field a Southern President instead of an Eastern one.
John Beckley’s innovative strategies and tireless work laid the foundation for modern political campaigns in the United States. His ability to gather and use information, coupled with pioneering tactics of targeting and grassroots campaigning, laid the groundwork for the sophisticated, strategic campaigns we see today. While Beckley is often overlooked, his contributions have had a lasting impact on American politics and highlight the critical role campaign managers play in shaping political outcomes and the evolution of the democratic process. His legacy is a testament to the ongoing importance of strategic political communication and organizing in the pursuit of electoral success.
