Much of this is well known, and Brennan recounts it cogently. What she adds to our understanding is how conservatives transformed themselves into successful political organizers.
AT the beginning of the 1960s conservatives were in a better position than at any time since the 1930s to challenge moderate Republicans for control of the party. But large obstacles remained. Not only were conservatives widely viewed as wild-eyed fanatics but they squabbled among themselves, had trouble articulating a positive program of reform, had few grassroots organizations, and lacked the funding to make the movement a serious political force.
The year 1960, though, brought a turning point for the conservative movement. That year Barry Goldwater published The Conscience of a Conservative. Generally dismissed in the national media, the book stands today as one of the most important political tracts in modern American history.
As the historian Robert Alan Goldberg demonstrates in Barry Goldwater, his fine new biography, The Conscience of a Conservative advanced the conservative cause in several ways. Building on William F. Buckley's pathbreaking work at National Review, Goldwater adeptly reconciled the differences between traditionalists and libertarians. The expansion of the welfare state, he wrote, was an unfortunate and dangerous development that undermined individual freedom. Suggesting that New Deal liberalism marked the first step on the road to totalitarianism, Goldwater argued that government should be removed from most areas of American life. Yet he was no strict libertarian. Appealing to those on the right who longed to recapture lost certitudes, he argued that the state had a duty to maintain order and promote virtue. "Politics," Goldwater wrote, is "the art of achieving the maximum amount of freedom for individuals that is consistent with the maintenance of social order."
Goldwater also united disparate conservative factions by focusing their attention on the dangers of Soviet communism. He wrote,
And still the awful truth remains: We can establish the domestic conditions for maximizing freedom, along the lines I have indicated, and yet become slaves. We can do this by losing the Cold War to the Soviet Union.
Goldwater rejected the containment strategies that had guided U.S. foreign policy since the late 1940s, and called for an aggressive strategy of liberation. Conservatives might disagree about the proper role of government in American life, but surely they could unite to defeat the "Soviet menace."
Goldwater also dispelled the notion that conservatives were a privileged elite out to promote its own economic interests. "Conservatism," he wrote, "is not an economic theory." Rather, it "puts material things in their proper place" and sees man as "a spiritual creature with spiritual needs and spiritual desires." According to one right-wing magazine, Goldwater gave conservatives humanitarian reasons for supporting policies usually "associated with a mere lust for gain."
But perhaps the greatest achievement of Goldwater's book--and the reason for its startling success with the right--was that it gave conservatives, for the first time, a blueprint for translating their ideas into political action. In his introduction Goldwater rejected the idea that conservatism was "out of date."
The charge is preposterous and we ought boldly to say so. The laws of God, and of nature, have no dateline. The principles on which the Conservative political position is based ... are derived from the nature of man, and from the truths that God has revealed about His creation. Circumstances do change. So do the problems that are shaped by circumstances. But the principles that govern the solution of the problems do not. To suggest that the Conservative philosophy is out of date is akin to saying that the Golden Rule, or the Ten Commandments or Aristotle's Politics are out of date.
Supporting states' rights, lower taxes, voluntary Social Security, and a strengthened military, Goldwater emphasized the positive in his philosophy and demonstrated "the practical relevance of Conservative principles to the needs of the day."
altered the American political landscape, galvanizing the right and turning Goldwater into the most popular conservative in the country. By 1964, just four years after its release, the book had gone through more than twenty printings, and it eventually sold 3.5 million copies. "Was there ever such a politician as this?" one Republican asked in disbelief. The Conscience of a Conservative "was our new testament," Pat Buchanan has said. "It contained the core beliefs of our political faith, it told us why we had failed, what we must do. We read it, memorized it, quoted it.... For those of us wandering in the arid desert of Eisenhower Republicanism, it hit like a rifle shot." The book was especially popular on college campuses. In the early sixties one could find Goldwater badges and clubs at universities across the country. Expressing the sense of rebellion that Goldwater's book helped inspire, one student conservative explained the phenomenon: "You walk around with your Goldwater button, and you feel that thrill of treason."
REPUBLICAN Party leaders, however, ignored the "Goldwater boomlet." Vice President Richard Nixon, the front-runner for the 1960 Republican nomination, believed that the greatest threat to the party came not from the right but from the left. In July, Nixon met with Nelson Rockefeller, the governor of New York, and agreed to change the party platform to win moderate-Republican support. Conservatives were outraged, referring to the pact, in Goldwater's words, as the "Munich of the Republican Party."
A few days later, at the Republican National Convention, an angry Goldwater called on conservatives to "grow up" and take control of the party. And that, according to Brennan, is exactly what they set out to do. At a time when "liberal and moderate Republicans, like the rest of the country at that time and like historians ever since, continued to view conservatives in a one-dimensional mode," conservatives believed that Goldwater's popularity, the rise of a conservative press, and the growing strength of conservative youth groups boded well for the future.