From the start of Barack Obama's presidency in 2009, conservative
populist groups began fomenting political fractiousness, dissent,
and surprising electoral success. The Tea Party was one of the
major characters driving this story. But, as Khadijah Costley White
argues in this book, the Tea Party's ascent to major political
phenomenon can be attributed to the way in which partisan and
non-partisan news outlets "branded" the Party as a pot-stirrer in
political conflicts over race, class, and gender. In other words,
the news media played a major role in developing, cultivating, and
promoting populism's brand, particularly within the news spaces of
commentary and opinion. Through the language of political
marketing, branding, and promotion, the news media not only
reported on the Tea Party, but also acted as its political
strategist and brand consultant. Moreover, the conservative press
acted more as a political party than a news medium, deliberately
promoting the Tea Party, and aiding in organizing, headlining, and
galvanizing a conservative political base around specific Tea Party
candidates, values, and events. In a media environment in which
everyone has the opportunity to tune out, tune in, and speak back,
The Branding of Right-Wing Activism ultimately shows that
distinctions between citizens, journalists, activists, politicians,
celebrities, and consumers are more symbolic than concrete.
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