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In this text, Boris Heersink analyses the DNC and RNC in their role as party-branders. Specifically, he argues the main role of the committees is to try and promote an image of the party to voters in a way they hope will help them win elections. However, in doing so, they often have to make controversial decisions, such as picking sides in big intra-party fights about what policies to support and what voting groups to target or ignore. Through extensive historical analysis, this book shows that the DNC and RNC were part of every major American policy debate throughout the 20th century.

Political party organization --- Politics and Government. --- Politics & government. --- History. --- Democratic National Committee (U.S.) --- Republican National Committee (U.S.) --- Democratic Party (U.S.) --- Republican Party (U.S. : 1854- ) --- United States --- Politics and government --- Party organization, Political --- Organization --- GOP (Republican Party (U.S. : 1854- )) --- Grand Old Party --- National Union Party (U.S. : 1854- ) --- National Union Republican Party (U.S. : 1854- ) --- Republican Party --- Republicans (Political party : U.S. : 1854- ) --- Respublikanskai︠a︡ partii︠a︡ SShA (U.S. : 1854- ) --- Union Party (U.S. : 1854- ) --- Union Republican Party (U.S. : 1854- ) --- Demokratische Partei (U.S.) --- Partai Demokrat (U.S.) --- Republican Party (U.S. : 1792-1828) --- Republican Party (U.S. : 1854- ). --- National Republican Executive Committee (U.S.) --- National Union Executive Committee (U.S.) --- Democratic Party. --- Democratic Party (U.S.). --- National Democratic Committee (U.S.) --- Democratic National Campaign Committee (U.S.) --- National Democratic Campaign Committee (U.S.) --- Democratic National Executive Committee (U.S.) --- National Democratic Executive Committee (U.S.) --- National Democratic Republican Committee (U.S.) --- National and Jackson Democratic Association Committee (U.S.) --- National Democratic Executive Resident Committee (U.S.) --- National-Executiv-Committee (U.S.) --- Demokratischen Executiv-Committee (U.S.) --- DNC