Source: Bruce J. Schulman. The Seventies - The Great Shift
in American Culture, Society, and Politics (2001)
in American Culture, Society, and Politics (2001)
By the early-1970s, significant changes had come to the South serving as an economic revolutions, which were at least 25 year in the making. In large part, air conditioning attracted business/industry to the region, attracting investment, industry, and middle class workers from the North. Increasingly, the traditional white Southern way of life, a society entirely based on segregation, was being pushed aside. In short, the South was finally becoming part of modern US society, at least in economic terms.
This “New South” had a much different look, featuring the North Carolina Research Triangle, NASA Space Centers, and office towers. The barbarism of white Southern life, the viciousness of segregation and racism, had finally withered (but of course, never disappearing altogether). By 1970, an increasing number of white Southerners realized that their ways of the past would be a serious barrier to economic advancement; a rising South could no longer have the reputation for intolerance and backwardness, since the region badly needed investment and talent. Among the racial moderates in the South was future President Jimmy Carter, who as governor of GA promised to bring the state (and the South) into the mainstream.
In the process, Southern white culture survived and flourished, promoting a mainstream/modernized version of itself. Instead of the “Lost Cause”, of which the North had entirely bought into as well, it was the “Rise of the Redneck” in many ways. While the Southern stereotype of “Bubba” was no longer in vogue, “Half-a-Redneck” was very much so. These “Half-Rednecks” were bankers, engineers, retirees, suburbanites, all proudly displaying a very commercialized “Redneck Look” by driving pickups, becoming NASCAR fans, displaying the Confederate flag, listening to country music, etc. They were not the ignorant plantation owners or poor hillbillies of Southern history, but as a bloc, they certainly rejected the politics of the Rustbelt (the North) and the liberal Democrats. The commercialization, export, and political awakening of the “New South” began for certain during the early-1970s.
This “New South” had a much different look, featuring the North Carolina Research Triangle, NASA Space Centers, and office towers. The barbarism of white Southern life, the viciousness of segregation and racism, had finally withered (but of course, never disappearing altogether). By 1970, an increasing number of white Southerners realized that their ways of the past would be a serious barrier to economic advancement; a rising South could no longer have the reputation for intolerance and backwardness, since the region badly needed investment and talent. Among the racial moderates in the South was future President Jimmy Carter, who as governor of GA promised to bring the state (and the South) into the mainstream.
In the process, Southern white culture survived and flourished, promoting a mainstream/modernized version of itself. Instead of the “Lost Cause”, of which the North had entirely bought into as well, it was the “Rise of the Redneck” in many ways. While the Southern stereotype of “Bubba” was no longer in vogue, “Half-a-Redneck” was very much so. These “Half-Rednecks” were bankers, engineers, retirees, suburbanites, all proudly displaying a very commercialized “Redneck Look” by driving pickups, becoming NASCAR fans, displaying the Confederate flag, listening to country music, etc. They were not the ignorant plantation owners or poor hillbillies of Southern history, but as a bloc, they certainly rejected the politics of the Rustbelt (the North) and the liberal Democrats. The commercialization, export, and political awakening of the “New South” began for certain during the early-1970s.
About a century after the Civil War ended, the South finally admitted defeat, in that the region could no longer embrace its past traditions and social structure if it wanted economic expansion and opportunities. The Sunbelt (CA >>> FL) started to boom in the 1970s, while the North became the Rustbelt (IN, IL, MI, NY, OH, PA, WVA, WI) , experiencing a drastic economic and political decline. Another “Great Migration” occurred, with people from the North moving to the Sunbelt in droves.
Regional conflict once again came to the forefront, in that this “2nd War Between the States” was not just over race, but also over government spending, specifically the
federal balance of payments. Political leaders in the Rustbelt (and other Northern states) complained that their states paid by far the most in terms of taxes, but most of that government revenue was being spent in the Sunbelt. In other words, while the Rustbelt needed federal assistance in dealing w/ their decline, the federal government was subsidizing the rising Sunbelt who didn’t need (or deserve, in the eyes of the Rustbelt politicians) that huge amount of government spending. Northern leaders were furious that the federal government was deaf to their complaints and concerns about the imbalance of federal payments.
During the 1970s, Alabama (the slowest-growing Sunbelt state) experience twice the job expansion of New England, and four times that of NY and PA. The Arab Oil Embargoes of 1973 and 1979 intensified and exacerbated the economic situation in the Rustbelt, with skyrocketing gas prices hurting the oil-consuming region far more than the oil-producing Sunbelt. In the Sunbelt, there were many cars that proudly displayed bumper stickers that said “Let ‘Em Shiver in the Dark”.
Regional conflict once again came to the forefront, in that this “2nd War Between the States” was not just over race, but also over government spending, specifically the
federal balance of payments. Political leaders in the Rustbelt (and other Northern states) complained that their states paid by far the most in terms of taxes, but most of that government revenue was being spent in the Sunbelt. In other words, while the Rustbelt needed federal assistance in dealing w/ their decline, the federal government was subsidizing the rising Sunbelt who didn’t need (or deserve, in the eyes of the Rustbelt politicians) that huge amount of government spending. Northern leaders were furious that the federal government was deaf to their complaints and concerns about the imbalance of federal payments.
During the 1970s, Alabama (the slowest-growing Sunbelt state) experience twice the job expansion of New England, and four times that of NY and PA. The Arab Oil Embargoes of 1973 and 1979 intensified and exacerbated the economic situation in the Rustbelt, with skyrocketing gas prices hurting the oil-consuming region far more than the oil-producing Sunbelt. In the Sunbelt, there were many cars that proudly displayed bumper stickers that said “Let ‘Em Shiver in the Dark”.
The grievances of the Rustbelt reached its peak in 1976 when Northern governors and members of Congress started to seriously organize as blocs. It reached the point where Northerners identified themselves as an oppressed minority group. Political leaders in the Sunbelt reacted in force, blaming the Rustbelt’s ineptitude and misguided policies for its decline, never of course acknowledging that their region was a great beneficiary of government spending at the expense of the region they criticized. Southern politicians formed their own organizations in response (“Counterlobbies”), and it reached the point where President-Elect Jimmy Carter tried to calm things down between the regions before he entered office. Carter promised to deliver federal balance of payments not on a regional basis, but on a community-by-community (needs) basis.
A much deeper political and social divide between the regions was forming that went far beyond the allocation of government spending, in that the Sunbelt was an emerging bastion of conservatism, which would propel Reagan to a landslide victory in 1980. Here is one way to measure the political power of the Sunbelt: From 1964 - 2004, every elected President came from the Sunbelt - LBJ (1964), Nixon (1968 & 1972), Carter (1976; remember, Ford was not elected President), Reagan (1980 & 1984), George H.W. Bush (1988), Clinton (1992 & 1996), and George W. Bush (2000 & 2004). The Sunbelt provided the voting blocs needed to propel conservatism not only to the mainstream, but to political power, and ultimately to “Super-Conservatism”.
A much deeper political and social divide between the regions was forming that went far beyond the allocation of government spending, in that the Sunbelt was an emerging bastion of conservatism, which would propel Reagan to a landslide victory in 1980. Here is one way to measure the political power of the Sunbelt: From 1964 - 2004, every elected President came from the Sunbelt - LBJ (1964), Nixon (1968 & 1972), Carter (1976; remember, Ford was not elected President), Reagan (1980 & 1984), George H.W. Bush (1988), Clinton (1992 & 1996), and George W. Bush (2000 & 2004). The Sunbelt provided the voting blocs needed to propel conservatism not only to the mainstream, but to political power, and ultimately to “Super-Conservatism”.
The basis for the economic expansion in the Sunbelt rested on only a few pillars: Defense, Corporate Agribusiness, Aerospace, Oil, and Leisure - from that mix developed a conservative (even a reactionary/racist) “Cowboy Culture”. Sunbelt cities were the fastest-growing in the nation, and in the process a “Second America” was being developed, one that was sick of government involvement/interference (but one that had no problem taking government money). Illustrating that point, the Defense and Aerospace industries filled the suburbs of Los Angeles, Houston, Dallas, Las Vegas, and North Carolina’s Research Triangle. The mostly conservative citizens of the Sunbelt that worked in those industries viewed themselves as self-reliant, either ignoring or ignorant of the federal money that made their lives possible in the first place.
Between 1970 - 1990, the population of the Sunbelt increased by 40%, twice the national rate. In the Rustbelt, laid-off industrial workers flocked to the Sunbelt for opportunities. Sunbelt boosters credited their boom to a favorable business climate (again, ignoring the government subsidies that encouraged that growth). Fortune 500 magazine piled on, stating that the Sunbelt was pro-business while the Rustbelt was not.
So then, what attracted so many Americans to move to the Sunbelt? In part, the answers were warm weather, abundant resources, beaches, and recreational opportunities when ot at work. As the population increased in the Sunbelt, so did antipathy/antagonism towards unions, which of course lowered the costs of doing business in the region. In the Rustbelt, the high wages of unions helped to speed up the economic collapse.
Between 1970 - 1990, the population of the Sunbelt increased by 40%, twice the national rate. In the Rustbelt, laid-off industrial workers flocked to the Sunbelt for opportunities. Sunbelt boosters credited their boom to a favorable business climate (again, ignoring the government subsidies that encouraged that growth). Fortune 500 magazine piled on, stating that the Sunbelt was pro-business while the Rustbelt was not.
So then, what attracted so many Americans to move to the Sunbelt? In part, the answers were warm weather, abundant resources, beaches, and recreational opportunities when ot at work. As the population increased in the Sunbelt, so did antipathy/antagonism towards unions, which of course lowered the costs of doing business in the region. In the Rustbelt, the high wages of unions helped to speed up the economic collapse.
As time passed, more of the nation started to resemble the Sunbelt in terms of diminished union membership. In the Sunbelt, starting as early as the 1950s, right-to-work (anti-union) laws were passed. In addition, laws were passed that prohibited the “Closed Shop”, where every worker had to be a member of the union, and the “Union Shop”, where even non-union workers had to pay union dues. Sunbelt states also made it very attractive to move to their location via promotions and special incentives, such as offering very generous subsidies to businesses that relocated. These incentives included free land and/or facilities, as well as favorable tax rates. By 1970, half of all foreign investment in the US was directed at the Sunbelt.
The overall decisive factor that led to the growth of the Sunbelt was the massive federal government spending, which was beyond-ironic in that the Sunbelt was anti-government, yet addicted to government subsidies. In short, the Sunbelt’s economy was built with money from Washington, D.C., both directly and indirectly. For example, large-scale agribusiness owed it success (and existence) to federal government programs, which was also true in the North. The oil industry in the Sunbelt received enormous government subsidies and tax breaks, and Defense and technology firms were dependent on government military spending.
William Faulkner, a treasured author from the American South, admitted that the emerging Sunbelt’s economy was dependent of the federal government. The Sunbelt proved to be very adept at getting that government money as well, with the links between the Sunbelt and Congress/Pentagon become more-and-more intertwined. The space program was another boon for the Sunbelt, as well as the clearest example of government spending expanding the Sunbelt’s economy.
The overall decisive factor that led to the growth of the Sunbelt was the massive federal government spending, which was beyond-ironic in that the Sunbelt was anti-government, yet addicted to government subsidies. In short, the Sunbelt’s economy was built with money from Washington, D.C., both directly and indirectly. For example, large-scale agribusiness owed it success (and existence) to federal government programs, which was also true in the North. The oil industry in the Sunbelt received enormous government subsidies and tax breaks, and Defense and technology firms were dependent on government military spending.
William Faulkner, a treasured author from the American South, admitted that the emerging Sunbelt’s economy was dependent of the federal government. The Sunbelt proved to be very adept at getting that government money as well, with the links between the Sunbelt and Congress/Pentagon become more-and-more intertwined. The space program was another boon for the Sunbelt, as well as the clearest example of government spending expanding the Sunbelt’s economy.
NASA featured five separate locations in the Sunbelt, from FL to TX, and concentrated its research funds to labs/universities in the region. The fears of Northern politicians of the growing power-and-influence of the Sunbelt were well-founded by the mid-1970s. The Sunbelt’s economic growth meant more people moved to the region, which meant population growth, which meant additional seats in the House, as well as more Electoral Votes and political power. The “Solid South” was a thing of the past, in that no longer could the Democratic Party have the unwavering support in the South during a Presidential election, which was shown to be true as early as 1964 with Goldwater. The business expansion and climate in the Sunbelt was a natural fit for the Republican Party, as were the growing suburbs. And for the first time in decades, the South started to sent Republicans to the House and the Senate, as well as governors - a new brand of conservatism was born in the region.
Previously, conservatism had been associated with the moneyed interests of the Northeast, such as Wall Street. But by 1970, conservatism was drastically changing due to the emergence of the Sunbelt, with the bastion of conservatism increasingly located in the South and West. This growing conservatism became a Populist, middle class, and anti-Establishment crusade. Ironically, as racial politics in the South became “tamer”, in the North it became far more hostile, as was seen in the violent protests over forced busing, especially in South Boston.
Opposition to government programs that were perceived as benefiting African-Americans were resisted by an increasing number of Northerners, due mostly to the economic collapse. In the Sunbelt, the hostility against African-Americans had lessened due to economic expansion. Northern politicians picked up on that trend soon enough, knowing if they opposed government spending for economic uplift, that would mean votes. The Sunbelt’s views on multiple fronts became the predominant views in mainstream America by the late-1970s and early-1980s.
Addendum: "Redneck Chic" . . .
Previously, conservatism had been associated with the moneyed interests of the Northeast, such as Wall Street. But by 1970, conservatism was drastically changing due to the emergence of the Sunbelt, with the bastion of conservatism increasingly located in the South and West. This growing conservatism became a Populist, middle class, and anti-Establishment crusade. Ironically, as racial politics in the South became “tamer”, in the North it became far more hostile, as was seen in the violent protests over forced busing, especially in South Boston.
Opposition to government programs that were perceived as benefiting African-Americans were resisted by an increasing number of Northerners, due mostly to the economic collapse. In the Sunbelt, the hostility against African-Americans had lessened due to economic expansion. Northern politicians picked up on that trend soon enough, knowing if they opposed government spending for economic uplift, that would mean votes. The Sunbelt’s views on multiple fronts became the predominant views in mainstream America by the late-1970s and early-1980s.
Addendum: "Redneck Chic" . . .