Changes

Coolidge's image was to a degree shaped by Madison Avenue. Buckley (2003) reveals the role of advertising giant [[Bruce Barton]] in the remaking of the public persona or image of Coolidge during 1919-26 and, in so doing, guiding a dramatic shift in politics and the wide acceptance of consumer culture. The dominance of the political party bosses, who selected Harding in 1920, ended when the business elite wrested control from the party, using their ability to raise money for advertising and ultimately commodifying the political process. Members of this elite suggested that Barton refashion Coolidge from an aloof man driven by the advancement of his career into a voice of the masses, the "silent majority," which Barton accomplished with press coverage, exploiting the new technology of radio for political speeches, newsreels, an exclusive "spontaneous" interview with Coolidge, and by arranging events that would be covered free, as news. Coolidge's election to the presidency in 1924 was the first campaign of personality, in which style was promoted over substance, tapping into "intense private longings" of a public uncertain of its moorings in a rapidly modernizing society. Gilbert (2003) and Gilbert (2005) argues that Coolidge suffered from clinical depression throughout his life. Gilbert discusses the major symptoms of the disorder as evidenced in Coolidge's personal and political behavior. He exhibited symptoms from a very early age, beginning with his grandfather's death when he was six and again with the deaths of his mother and sister during his adolescence. Ascending to the presidency in 1923, Coolidge at first was diligent, effective, and respectful of others. After the death of his teenage son in 1924, however, his demeanor and degree of political engagement changed drastically. He developed hypersomnia, sleeping as much as 15 hours per day, and he began to treat White House staffers and his wife rudely, often publicly humiliating them. Moreover, he became far less effective as a decision-maker and grew increasingly detached from political issues.

Coolidge's image was to a degree shaped by Madison Avenue. Buckley (2003) reveals the role of advertising giant [[Bruce Barton]] in the remaking of the public persona or image of Coolidge during 1919-26 and, in so doing, guiding a dramatic shift in politics and the wide acceptance of consumer culture. The dominance of the political party bosses, who selected Harding in 1920, ended when the business elite wrested control from the party, using their ability to raise money for advertising and ultimately commodifying the political process. Members of this elite suggested that Barton refashion Coolidge from an aloof man driven by the advancement of his career into a voice of the masses, the "silent majority," which Barton accomplished with press coverage, exploiting the new technology of radio for political speeches, newsreels, an exclusive "spontaneous" interview with Coolidge, and by arranging events that would be covered free, as news. Coolidge's election to the presidency in 1924 was the first campaign of personality, in which style was promoted over substance, tapping into "intense private longings" of a public uncertain of its moorings in a rapidly modernizing society. Gilbert (2003) and Gilbert (2005) argues that Coolidge suffered from clinical depression throughout his life. Gilbert discusses the major symptoms of the disorder as evidenced in Coolidge's personal and political behavior. He exhibited symptoms from a very early age, beginning with his grandfather's death when he was six and again with the deaths of his mother and sister during his adolescence. Ascending to the presidency in 1923, Coolidge at first was diligent, effective, and respectful of others. After the death of his teenage son in 1924, however, his demeanor and degree of political engagement changed drastically. He developed hypersomnia, sleeping as much as 15 hours per day, and he began to treat White House staffers and his wife rudely, often publicly humiliating them. Moreover, he became far less effective as a decision-maker and grew increasingly detached from political issues.

Other scholars note Coolidge's effective and principled stand against the philosophy of Progressivism. Joseph Postell, for instance, argues that Coolidge presents the most formidable attack on the principles of progressivism of any 20th century conservative.<ref>Joseph W. Postell and Johnathan O'Neill, "Roaring Against Progressivism: Calvin Coolidge's Principled Conservatism" in Towards an American Conservatism: Constitutional Conservatism in the Progressive Era, (Basingstoke, UK: Palgrave Macmillan, 2013) 183.</ref> According to Postell, Coolidge's philosophical framework defends both the benevolence of custom as well as the truths of the American Founding. While Coolidge advocated a return to and a protection of America's political tradition, he did so not out of some thoughtless fear of the future, but for the sake of universal truths and the principles of the Declaration.<ref>Joseph W. Postell and Johnathan O'Neill, Towards an American Conservatism, 183.</ref>

Other scholars note Coolidge's effective and principled stand against the philosophy of Progressivism. Joseph Postell, for instance, argues that Coolidge presents the most formidable attack on the principles of progressivism of any 20th century conservative.<ref>Joseph W. Postell and Johnathan O'Neill, "Roaring Against Progressivism: Calvin Coolidge's Principled Conservatism" in Towards an American Conservatism: Constitutional Conservatism in the Progressive Era, (Basingstoke, UK: Palgrave Macmillan, 2013) 183.</ref> According to Postell, Coolidge's philosophical framework defends both the benevolence of custom as well as the truths of the American Founding. While Coolidge advocated a return to and a protection of America's political tradition, he did so not out of some thoughtless fear of the future, but for the sake of universal truths and the principles of the Declaration.<ref>Joseph W. Postell and Johnathan O'Neill, Towards an American Conservatism, 183.</ref> While Coolidge advocated a return to and a protection of America's tradition, he did so in order to best protect the Constitution and natural rights <ref>Joseph W. Postell and Johnathan O'Neill, "Roaring Against Progressivism: Calvin Coolidge's Principled Conservatism" in Towards an American Conservatism: Constitutional Conservatism in the Progressive Era, (Basingstoke, UK: Palgrave Macmillan, 2013) 183.</ref>. Coolidge's philosophical thought recognized that human nature is fixed and cannot be remolded by activist government. As he maintained in his inaugural address, Americans "must realize that human nature is about the most constant thing in the universe and that the essentials of human relationship do not change." This is one of the "fixed stars" that Americans must recognize to properly pursue their political future. With the recognition of this essential truth, Coolidge concluded that the only policies to be pursued were those rooted in America's history, traditions, and national identity. "If we examine carefully what we have done, we can determine the more accurately what we can do."

==Silent Cal==

==Silent Cal==