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Rebranding the Republican Party
Why Democrat Identity Wins
One party comfortably embodies a positive archetype. The other’s image is a blend of mixed impressions. This disparity goes beyond policy minutiae. In this piece I explore the psychology that underpins these personalities to reveal what is typically unconscious but operating in the familiar landscape of American politics. While significant policy shifts have occurred within both parties over time, the focus here remains on the fundamental identities and archetypal implications of the parties rather than the specifics of their evolving platforms.
The Democratic Party traces its origins to the 1790s to the party it succeeded, the Democratic-Republicans, which hosted legendary founders like Jefferson, Madison and Monroe. They positioned themselves against the aristocratic tendencies of the Federalists (Hamilton, Adams, Jay), proclaiming their commitment to the people’s interests. This alignment of name and purpose has led them to an easy association with the (Jungian) Caregiver archetype. Regardless of the outcomes of their policies, the Democratic brand remains firmly associated with this archetype. In much of the public’s perception, the Democrats are…
