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The Public Relations Strategy That Made Andrew Jackson President | Essay

What It Means to Be American

Sixty-five years in the past, historian John William Ward had the perception that for higher or worse, Andrew Jackson’s victory over the British at New Orleans on January eight, 1815, made him the “Image for an Age.” There are those that would argue that the battle additionally made him president fourteen years later; however Jackson’s rise was extra difficult—and much more calculated—than these narratives recommend.

New Orleans was the end result of Jackson’s already spectacular army profession, and it established the person within the public’s creativeness as a successor to those that had gained the American Revolution. People all of the sudden needed portraits and biographies of Jackson—the overall credited with “profitable” the Struggle of 1812—harking back to these revered patriots.

Certainly, the persistent awfulness of just about each different facet of the struggle with Britain stood in excessive distinction to Jackson’s half in it. Army ineptitude, political dissent verging on treason, and the humiliation of the sacked capital of Washington, D.C. all constituted the American story of the warfare—at the least till Jackson gained the Creek Conflict of 1813-14 after which proceeded to crush the Duke of Wellington’s veterans on the Chalmette Plain.

Such deeds reminded People of what that they had believed throughout their first battle with Britain: that advantage was extra necessary than martial talent within the profitable of wars.

Jackson’s life story strengthened this notion. He was born, simply weeks after his father’s dying, right into a hardscrabble life worsened by the Revolutionary Conflict, which killed his brothers and mom and really almost killed him. That he survived appeared to make him stronger and extra daring and he grew into the type of self-made man whom Jackson’s fellow countrymen knew firsthand—each in themselves and their neighbors. Regardless of how excessive he may climb on financial or social ladders, Andrew Jackson remained a self-educated bundle of nice aspirations, in look spare however sinewed, by expertise beleaguered however resolute. The Jackson archetype was one which later generations of People would admire in story and music.

For sure, the struggle made Jackson well-known by elevating him from a regional notable to a family identify, together with the admiring considered one of “Previous Hickory,” given to him by devoted troopers who in contrast his stoicism to the hardwood that might neither bend nor break. Solely on reflection, nevertheless, did it appear inevitable that Jackson’s army fame would win him the presidency.

Jackson’s oldest and most enduring pal John Overton was the primary to gauge his public acclaim as a nationwide phenomenon, one that would make the celebrated common an invincible politician. Earlier than the Battle of New Orleans, Overton had been amongst those that thought Jackson’s greatest probability was to hunt state workplace, similar to governor of Tennessee. However after the Superb Eighth of January, Overton paused. Listening to Jackson described as an American Cincinnatus—who, like George Washington, had left his plow to guard his nation—brought about others to pause too.

Jackson’s prospects weren’t simply the speak of state homes and Congress however of bizarre people as properly. From vacationers and correspondents, Overton heard that males clustered round wooden stoves in crossroad groceries the place they talked of Andy Jackson as if he have been household. Newspapers from Manhattan to Cellular and from Savannah to St. Louis carried accounts of city squares full of cheering residents passing resolutions of reward and appreciation for a person that they had by no means seen however who appeared like a neighbor, the type you trusted together with your spouse. And why not? People had trusted him with their nation. “I to the listening world do now proclaim,” a poet hymned, “JACKSON’S courageous deeds, his never-dying fame.”

Overton not solely gauged the individuals’s enthusiasm for Jackson, however he additionally judged their discontent with the established order in Washington, D.C. Simply because the failed generalship of others within the Conflict of 1812 burnished Jackson’s glittering army exploits, the denizens of the nation’s capital appeared to be lawyerly, self-serving politicos all the time locked in pointless debates. They turned a counterpoint to Jackson as a person of motion capable of remedy the thorniest issues and beholden to no one whereas doing it.

Overton accordingly recalibrated his plans to purpose at a better goal. He already had at his disposal Tennessee’s dominant political machine, the Blount-Overton faction, however he additionally assembled Jackson’s Tennessee associates into a strong committee whose attain prolonged past politics to incorporate group leaders, completed diplomats, and influential newspapermen. On its face, the chore for this so-called Nashville Junto was each easy and straightforward: Harness enthusiasm for Jackson and watch its energy propel him into the presidency.

Overton, although, knew that making Jackson president can be neither straightforward nor easy. The political institution was positive to balk over his lack of credentials and expertise, and people reservations might appear prudent to the individuals as their ardor over the army hero cooled. The issue turned extra daunting when questions on Jackson’s temperament have been added to the combination. A nation principally unaware of the small print of Jackson’s life was singing his praises, however these acquainted with his previous knew it to be checkered by violence and lapses in judgment. His physique carried two bullets. Neither was from army fight.

Even the grand triumph at New Orleans was mottled by Jackson’s overbearing conduct in its aftermath. He maintained martial regulation lengthy after the British departed. And when civilians grew restive beneath the restrictions, Jackson denounced them as seditious.

As a youth, it was whispered, Jackson had married Rachel Donelson Robards whereas she was married to a different man. And through the years, when the whispers about this matter gained the slightest quantity, Jackson stood able to silence them with drive. Associates intervened in 1803 to cease a duel when Jackson referred to as out Tennessee’s sitting governor over a snide comment concerning the marriage. However three years later, nothing, not even his foe’s bullet, which lodged close to his coronary heart, might cease Jackson from killing younger Nashville lawyer Charles Dickinson as a result of he had made a drunken jest about Rachel’s advantage.

Defending his spouse’s popularity was probably an comprehensible spur to reckless deeds, however Jackson’s sensitive mood and an exaggerated sense of private honor might trigger unseemly conduct for much less decorous causes. In 1813, a foolish disagreement led to a quarrel that exploded when Jackson and an armed entourage set upon the brothers Jesse and Thomas Hart Benton in Nashville. The following brawl featured gunplay (Jackson’s second bullet) and a few vicious knife carving earlier than it ended with Jackson almost bleeding to dying. His wound was extreme sufficient to virtually maintain him out of the Creek Warfare.

That it didn’t was a testomony to Jackson’s iron will, however incidents in the course of the Creek battle recommended a darker aspect to the story. Beleaguered by a mutinous militia, Jackson appeared to lose perspective when he executed a 17-year-old boy over a misunderstanding misinterpreted as insubordination. And Jackson’s males weren’t cautious about culling combatants from the harmless, killing Creek ladies and youngsters together with Creek warriors. After the Battle of Horseshoe Bend, they shot the wounded and counted the lifeless by snipping off the information of their noses.

Even the grand triumph at New Orleans was mottled by Jackson’s overbearing conduct in its aftermath. He maintained martial regulation lengthy after the British departed. And when civilians grew restive underneath the restrictions, Jackson denounced them as seditious. When a Louisiana legislator dared to protest within the press, Jackson locked him up. A federal decide ordered the legislator launched. Jackson jailed the decide.

The proof signifies that Jackson and his pals determined to deal with these questions of character in a preemptive approach by offering the general public with a rigorously crafted story of his life. Revealed in 1817, the biography turned the mannequin for presidential marketing campaign biographies ever afterward. Writer John Henry Eaton acknowledged his process as the straightforward one in every of enhancing Jackson’s established army status whereas fixing the harder editorial puzzle of omitting doubtful particulars about his marriage, his mood, and his occasional disregard for the regulation. The end result was an everlasting picture of Jackson for an avid viewers. Chagrinned rivals would discover that picture troublesome to tarnish from the beginning and, ultimately, inconceivable to change within the public thoughts.

Subsequent steps to advance Jackson’s prospects required cautious calculations in addition to improvements. Calculations have been essential to dent the skepticism of the Washington political institution about Jackson’s health for workplace and his aptitude for holding it. The choice by the Tennessee machine to put Previous Hickory within the U.S. Senate in 1823 risked sacrificing his standing as a political outsider untainted by the byzantine workings within the nation’s capital, however impressing Washington society with Jackson’s courtly demeanor and deliberative statesmanship was well worth the gamble. As with the biography, the outcome was spectacular and lasting. In the meantime, Jackson’s presidential marketing campaign innovated through the use of extant newspapers and founding new ones to tailor messages for particular regional audiences, whereas maintaining vibrant the thought of Jackson as virtuous, diligent, and all the time heroic.

These methods and strategies have been wildly profitable, however they possible would have been inadequate within the absence of the numerous social and political modifications that coincided with the political rise of Andrew Jackson. Certainly, they have been principally answerable for it. Jackson’s presidential candidacy occurred when the politics of deference—the concept solely bookish elites might handle authorities—was waning as democratization gained momentum. The method had began earlier than the Conflict of 1812, lengthy earlier than Jackson turned a political determine, however he can be its principal beneficiary because the cresting wave of democracy lifted his political fortunes.

Despite the fact that they have been fated to endure as legacies to all American political campaigns that adopted, the creation of a picture and its upkeep have been improvements of the second. They completed rather more, although, by establishing the story that the person who had profited from an irresistible motion was additionally its creator—and that narrative is one other lasting legacy of Jackson’s marketing campaign for the presidency. John William Ward’s remark that Jackson was emblematic of an age nonetheless resonates within the time period “Jacksonian Democracy,” however that time period hides the amorphous nature of the occasions. Andrew Jackson was greater than a logo: He was a portent of the best way his nation would conduct its politics from then on, for higher or worse.

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