Ted Cruz: Will He Damage GOP Rebranding?

There’s a lot of talk in many informed political circles about the Republican Party’s “rebranding” effort — a way to recreate its “high concept” image among the non-choir members who voted against it. But Steve Kronacki argues that Texas Senator Ted Cruz, who is increasingly being liked to the late and unlamented (among the majority of Americans) Sen. Joseph McCarthy and who is doubling down when he’s accused of using McCarthy style smear tactics, is an obstacle to the rebranding.

What makes Cruz and Cruz-ism a particular problem for his party is the demographic conundrum Republicans now face. Obama’s reelection (and Democrats’ unexpected gains in the Senate) was testament to the rising clout of the “coalition of the ascendant” – African-Americans, Hispanics, Asians, women (particularly single women), Millennials. As Joan Walsh pointed out last week, Cruz’s Cuban-American background by itself won’t improve his or his party’s standing with Hispanics or other minorities. Instead, he’s appealing to the aging, overwhelmingly white core of the Republican base – voters whose grievances against the government in the 1970s and 1980s turned them against the Democratic Party and attracted them to Ronald Reagan and his ideological descendants.

So Cruz is now positioned as a major obstacle to the ideological modernization that the Republican Party is desperately in need of. If his brand of conservatism is treated as the gold standard of purity by the conservative media and conservative activists, Republican leaders will have a hard time moving the party away from its Obama-era orthodoxy. This could affect the calculations of Republican office-holders in the coming months, as Congress tackles immigration, guns and other issues on which the GOP is out of step with mainstream opinion. It could also lead to more trouble for the party in Senate races next year. In some states, like Cruz’s Texas, it really doesn’t matter whom the GOP nominates; the party will win anyway. But in other states, the nomination of a Cruz-like candidate can be an act of electoral suicide.

When firebrands like McCarthy and Helms were on the scene, the Republican Party was more geographically and ideologically diverse. In McCarthy’s time, for instance, liberal Republicans from the Northeast loomed large in the party – a key reason why Dwight Eisenhower, who governed as a moderate, managed to beat back the ultra-conservative Robert Taft in 1952. And through the 1980s, Republican presidential candidates regularly contested and won large industrial states. The political damage that McCarthy and Helms did to their party was limited.

But the GOP’s appeal has narrowed in the last decade or two. That doesn’t mean the party is doomed, but it does need a reboot – a reboot that’s difficult to envision as long as the party’s base continues to celebrate behavior like Cruz’s.

Despite talk about rebranding, if you follow politics you can’t help but conclude that the GOP is still being pulled towards presenting the public face of a party that speaks to Tea Party members, members of the talk radio political culture, and those that market political paranoia.

Not a good sign — if rebranding is in deed what the GOP needs to win national elections as the Democratic Party coalition not only expands, but solidifies.