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Beyond portraying race relations as a zero-sum economic game, GOP contenders courted southern white voters by championing “colorblindness.” The color-blind message gave white Americans and, particularly, white southerners a way to move past race, while rendering federal programs to counteract institutional racism unnecessary. Replacing race-baiting with race-burying, the Long Southern Strategy catalyzed a political muteness on race that endured and gave rise to a myth of post-racialism. This myth, while attractive to white southern voters, not only misconstrues the degree and nature of racial animus still present in the hearts and minds of many white Americans, but it also fuels Racial Resentment at continued efforts to protect minority civil rights, at politically correct speech, or at efforts to address structural racial inequities.

The Long Southern Strategy was “long” because all three components of the strategy—choosing to exploit white racial angst, fear of feminism, and evangelical righteousness—were necessary to build a solid red base in the states of the old Confederacy. The stark polarization that resulted from these partisan choices unraveled the New Deal coalition. It also redivided white Americans not just along the Mason-Dixon line, but across the imagined fault line of southern identity. Thus, conservatism was redefined on the basis of white southern identity, and that definition became the baseline ideology of the Republican brand nationwide. A partisan sorting and realignment followed. As a result, the distribution of white Americans who harbor Racial Resentment or Modern Sexist attitudes or who identify as Christian fundamentalists is no longer even across the parties, and now, within the GOP, there is not enough opposition to fully suppress such prejudice or religiosity.

In an effort to win southern white voters, the GOP embraced the old southern religion turning the church faithful into the party loyal. They did so because in many parts of the South, the church remains the central institution defining, organizing, and politicizing its surrounding community. A “sacred canopy” drapes over the region, where there is a common cosmology that is intractable from southern white identity, including its reverence for white supremacy and patriarchy. In general, as a block, white southerners were more evangelical, Protestant, fundamentalist, and moralist than the rest of the country. The not-so-new southern religiosity satisfies an appetite for certainty, conformity, and even social status. As a means to solidify southern white support, the Long Southern Strategy framed southern white Christianity as under attack and cast the GOP as its protector, the price of which is increased cultural defensiveness, anxiety, fear, and distrust.