Among the strongest supporters of Ronald Reagan’s campaign for president were members of the Religious Right, including Christian groups like the Moral Majority, 61 percent of whom voted for him. By 1980, evangelical Christians had become an important political and social force in the United States ([link]). Some thirteen hundred radio stations in the country were owned and operated by evangelicals. Christian television programs, such as Pat Robertson’s The 700 Club and Jim Bakker’s The PTL (Praise the Lord) Club, proved enormously popular and raised millions of dollars from viewer contributions. For some, evangelism was a business, but most conservative Christians were true believers who were convinced that premarital and extramarital sex, abortion, drug use, homosexuality, and “irreligious” forms of popular and high culture were responsible for a perceived decline in traditional family values that threatened American society.
Despite the support he received from Christian conservative and family values voters, Reagan was hardly an ideologue when it came to policy. Indeed, he was often quite careful in using hot button, family-value issues to his greatest political advantage. For example, as governor of California, one of the states that ratified the Equal Rights Amendment (ERA) in its first year, he positioned himself as a supporter of the amendment. When he launched his bid for the Republican nomination in 1976, however, he withdrew his support to gain the backing of more conservative members of his party. This move demonstrated both political savvy and foresight. At the time he withdrew his support, the Republican National Convention was still officially backing the amendment. However, in 1980, the party began to qualify its stance, which dovetailed with Reagan’s candidacy for the White House.
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Reagan believed the Fourteenth Amendment to the Constitution was sufficient protection for women against discrimination. Once in office, he took a mostly neutral position, neither supporting nor working against the ERA. Nor did this middle position appear to hurt him at the polls; he attracted a significant number of votes from women in 1980, and in 1984, he polled 56 percent of the women’s vote compared to 44 percent for the Democratic ticket of Walter Mondale and Geraldine Ferraro, the first female candidate for vice president from a major party.
Reagan’s political calculations notwithstanding, his belief that traditional values were threatened by a modern wave of immoral popular culture was genuine. He recognized that nostalgia was a powerful force in politics, and he drew a picture for his audiences of the traditional good old days under attack by immorality and decline. “Those of us who are over thirty-five or so years of age grew up in a different America,” he explained in his farewell address. “We were taught, very directly, what it means to be an American. And we absorbed, almost in the air, a love of country and an appreciation of its institutions. . . . The movies celebrated democratic values and implicitly reinforced the idea that America was special.” But this America, he insisted, was being washed away. “I’m warning of an eradication of the American memory that could result, ultimately, in an erosion of the American spirit.”
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Concern over a decline in the country’s moral values welled up on both sides of the political aisle. In 1985, anxiety over the messages of the music industry led to the founding of the Parents Music Resource Center (PMRC), a bipartisan group formed by the wives of prominent Washington politicians including Susan Baker, the wife of Reagan’s treasury secretary, James Baker, and Tipper Gore, the wife of then-senator Al Gore, who later became vice president under Bill Clinton. The goal of the PMRC was to limit the ability of children to listen to music with sexual or violent content. Its strategy was to get the recording industry to adopt a voluntary rating system for music and recordings, similar to the Motion Picture Association of America’s system for movies.
The organization also produced a list of particularly offensive recordings known as the “filthy fifteen.” By August 1985, nearly twenty record companies had agreed to put labels on their recordings indicating “explicit lyrics,” but the Senate began hearings on the issue in September ([link]). While many parents and a number of witnesses advocated the labels, many in the music industry rejected them as censorship. Twisted Sister’s Dee Snider and folk musician John Denver both advised Congress against the restrictions. In the end, the recording industry suggested a voluntary generic label. Its effect on children’s exposure to raw language is uncertain, but musicians roundly mocked the effort.
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