Paul Krugman: The Real Plumbers of Ohio

Forty years ago, Richard Nixon made a remarkable marketing discovery. By exploiting America’s divisions — divisions over Vietnam, divisions over cultural change and, above all, racial divisions — he was able to reinvent the Republican brand. The party of plutocrats was repackaged as the party of the “silent majority,” the regular guys — white guys, it went without saying — who didn’t like the social changes taking place.

It was a winning formula. And the great thing was that the new packaging didn’t require any change in the product’s actual contents — in fact, the G.O.P. was able to keep winning elections even as its actual policies became more pro-plutocrat, and less favorable to working Americans, than ever.