Republicans met the silverite challenge head on, insisting that gold was the only “honest” currency. Abandoning the gold standard, they insisted, would destroy business confidence and prevent recovery from the depression by making creditors unwilling to extend loans, since they could not be certain of the value of the money in which they would be repaid. The party nominated for president Ohio governor William McKinley, who as a congressman in 1890 had shepherded to passage the strongly protectionist McKinley Tariff.
A Republican cartoon, entitled Dubious, from the 1896 campaign, suggests that Bryan’s platform would reduce the United States to the status of poor countries that utilized silver money.
The election of 1896 is sometimes called the first modern presidential campaign because of the amount of money spent by the Republicans and the efficiency of their national organization. Eastern bankers and industrialists, thoroughly alarmed by Bryan’s call for monetary inflation and his fiery speeches denouncing corporate arrogance, poured millions of dollars into Republican coffers. (McKinley’s campaign raised some $10 million; Bryan’s around $300,000.)
While McKinley remained at his Ohio home, where he addressed crowds of supporters from his front porch, his political manager Mark Hanna created a powerful national political machine that flooded the country with pamphlets, posters, and campaign buttons.
The results revealed a nation as divided along regional lines as in 1860. Bryan carried the South and West and received 6.5 million votes. McKinley swept the more populous industrial states of the Northeast and Midwest, attracting 7.1 million. The Republican candidate’s electoral margin was even greater: 271 to 176. The era’s bitter labor strife did not carry over into the electoral arena; indeed, party politics seemed to mute class conflict rather than to reinforce it. Industrial America, from financiers and managers to workers, now voted solidly Republican, a loyalty reinforced when prosperity returned after 1897.
According to some later critics, the popular children’s classic The Wonderful Wizard of Oz, published by L. Frank Baum in 1900, offered a commentary on the election of 1896 and its aftermath. In this interpretation, the Emerald City (where everything is colored green, for money) represents Washington, D.C., and the Wizard of Oz, who remains invisible in his palace and rules by illusion, is President McKinley. The only way to get to the city is via a Yellow Brick Road (the color of gold). The Wicked Witches of the East and West represent oppressive industrialists and mine owners. In the much-beloved film version made in the 1930s, Dorothy, the all-American girl from the heartland state of Kansas, wears ruby slippers. But in the book her shoes are silver, supposedly representing the money preferred by ordinary people.
Whatever Baum’s symbolism, one thing was clear. McKinley’s victory shattered the political stalemate that had persisted since 1876 and created one of the most enduring political majorities in American history. During McKinley’s presidency, Republicans placed their stamp on economic policy by passing the Dingley Tariff of 1897, raising rates to the highest level in history, and the Gold Standard Act of 1900. Not until 1932, in the midst of another economic depression, would the Democrats become the nation’s majority party. The election of 1896 also proved to be the last presidential election with extremely high voter turnout (in some states, over 90 percent of those eligible). From then on, with the South solidly Democratic and the North overwhelmingly Republican, few states witnessed vigorous two-party campaigns. Voter participation began a downhill trend, although it rose again from the mid-1930s through the 1960s. Today, only around half the electorate casts ballots.