New issues emerged in the late 1880s, as
Grover Cleveland and the Bourbon Democrats made the low tariff "for revenue only" a rallying cry for Democrats in the
1888 election, and the Republican Congress in 1890 legislated high tariffs and high spending. At the state level moralistic pietists pushed hard for
prohibition, and in some states for the elimination of foreign-language schools serving German immigrants. The
Bennett Law in
Wisconsin produced a bruising ethnocultural battle in that state in 1890, which the Democrats won. The millions of postwar immigrants divided politically along ethnic and religious lines, with enough Germans moving into the Democratic Party to give the Democrats a national majority in
1892. Party loyalties were starting to weaken, as evidenced by the movement back and forth of the German vote and the sudden rise of the Populists. Army-style campaigns of necessity had to be supplemented by "campaigns of education", which focused more on the swing voters. " memories of war Cleveland's second term was ruined by a major depression, the
Panic of 1893, which also undercut the appeal of the loosely organized
Populist coalitions in the south and west. A stunning Republican triumph in the
1894 midterm elections nearly wiped out the Democratic Party north of the Mason–Dixon line with the Republicans gaining 110 seats in the House of Representatives. In the
1896 election William Jennings Bryan and the radical
silverite faction seized control of the Democratic Party, denounced their own president, and called for a return to Jeffersonian agrarianism (see
Jeffersonian democracy). Bryan, in his
Cross of Gold speech, talked about workers and farmers crucified by big business, evil bankers and the gold standard. With Bryan giving from five to 35 speeches a day throughout the
Midwest,
straw polls showed his crusade forging a lead in the critical Midwest. Republicans
William McKinley and
Mark Hanna then seized control of the situation; their countercrusade was a campaign of education making lavish use of new advertising techniques. McKinley warned that Bryan's
bimetallism would wreck the economy and achieve equality by making everyone poor. McKinley promised prosperity through strong economic growth based on
sound money and business confidence, and an abundance of high-paying industrial jobs. Farmers would benefit by selling to a rich home market. Every racial, ethnic and religious group would prosper, and the government would never be used by one group to attack another. In particular McKinley reassured the German-Americans, alarmed on the one hand by Bryan's inflation and on the other by
prohibition. McKinley's overwhelming victory combined city and farm, Northeast and Midwest, businessmen and factory workers. He carried nearly every city of 50,000 population, while Bryan swept the rural South (which was off-limits to the Republicans) and Mountain states. McKinley's victory, ratified by an even more decisive reelection in
1900, thus solidified one of the central ideologies of twentieth-century American politics,
pluralism. ==Campaigning changes in 1896==