The 1828 U.S. presidential election between Andrew Jackson and incumbent president John Quincy Adams is often regarded as one of the most pivotal elections in American history. Not only did it mark the rise of Andrew Jackson and his brand of populism, but it also introduced tactics and strategies that would become standard in modern political campaigns. The election was marked by intense personal attacks, widespread voter mobilization, and the birth of new methods of political marketing. This election was a watershed moment that shifted the dynamics of American politics and introduced the strategies that still resonate in campaigns today.
The Political Landscape of the Early 19th Century
By 1828, the political landscape of the United States was undergoing significant change. The “Era of Good Feelings,” characterized by the dominance of the Democratic-Republican Party, had come to an end. The election of 1824 had splintered the party into factions, leading to the birth of new political alliances. In that election, Andrew Jackson had won the most popular and electoral votes but failed to secure the presidency when the contest was thrown to the House of Representatives. The House, led by Speaker Henry Clay, chose John Quincy Adams, a move that Jackson’s supporters labeled a “corrupt bargain.”
This perceived injustice fueled Jackson’s 1828 campaign. Jackson, a war hero from the Battle of New Orleans, was seen as a man of the people, while Adams was portrayed as an elitist tied to political insiders. Jackson’s campaign would capitalize on this populist narrative, appealing to ordinary citizens and harnessing their anger against the political establishment.
Andrew Jackson: The People’s Candidate
The 1828 campaign framed Andrew Jackson as the first true “man of the people.” Prior to this election, most U.S. presidents were wealthy, educated men from prominent families. Jackson, by contrast, was a self-made man from humble beginnings. His background resonated with a growing electorate of white male voters who saw in Jackson someone who understood their struggles and concerns.
Jackson’s supporters portrayed him as a rough-and-tumble frontiersman, a stark contrast to Adams, who was described as out of touch with common Americans. Jackson’s rugged image, combined with his status as a military hero, created a powerful narrative. This populist approach was revolutionary in an era when most politicians presented themselves as part of the elite governing class. Jackson’s campaign embraced the notion that the government should be led by someone who represented the ordinary citizen.
The Birth of Modern Political Campaigning
The 1828 election introduced several elements of political campaigning that would come to define the modern electoral process. These tactics included targeted messaging, smear campaigns, mass mobilization, and the use of slogans, symbols, and paraphernalia.
1. Mass Campaigning and Voter Mobilization
One of the most significant changes in the 1828 election was the way campaigns actively sought to mobilize voters. Jackson’s supporters organized rallies, parades, and other public events to energize the electorate. These events were designed to create enthusiasm for Jackson and to encourage political participation among those who felt disconnected from the elite circles of power. It was the first time a presidential candidate had used large-scale, organized efforts to rally voters across the country.
Additionally, the electorate itself had expanded significantly since the early days of the Republic. Many states had eliminated property requirements for voting, allowing more white males to cast ballots. Jackson’s campaign recognized the importance of this expanding electorate and actively courted their votes. By focusing on the needs and desires of ordinary citizens, Jackson’s campaign helped usher in an era of greater voter participation.
2. Negative Campaigning and Personal Attacks
The 1828 election is also remembered for its vicious personal attacks, which set the stage for modern negative campaigning. Both sides engaged in unprecedented levels of mudslinging, turning the election into one of the dirtiest in American history. Jackson’s opponents, led by the Adams camp, launched scathing attacks on Jackson’s personal life, portraying him as an uncivilized, violent man unfit for the presidency.
The Adams campaign attacked Jackson’s marriage, calling into question the legitimacy of his union with his wife, Rachel. They accused her of bigamy, claiming that her previous divorce had not been finalized before she married Jackson. These attacks deeply affected Jackson and his wife, and Rachel’s health deteriorated during the campaign. She died shortly after the election, and Jackson blamed her death on the personal attacks she had endured during the campaign.
Jackson’s supporters, in turn, responded with equally harsh attacks on John Quincy Adams. They accused Adams of being elitist and corrupt, and they portrayed him as a puppet of European aristocracies. One of the most scandalous accusations was that Adams had procured a young American girl for the Russian czar during his time as ambassador, a baseless claim that nevertheless tarnished his reputation. This use of false accusations and character assassination became a hallmark of political campaigns in the years to come.
3. Slogans, Symbols, and Political Paraphernalia
The Jackson campaign was also a pioneer in the use of political slogans, symbols, and paraphernalia to create a sense of unity and identity among voters. Jackson’s supporters used the slogan “Old Hickory” to refer to his toughness and resilience, comparing him to a hickory tree, which is known for its strength. The name stuck, and Jackson became widely known by this nickname. “Old Hickory” helped build his image as a strong, capable leader who could stand up to the political elites.
Jackson’s campaign also distributed buttons, ribbons, and other items emblazoned with his name and slogans. These items helped create a sense of community among his supporters and gave them a tangible way to show their allegiance to Jackson. The use of campaign merchandise would become a standard practice in future elections, cementing its place in modern political campaigning.
The Role of the Press
The press played a crucial role in the 1828 election, marking another significant shift toward modern political campaigning. Newspapers aligned with both Jackson and Adams published partisan editorials and articles designed to sway public opinion. Jackson’s supporters established newspapers specifically to promote his candidacy, using them as propaganda tools to spread their message.
In many ways, the 1828 election was the birth of the partisan press. The proliferation of newspapers and their alignment with political parties laid the groundwork for the media’s role in shaping elections. While earlier elections had seen newspaper involvement, the 1828 election took this to a new level, with print media becoming an integral part of the political process.
The Result: Jackson’s Victory and the End of the Elite Consensus
On December 3, 1828, Andrew Jackson won a resounding victory over John Quincy Adams. Jackson captured over 56% of the popular vote and won 178 electoral votes to Adams’s 83. This decisive win marked the rise of Jacksonian democracy, a political movement that sought to expand the power of the presidency and increase the influence of the common man in government.
Jackson’s victory represented a fundamental shift in American politics. The election of 1828 broke the monopoly that elite political figures had held on the presidency. It showed that a candidate could appeal directly to the people and win by rallying the masses against the established order.
Conclusion: The Legacy of the 1828 Election
The 1828 election was a turning point in American political history, introducing new techniques and strategies that would shape future campaigns. Andrew Jackson’s ability to mobilize voters, use personal attacks, and create a populist image marked the birth of modern political campaigning. His success demonstrated the power of direct appeals to the electorate, paving the way for future presidential candidates to harness the energy of the people.
The tactics pioneered during Jackson’s campaign—mobilizing voters, personalizing politics, and using the media as a tool for mass communication—continue to define the nature of American electoral politics. In many ways, the election of 1828 was not just a contest between two candidates, but the dawn of a new era in how elections were fought and won.