Election of 1896

The Candidates Republican Party Nominee - William McKinley Republican Party Nominee - William McKinley Democratic / Populist Party Nominee – William Jennings Bryan Democratic / Populist Party Nominee – William Jennings Bryan

View on the Monetary System Republican Republican Gold Standard Gold Standard The US economy is basically sound The US economy is basically sound No need for silver No need for silver Democrat/Populist Democrat/Populist Bi-metallism (gold & silver) Create inflation so it is easier to repay debt

TARIFF McKinley FOR IT! FOR IT! Keep prices high so corporate profits are high too! Keep prices high so corporate profits are high too! Keep foreign business competitors out of America! Keep foreign business competitors out of America! Bryan NO! NO! Benefits rich factory owners ONLY Benefits rich factory owners ONLY Farmers and laborers have to pay the higher prices Farmers and laborers have to pay the higher prices

Supporters Republicans Republicans Business and Industry Business and Industry “Gold Bugs” “Gold Bugs” Democrats & Populists Democrats & Populists Farmers & Workers “Silver-ites”

Style of Campaign Republican Republican “Front Porch Campaign” “Front Porch Campaign” Newspapers reported what he said Newspapers reported what he said Democrat/Populist Democrat/Populist “Whistle-Stop” Tours Active campaign: shook hands, met the people, memorable speeches

Results Republican Republican Popular Vote Popular Vote 7,104,774 (52%) 7,104,774 (52%) Electoral Vote Electoral Vote Democrat/Populist Democrat/Populist Popular Vote 6,502,925 (48%) Electoral Vote 176

Reason for Results Republicans had the power and influence of Big Business Republicans had the power and influence of Big Business Few people wanted to change leadership if business was succeeding Few people wanted to change leadership if business was succeeding Democrats and Populists had the popular support of the people but many of these voters chose McKinley due to pressure from their bosses Democrats and Populists had the popular support of the people but many of these voters chose McKinley due to pressure from their bosses

The Democratic National Convention in 1896

Bryan’s “Cross of Gold” Speech “You come to us and tell us that the great cities are in favor of the gold standard. I tell you that the great cities rest upon these broad and fertile prairies. Burn down your cities and leave our farms, and your cities will spring up again as if by magic; but destroy our farms and the grass will grow in the streets of every city in the country…. “You come to us and tell us that the great cities are in favor of the gold standard. I tell you that the great cities rest upon these broad and fertile prairies. Burn down your cities and leave our farms, and your cities will spring up again as if by magic; but destroy our farms and the grass will grow in the streets of every city in the country….

Having behind us the commercial interests and the laboring interests and all the toiling masses, we shall answer their demands for a gold standard by saying to them: You shall not press down upon the brow of labor this crown of thorns. You shall not crucify mankind upon a cross of gold” Having behind us the commercial interests and the laboring interests and all the toiling masses, we shall answer their demands for a gold standard by saying to them: You shall not press down upon the brow of labor this crown of thorns. You shall not crucify mankind upon a cross of gold”

Bryan delivering the “Cross of Gold Speech”