THE ELECTION OF 1896
As the final presidential election of the nineteenth century unfolded, all signs pointed to a possible Populist victory. Not only had the ongoing economic depression convinced many Americans—farmers and factory workers alike—of the inability of either major political party to address the situation, but also the Populist Party, since the last election, benefited from four more years of experience and numerous local victories. As they prepared for their convention in St. Louis that summer, the Populists watched with keen interest as the Republicans and Democrats hosted their own conventions.
The Republicans remained steadfast in their defense of a gold-based standard for the American economy, as well as high protective tariffs. They turned to William McKinley, former congressman and current governor of Ohio, as their candidate. At their convention, the Democrats turned to William Jennings Bryan—a congressman from Nebraska. Bryan defended the importance of a silver-based monetary system and urged the government to coin more silver. Furthermore, being from farm country, he was very familiar with the farmers’ plight and saw some merit in the subtreasury system proposal. In short, Bryan could have been the ideal Populist candidate, but the Democrats got to him first. The Populist Party subsequently endorsed Bryan as well, with their party’s nomination three weeks later (Figure).
Browse through the cartoons and commentary at 1896 at Vassar College, a site that contains a wealth of information about the major players and themes of the presidential election of 1896.
As the Populist convention unfolded, the delegates had an important decision to make: either locate another candidate, even though Bryan would have been an excellent choice, or join the Democrats and support Bryan as the best candidate but risk losing their identity as a third political party as a result. The Populist Party chose the latter and endorsed Bryan’s candidacy. However, they also nominated their own vice-presidential candidate, Georgia Senator Tom Watson, as opposed to the Democratic nominee, Arthur Sewall, presumably in an attempt to maintain some semblance of a separate identity.
The race was a heated one, with McKinley running a typical nineteenth-century style “front porch” campaign, during which he espoused the long-held Republican Party principles to visitors who would call on him at his Ohio home. Bryan, to the contrary, delivered speeches all throughout the country, bringing his message to the people that Republicans “shall not crucify mankind on a cross of gold.”
William Jennings Bryan and the “Cross of Gold”
William Jennings Bryan was a politician and speechmaker in the late nineteenth century, and he was particularly well known for his impassioned argument that the country move to a bimetal or silver standard. He received the Democratic presidential nomination in 1896, and, at the nominating convention, he gave his most famous speech. He sought to argue against Republicans who stated that the gold standard was the only way to ensure stability and prosperity for American businesses. In the speech he said:
We say to you that you have made the definition of a business man too limited in its application. The man who is employed for wages is as much a business man as his employer; the attorney in a country town is as much a business man as the corporation counsel in a great metropolis; the merchant at the cross-roads store is as much a business man as the merchant of New York; the farmer who goes forth in the morning and toils all day, who begins in spring and toils all summer, and who by the application of brain and muscle to the natural resources of the country creates wealth, is as much a business man as the man who goes upon the Board of Trade and bets upon the price of grain; . . . We come to speak of this broader class of business men.
This defense of working Americans as critical to the prosperity of the country resonated with his listeners, as did his passionate ending when he stated, “Having behind us the producing masses of this nation and the world, supported by the commercial interests, the laboring interests, and the toilers everywhere, we will answer their demand 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.’”
The speech was an enormous success and played a role in convincing the Populist Party that he was the candidate for them.
The result was a close election that finally saw a U.S. president win a majority of the popular vote for the first time in twenty-four years. McKinley defeated Bryan by a popular vote of 7.1 million to 6.5 million. Bryan’s showing was impressive by any standard, as his popular vote total exceeded that of any other presidential candidate in American history to that date—winner or loser. He polled nearly one million more votes than did the previous Democratic victor, Grover Cleveland; however, his campaign also served to split the Democratic vote, as some party members remained convinced of the propriety of the gold standard and supported McKinley in the election.
Amid a growing national depression where Americans truly recognized the importance of a strong leader with sound economic policies, McKinley garnered nearly two million more votes than his Republican predecessor Benjamin Harrison. Put simply, the American electorate was energized to elect a strong candidate who could adequately address the country’s economic woes. Voter turnout was the largest in American history to that date; while both candidates benefitted, McKinley did more so than Bryan (Figure).
In the aftermath, it is easy to say that it was Bryan’s defeat that all but ended the rise of the Populist Party. Populists had thrown their support to the Democrats who shared similar ideas for the economic rebound of the country and lost. In choosing principle over distinct party identity, the Populists aligned themselves to the growing two-party American political system and would have difficulty maintaining party autonomy afterwards. Future efforts to establish a separate party identity would be met with ridicule by critics who would say that Populists were merely “Democrats in sheep’s clothing.”
But other factors also contributed to the decline of Populism at the close of the century. First, the discovery of vast gold deposits in Alaska during the Klondike Gold Rush of 1896–1899 (also known as the “Yukon Gold Rush”) shored up the nation’s weakening economy and made it possible to thrive on a gold standard. Second, the impending Spanish-American War, which began in 1898, further fueled the economy and increased demand for American farm products. Still, the Populist spirit remained, although it lost some momentum at the close of the nineteenth century. As will be seen in a subsequent chapter, the reformist zeal took on new forms as the twentieth century unfolded.