Editing Barry Goldwater (section)

==1964 presidential election==
{{See also|1964 United States presidential election}}

Goldwater's direct style had made him extremely popular with the Republican Party's suburban conservative voters, based in the [[Southern United States|South]] and the senator's native [[Western United States|West]]. Following the success of ''[[The Conscience of a Conservative]]'', Goldwater became the frontrunner for the GOP Presidential nomination to run against [[John F. Kennedy]].<ref>Aranha, Gerard V, "JFK and Goldwater", The Chicago Tribune www.chicagotribune.com/news/ct-xpm-1998-06-14-9806140015-story.html June 14, 1998, Retrieved December 13, 2020</ref> Despite their disagreements on politics, Goldwater and Kennedy had grown to become close friends during the eight years they served alongside each other in the Senate. With Goldwater the clear GOP frontrunner, he and Kennedy began planning to campaign together, holding [[Lincoln–Douglas debates|Lincoln-Douglas style debates]] across the country and avoiding a race defined by the kind of negative attacks that were increasingly coming to define American politics.<ref>''id''.</ref><ref>Goldwater told the New York paper ''Newsday'' about the agreement in 1973, saying "We talked about it. We both thought it was a great idea," "Goldwater Tells Plan to Stump With Kennedy", ''Los Angeles Times'', June 8, 1973, p. I-17</ref>

==={{Anchor|Republican Primary}} Republican primary===
{{See also|Barry Goldwater 1964 presidential campaign|1964 Republican Party presidential primaries}}
[[File:1964RepublicanPresidentialPrimaries.svg|thumb|300px|Republican primaries results by state
{{col-begin}}
{{col-2}}
{{legend|#c1c1c1|No primary held}}
{{legend|#423121|[[John W. Byrnes]]}}
{{legend|#a59400|Barry Goldwater}}
{{legend|#73638c|[[Henry Cabot Lodge Jr.]]}}
{{col-2}}
{{legend|#668c63|[[James A. Rhodes]]}}
{{legend|#5d73e5|[[Nelson Rockefeller]]}}
{{legend|#c67742|[[William W. Scranton]]}}
{{col-end}}
In South Dakota and Florida, Goldwater finished second to "unpledged delegates", but he finished before all other candidates]]

Goldwater was grief-stricken{{Sfn | Goldwater | 1980 | p = 161 | ps =: "When that assassin's bullet ended the life of John Fitzgerald Kennedy in Dallas on November 22, 1963, it was for me a great personal loss."}} by the [[John F. Kennedy assassination|assassination of Kennedy]] and was greatly disappointed that his opponent in 1964 would not be Kennedy but instead his vice president, former Senate Majority Leader [[Lyndon B. Johnson]] of Texas.<ref name="test">{{citation | url = http://www.mrconservativegoldwaterongoldwater.com/ | title = Mr. Conservative: Goldwater on Goldwater | publisher = HBO | type = documentary film| archive-url = https://web.archive.org/web/20140407105013/http://www.mrconservativegoldwaterongoldwater.com/ | archive-date = April 7, 2014 }}</ref> Goldwater disliked Johnson, later telling columnist John Kolbe that Johnson had "used every dirty trick in the bag."<ref>Iverson, Peter (1997) ''[https://archive.org/details/barrygoldwaterna0000iver/page/118/mode/2up?q=%22used+every+dirty+trick+in+the+bag%22 Barry Goldwater : Native Arizonan].'' Norman: University of Oklahoma Press. p.&nbsp;118. {{ISBN|0806129581}}.</ref>

At the time of Goldwater's presidential candidacy, the Republican Party was split between its conservative wing (based in the West and South) and moderate/liberal wing, sometimes called [[Rockefeller Republican]]s (based in the Northeast and Midwest). Goldwater alarmed even some of his fellow partisans with his brand of staunch [[Fiscal conservatives|fiscal conservatism]] and militant [[anti-communism]]. He was viewed by many moderate and liberal Republicans as being too far on the right wing of the political spectrum to appeal to the mainstream majority necessary to win a national election. As a result, moderate and liberal Republicans recruited a series of opponents, including New York Governor [[Nelson Rockefeller]], [[Henry Cabot Lodge Jr.]], of [[Massachusetts]] and [[Pennsylvania]] Governor [[William Scranton]], to challenge him. Goldwater received solid backing from most of the few Southern Republicans then in politics. A young [[Birmingham, Alabama|Birmingham]] lawyer, [[John Grenier]], secured commitments from 271 of 279 Southern convention delegates to back Goldwater. Grenier would serve as executive director of the national GOP during the Goldwater campaign, the number two position to party chairman [[Dean Burch]] of Arizona. Goldwater fought and won a multi-candidate race for the Republican Party's presidential nomination.

===1964 Republican National Convention===
{{See also|1964 Republican National Convention}}

Eisenhower gave his support to Goldwater when he told reporters, "I personally believe that Goldwater is not an extremist as some people have made him, but in any event we're all Republicans."<ref>{{cite book|title=Before the storm : Barry Goldwater and the unmaking of the American consensus|url=https://archive.org/details/beforestormbarry0000perl_k0s0|url-access=registration|last=Perlstein|first= Rick|date=2009|publisher=Nation|isbn=978-1568584126|page=[https://archive.org/details/beforestormbarry0000perl_k0s0/page/344 344]|oclc=938852638}}</ref> His nomination was staunchly opposed by the so-called [[Rockefeller Republican|Liberal Republicans]], who thought Goldwater's demand for [[rollback|active measures to defeat]] the [[Soviet Union]] would foment a [[nuclear war]]. In addition to Rockefeller, prominent Republican office-holders refused to endorse Goldwater's candidacy, including both Republican senators from New York [[Kenneth Keating|Kenneth B. Keating]] and [[Jacob Javits]], [[Pennsylvania]] governor [[William Scranton]], Michigan governor [[George W. Romney|George Romney]] and Congressman [[John Lindsay|John V. Lindsay]] ([[New York's 17th congressional district|NY-17]]).<ref>"Lindsay Rejects National Ticket; To Run on His Own; He Attacks Positions Taken by G.O.P. Convention in Nominating Goldwater", The New York Times, August 4, 1964, Retrieved December 13, 2020, www.nytimes.com/1964/08/04/archives/lindsay-rejegts-national-ticket-to-run-on-his-own-he-attacks.html</ref> Rockefeller Republican [[Jackie Robinson]] walked out of the convention in disgust over Goldwater's nomination. [[Henry Cabot Lodge Jr.]], who was [[Richard Nixon]]'s running mate in 1960, also opposed Goldwater, calling his proposal of realigning the Democrat and Republican parties into two Liberal and Conservative parties "totally abhorrent" and thought that no one in their right mind should oppose the federal government in having a role in the future of America.<ref>{{cite web|url = https://www.chicagotribune.com/opinion/commentary/ct-perspec-jackie-robinson-100-politics-mlk-nixon-0131-20190130-story.html|title = Jackie Robinson fought for a racially inclusive GOP|website = [[Chicago Tribune]]| date=January 30, 2019 |access-date = December 23, 2020|archive-date = January 20, 2021|archive-url = https://web.archive.org/web/20210120052854/https://www.chicagotribune.com/opinion/commentary/ct-perspec-jackie-robinson-100-politics-mlk-nixon-0131-20190130-story.html|url-status = live}}</ref><ref>"Before the Storm: Barry Goldwater and the Unmaking of the American Consensus", Rick Perlstein, 2009</ref><ref>"Lodge Denounces Party Realigning; "Totally abhorrent", he says of Goldwater's proposal"", New York Times, November 16, 1964</ref>

In the face of such opposition, Goldwater delivered a well-received acceptance speech. According to the author [[Lee Edwards]]: "[Goldwater] devoted more care [to it] than to any other speech in his political career. And with good reason: he would deliver it to the largest and most attentive audience of his life."<ref>{{cite book|title=Goldwater : the man who made a revolution|last=Lee|first=Edwards|publisher=Regnery Publishing|year=1995|isbn=0895264714|location=Washington, D.C.|page=[https://archive.org/details/goldwater00leee/page/267 267]|url=https://archive.org/details/goldwater00leee/page/267}}</ref> Journalist John Adams commented: "his acceptance speech was bold, reflecting his conservative views, but not irrational.  Rather than shrinking from those critics who accuse him of extremism, Goldwater challenged them head-on" in his acceptance speech at the 1964 Republican Convention.<ref>{{cite book|author=Adams, John|title=In the Trenches: Adventures in Journalism and Public Affairs|url=https://books.google.com/books?id=hsALOP-k6-gC&pg=PA73|year=2012|pages=73–|publisher=iUniverse |isbn=978-1462067831|access-date=July 11, 2016|archive-date=November 21, 2016|archive-url=https://web.archive.org/web/20161121234759/https://books.google.com/books?id=hsALOP-k6-gC&pg=PA73|url-status=live}}</ref> In his own words:
{{blockquote|I would remind you that extremism in the defense of liberty is no vice! [40 seconds of applause by the crowd] And let me remind you also that moderation in the pursuit of justice is no virtue! [10 seconds of applause]<ref>{{cite book |editor=Andrews, Robert |title=Famous Lines: A Columbia Dictionary of Familiar Quotations |url=https://books.google.com/books?id=MtciwlIG3sMC&pg=PA159 |year=1997 |page=159 |publisher=Columbia University Press |isbn=978-0231102186 |access-date=July 11, 2016 |archive-date=November 21, 2016 |archive-url=https://web.archive.org/web/20161121143456/https://books.google.com/books?id=MtciwlIG3sMC&pg=PA159 |url-status=live}}</ref><ref>{{YouTube |id=OQ-7g52P7j0 |t=43m55s |title=1964 Barry Goldwater GOP Convention Acceptance Speech, at 43m55s}}</ref><ref>{{cite web |url=https://nationalcenter.org/ncppr/2001/11/04/barry-goldwaters-republican-convention-speech-1964/  |last=Hess |first=Karl |date=November 4, 2001 |website=nationalcenter.org |publisher=National Center for Public Policy Research |title=Barry Goldwater's 1964 Acceptance Speech Republican Presidential Nomination 1964 Republican National Convention Cow Palace San Francisco |access-date=June 27, 2022 |quote=}}</ref>}}
His paraphrase of [[Cicero]] was included at the suggestion of [[Harry V. Jaffa]], though the speech was primarily written by [[Karl Hess]]. Because of President Johnson's popularity, Goldwater refrained from attacking the president directly. He did not mention Johnson by name at all in his convention speech.{{citation needed|date=June 2023}}

Although raised as an [[Episcopal Church (United States)|Episcopalian]],<ref>{{cite book|author=Kurt F. Stone|title=The Jews of Capitol Hill: A Compendium of Jewish Congressional Members|url=https://books.google.com/books?id=ACTF56SnaykC&pg=PA191|year=2010|publisher=Scarecrow Press|page=191|isbn=978-0810877382}}</ref> Goldwater was the first candidate of [[American Jews|Jewish]] descent, through his father, to be nominated for president by a major American party.<ref>{{cite book|last1=Evans|first1=Harold|last2=Buckland|first2=Gail|last3=Baker|first3=Kevin|date=1998|title=The American Century|url=https://books.google.com/books?id=a013AAAAMAAJ|publisher=Knopf|page=515|isbn=0679410708|quote=The first major candidate known to be of ethnic Jewish origin, Goldwater used to joke that only half of him could join an exclusive country club.}}</ref><ref>{{cite book|author=Murray Friedman|title=The Neoconservative Revolution: Jewish Intellectuals and the Shaping of Public Policy|publisher=Cambridge University Press|date=2006|pages=96–97|quote=Goldwater did not run as a Jew and did not seek the support of other Jews. He did not go out of his way to support Israel, either. On the other hand, he never disavowed his Jewish antecedents. ... Whether Goldwater should be seen as Jewish is an open question. }}</ref>

===General election campaign===
[[File:President Johnson and Senator Goldwater.jpg|thumb|President [[Lyndon B. Johnson]] with Senator Goldwater, January 16, 1964]]

After securing the Republican presidential nomination, Goldwater chose his political ally, [[Republican National Convention|RNC]] Chairman [[William E. Miller]] to be his running mate. Goldwater joked he chose Miller because "he drives Johnson nuts".<ref name="Perlstein">{{cite book |first=Rick |last=Perlstein |url=https://books.google.com/books?id=DG3BE0C0VkAC&pg=PA389 |title=Before the Storm: Barry Goldwater and the Unmaking of the American Consensus |year=2002 |page=389 |publisher=PublicAffairs |isbn=978-0786744152 |via=[[Google Books]] |access-date=January 5, 2022 |archive-date=January 5, 2022 |archive-url=https://web.archive.org/web/20220105174419/https://books.google.com/books?id=DG3BE0C0VkAC&pg=PA389 |url-status=live }}</ref> In choosing Miller, Goldwater opted for a running mate who was ideologically aligned with his own conservative wing of the Republican party. Miller [[Ticket balance|balanced the ticket]] in other ways, being a practicing Catholic from the East Coast.<ref name="Perlstein"/> Miller had low name recognition<ref name="Perlstein"/> but was popular in the Republican party and viewed as a skilled political strategist.<ref name="Spurned">{{cite news |last=Weaver |first=Warren Jr |date=September 6, 1964 |title=Miller Spurned the Usual Road to Political Advancement |url=https://timesmachine.nytimes.com/timesmachine/1964/09/06/118536966.html?pageNumber=44 |work=[[The New York Times]] |location=New York, NY |via=[[The New York Times#TimesMachine|Times Machine]] |access-date=January 5, 2022 |archive-date=June 19, 2022 |archive-url=https://web.archive.org/web/20220619194249/https://timesmachine.nytimes.com/timesmachine/1964/09/06/118536966.html?pageNumber=44 |url-status=live }}</ref>

Former U.S. senator [[Prescott Bush]], a [[Moderate Republicans (United States, 1930s–1970s)|moderate Republican]] from [[Connecticut]], was a friend of Goldwater and supported him in the general election campaign.

Future chief justice of the United States and fellow Arizonan [[William H. Rehnquist]] also first came to the attention of national Republicans through his work as a legal adviser to Goldwater's presidential campaign. Rehnquist had begun his law practice in 1953 in the firm of [[Denison Kitchel]] of Phoenix, Goldwater's national campaign manager and friend of nearly three decades.<ref>{{cite news|url=https://www.latimes.com/archives/la-xpm-2002-oct-24-me-kitchel24-story.html|title=Denison Kitchel, 94; Ran Goldwater's Presidential Bid|date=October 24, 2002|first=Dennis|last=McLellan|work=[[Los Angeles Times]]|access-date=June 2, 2013|url-status=live|archive-url=https://web.archive.org/web/20131106065221/http://articles.latimes.com/2002/oct/24/local/me-kitchel24|archive-date=November 6, 2013}}</ref>

Goldwater's advocacy of active interventionism to prevent the spread of communism and defend American values and allies led to effective counterattacks from [[Lyndon B. Johnson]] and his supporters, who said that Goldwater's militancy would have dire consequences, possibly even nuclear war. In a May 1964 speech, Goldwater suggested that nuclear weapons should be treated more like conventional weapons and used in [[Vietnam War|Vietnam]], specifically that they should have been used at [[Dien Bien Phu]] in 1954 to defoliate trees.<ref>{{cite journal |title=Nuclear Weapons and the Vietnam War |url=http://www.watsoninstitute.org/pub/vietnam_weapons.pdf |last=Tannenwald |first=Nina |s2cid=153628491 |journal=The Journal of Strategic Studies |volume=29 |issue=4 |year=2006 |pages=675–722 |doi=10.1080/01402390600766148 |archive-url=https://web.archive.org/web/20131101174405/http://www.watsoninstitute.org/pub/vietnam_weapons.pdf |archive-date=November 1, 2013 |url-status=dead |access-date=May 8, 2013 }}</ref> Regarding Vietnam, Goldwater charged that Johnson's policy was devoid of "goal, course, or purpose," leaving "only sudden death in the jungles and the slow strangulation of freedom".<ref>Matthews 2002</ref> Goldwater's rhetoric on nuclear war was viewed by many as quite uncompromising, a view buttressed by off-hand comments such as, "Let's lob one into the men's room at the [[Moscow Kremlin|Kremlin]]."<ref>{{cite magazine |magazine=Harper's Magazine |url=http://www.mindfully.org/Reform/2004/Republican-Propaganda1sep04.htm|archive-url=http://arquivo.pt/wayback/20091012003831/http://www.mindfully.org/Reform/2004/Republican-Propaganda1sep04.htm|title=Tentacles of Rage: The Republican propaganda mill, a brief history|author=Lapham, Lewis H. |volume=309|issue=1852|date= September 2004 |archive-date=October 12, 2009}}</ref> He also advocated that field commanders in Vietnam and Europe should be given the authority to use [[tactical nuclear weapon]]s (which he called "small conventional nuclear weapons") without presidential confirmation.<ref>{{cite magazine |url=https://books.google.com/books?id=rUwEAAAAMBAJ&pg=PA11-IA1 |title=Our Defense: a Crucial Issue for Candidates |magazine=Life |date=September 25, 1964 |page=11 |access-date=March 3, 2012 |archive-date=May 24, 2021 |archive-url=https://web.archive.org/web/20210524183100/https://books.google.com/books?id=rUwEAAAAMBAJ&pg=PA11-IA1 |url-status=live }}</ref>

[[File:1964 Barry Goldwater bumper sticker.jpg|thumb|1964 presidential campaign bumper sticker representing the Goldwater surname as Au = gold and H<sub>2</sub>O = water]]

Goldwater countered the Johnson attacks by criticizing the administration for its perceived ethical lapses, and stating in a commercial that "we, as a nation, are not far from the kind of moral decay that has brought on the fall of other nations and people.... I say it is time to put conscience back in government. And by good example, put it back in all walks of American life." Goldwater campaign commercials included statements of support by actor [[Raymond Massey]]<ref>{{cite web|url=http://www.livingroomcandidate.org/commercials/1964/raymond-massey |title=Goldwater ad |publisher=Livingroomcandidate.org |date=September 7, 1964 |access-date=March 3, 2012|archive-url=https://web.archive.org/web/20131020013322/http://www.livingroomcandidate.org/commercials/1964/raymond-massey |archive-date=October 20, 2013 }}</ref> and moderate Republican senator [[Margaret Chase Smith]].<ref>{{cite web|url=http://www.livingroomcandidate.org/commercials/1964/senator-margaret-chase |title=Goldwater ad |publisher=Livingroomcandidate.org |date=September 7, 1964 |access-date=March 3, 2012|archive-url=https://web.archive.org/web/20131020013323/http://www.livingroomcandidate.org/commercials/1964/senator-margaret-chase |archive-date=October 20, 2013 }}</ref>

Before the 1964 election, ''[[Fact (U.S. magazine)|Fact]]'' magazine, published by [[Ralph Ginzburg]], ran a special issue titled, "The Unconscious of a Conservative: A Special Issue on the Mind of Barry Goldwater". The two main articles contended that Goldwater was mentally unfit to be president. The magazine supported this claim with the results of a poll of board-certified psychiatrists. ''Fact'' had mailed questionnaires to 12,356 psychiatrists, receiving responses from 2,417, of whom 1,189 said Goldwater was mentally incapable of holding the office of president. Most of the other respondents declined to diagnose Goldwater because they had not clinically interviewed him but said that, although not psychologically unfit to preside, Goldwater would be negligent in the role.<ref>{{cite news|author=Richard A. Friedman |title=How a Telescopic Lens Muddles Psychiatric Insights |url=https://www.nytimes.com/2011/05/24/health/views/24mind.html |newspaper=[[The New York Times]] |date=May 23, 2011 |access-date=May 24, 2011 |archive-url=https://web.archive.org/web/20140401085816/http://www.nytimes.com/2011/05/24/health/views/24mind.html |archive-date=April 1, 2014 |url-status=live  |author-link=Richard A. Friedman }}</ref><ref>{{cite magazine|url=http://www.time.com/time/magazine/article/0,9171,838361,00.html |title=Libel: Fact, Fiction, Doubt & Barry |magazine=Time |date=May 17, 1968 |access-date=March 3, 2012 |archive-url=https://web.archive.org/web/20130624152043/http://www.time.com/time/magazine/article/0%2C9171%2C838361%2C00.html |archive-date=June 24, 2013 |url-status=dead }}</ref>

After the election, Goldwater sued the publisher, the editor and the magazine for libel in ''[[Goldwater v. Ginzburg]]''. "Although the jury awarded Goldwater only $1.00 in compensatory damages against all three defendants, it went on to award him punitive damages of $25,000 against Ginzburg and $50,000 against ''Fact'' magazine, Inc."<ref>{{cite web|url=http://caselaw.lp.findlaw.com/scripts/getcase.pl?court=us&vol=396&invol=1049 |title=Ginzburg v. Goldwater, 396 U.S. 1049 (1970) |work=FindLaw |access-date=March 3, 2012|archive-url=https://web.archive.org/web/20130615215053/http://caselaw.lp.findlaw.com/scripts/getcase.pl?court=us&vol=396&invol=1049|archive-date=June 15, 2013}}</ref> According to [[Warren Boroson]], then-managing editor of ''Fact'' and later a financial columnist, the main biography of Goldwater in the magazine was written by [[David Bar-Illan]], the Israeli pianist.<ref>{{cite web|url=http://www.dailyrecord.com/apps/pbcs.dll/article?AID=/20060411/COLUMNISTS04/604110302/1103/COLUMNISTS |work=Daily Record |title=Wikipedia site filled with major mistakes |date=April 11, 2006 }}{{dead link|date=May 2017 |bot=InternetArchiveBot |fix-attempted=yes }}</ref>

====Political advertising====
{{See also|Daisy (advertisement)}}[[File:Daisy (1964).webm|thumb|left|300px|thumbtime=3|"Daisy" advertisement]]

A Democratic campaign advertisement known as [[Daisy (advertisement)|Daisy]] showed a young girl counting daisy petals, from one to ten. Immediately following this scene, a voiceover counted down from ten to one. The child's face was shown as a still photograph followed by images of [[Effects of nuclear explosions|nuclear explosions]] and [[mushroom cloud]]s. The campaign advertisement ended with a plea to vote for Johnson, implying that Goldwater (though not mentioned by name) would provoke a [[nuclear war]] if elected. The advertisement, which featured only a few spoken words and relied on imagery for its emotional impact, was one of the most provocative in American political campaign history, and many analysts credit it as being the birth of the modern style of "[[negative campaigning|negative political ads]]" on television. The ad aired only once and was immediately pulled, but it was then shown many times by local television stations covering the controversy.<ref>{{cite web|url=http://www.livingroomcandidate.org/commercials/1964/peace-little-girl-daisy|title="Daisy" ad |publisher=Livingroomcandidate.org|date=September 7, 1964|access-date=March 3, 2012|archive-url=https://web.archive.org/web/20140426231953/http://www.livingroomcandidate.org/commercials/1964/peace-little-girl-daisy|archive-date=April 26, 2014}}</ref>

Goldwater did not have ties to the [[Ku Klux Klan]] (KKK), but he was publicly endorsed by members of the organization.<ref>{{cite web|last1=Leffler|first1=Warren K.|title=Ku Klux Klan members supporting Barry Goldwater's campaign for the presidential nomination at the Republican National Convention, San Francisco, California, as an African American man pushes signs back|year=1964|url=https://www.loc.gov/pictures/item/2003673964/|publisher=Library of Congress|access-date=August 8, 2015|archive-date=July 8, 2015|archive-url=https://web.archive.org/web/20150708142935/http://www.loc.gov/pictures/item/2003673964/|url-status=live}}</ref><ref>{{cite web|title=1964 Johnson defeats Goldwater for presidency|url=http://www.history.com/this-day-in-history/johnson-defeats-goldwater-for-presidency|website=History|access-date=August 8, 2015|archive-date=September 5, 2015|archive-url=https://web.archive.org/web/20150905153204/http://www.history.com/this-day-in-history/johnson-defeats-goldwater-for-presidency|url-status=live}}</ref> [[Lyndon B. Johnson]] exploited this association during the elections,<ref>{{cite web | title = 1964 Johnson vs. Goldwater | url = http://www.livingroomcandidate.org/commercials/1964/kkk | website = The Living Room Candidate | access-date = August 8, 2015 | archive-date = September 5, 2015 | archive-url = https://web.archive.org/web/20150905075535/http://www.livingroomcandidate.org/commercials/1964/kkk | url-status = live }}</ref><ref>{{cite book | last1 = Diamond | first1 = Edwin | last2 = Bates | first2 = Stephen | title = The Spot: The Rise of Political Advertising on Television | date = 1992 | publisher = MIT Press | isbn = 0262540657 | page = 132 | url = https://books.google.com/books?id=4u_kT51vIBgC&q=%22i%20like%20barry%20goldwater%2C%20he%20needs%20our%20help%22&pg=PA132 | access-date = August 10, 2015 | archive-date = July 26, 2020 | archive-url = https://web.archive.org/web/20200726161433/https://books.google.com/books?id=4u_kT51vIBgC&pg=PA132&q=%22i%20like%20barry%20goldwater%2C%20he%20needs%20our%20help%22 | url-status = live }}</ref><ref>{{cite book|last1=Dallek|first1=Robert|title=Lyndon B. Johnson : Portrait of a President: Portrait of a President|year= 2004|publisher=Oxford University Press|location=New York|isbn=0199728593|page=186|url=https://books.google.com/books?id=0TFhqWP886YC&q=%22i%20like%20barry%20goldwater%2C%20he%20needs%20our%20help%22&pg=PA186|access-date=August 10, 2015|archive-date=July 26, 2020|archive-url=https://web.archive.org/web/20200726161408/https://books.google.com/books?id=0TFhqWP886YC&pg=PA186&q=%22i%20like%20barry%20goldwater%2C%20he%20needs%20our%20help%22|url-status=live}}</ref> but Goldwater barred the KKK from supporting him and denounced them.<ref>{{cite news|last1=Mohr|first1=Charles|title=Goldwater Bars Klan Aid|url=https://www.nytimes.com/1964/08/07/goldwater-bars-klan-aid.html|work=The New York Times|date=August 7, 1964 |access-date=August 10, 2015|archive-date=March 12, 2016|archive-url=https://web.archive.org/web/20160312031142/http://www.nytimes.com/1964/08/07/goldwater-bars-klan-aid.html|url-status=live}}</ref>

Throughout the presidential campaign, Goldwater refused to appeal to racial tensions or backlash against civil rights. After the outbreak of the [[Harlem riot of 1964]], Goldwater privately gathered news reporters on his campaign plane and said that if anyone attempted to sow racial violence on his political behalf, he would withdraw from the presidential race{{Em dash}}even if it was the day before the election.<ref>{{cite book|title=Before the storm : Barry Goldwater and the unmaking of the American consensus|url=https://archive.org/details/beforestormbarry0000perl_k0s0|url-access=registration|last=Perlstein|first= Rick|date=2009|publisher=Nation|isbn=978-1568584126|page=[https://archive.org/details/beforestormbarry0000perl_k0s0/page/396 396]|oclc=938852638}}</ref>

Past comments came back to haunt Goldwater throughout the campaign. He had once called the [[Eisenhower administration]] "a dime-store [[New Deal]]", and the former president never fully forgave him. However, Eisenhower did film a television commercial with Goldwater.<ref>{{citation|title=Living room candidate|year=1964|url=http://www.livingroomcandidate.org/commercials/1964/ike-at-gettysburg|contribution=Ike at Gettysburg|publisher=Goldwater|type=campaign ad|archive-url=https://web.archive.org/web/20131019120627/http://www.livingroomcandidate.org/commercials/1964/ike-at-gettysburg|archive-date=October 19, 2013 }}</ref> Eisenhower qualified his voting for Goldwater in November by remarking that he had voted not specifically for Goldwater, but for the Republican Party.<ref>{{cite book|last1=Polsky|first1=Andrew|title=The Eisenhower Presidency: Lessons for the Twenty-First Century|year= 2015|publisher=Lexington Books|isbn=978-1498522205|pages=33, 296|edition=1st|url=https://books.google.com/books?id=VItCCwAAQBAJ&q=did%20eisenhower%20vote%20for%20goldwater&pg=PA33|access-date=November 22, 2016|archive-date=July 26, 2020|archive-url=https://web.archive.org/web/20200726153537/https://books.google.com/books?id=VItCCwAAQBAJ&pg=PA33&q=did%20eisenhower%20vote%20for%20goldwater|url-status=live}}</ref> In December 1961, Goldwater had told a news conference that "sometimes I think this country would be better off if we could just saw off the Eastern Seaboard and let it float out to sea." That comment boomeranged on him during the campaign in the form of a Johnson television commercial,<ref>{{citation|url=http://www.livingroomcandidate.org/commercials/1964/eastern-seabord|year=1964|title=Living room candidate|contribution=Eastern Seabord|publisher=Johnson|type=campaign ad|archive-url=https://web.archive.org/web/20131020013045/http://www.livingroomcandidate.org/commercials/1964/eastern-seabord|archive-date=October 20, 2013 }}</ref> as did remarks about making [[Social Security (United States)|Social Security]] voluntary,<ref>{{citation|url=http://www.livingroomcandidate.org/commercials/1964/social-security|contribution=Social Security|publisher=Johnson|type=campaign ad|year=1964|title=Living room candidate|archive-url=https://web.archive.org/web/20131020013320/http://www.livingroomcandidate.org/commercials/1964/social-security|archive-date=October 20, 2013 }}</ref> and statements in [[Tennessee]] about selling the [[Tennessee Valley Authority]], a large local New Deal employer.<ref>{{cite news|last1=Sabato|first1=Larry|title=How Goldwater Changed Campaigns Forever|url=http://www.politico.com/magazine/story/2014/10/barry-goldwater-lasting-legacy-112210_Page3.html|access-date=November 22, 2016|issue=October 27, 2014|publisher=Politico|date=October 27, 2014|archive-date=November 15, 2018|archive-url=https://web.archive.org/web/20181115202659/https://www.politico.com/magazine/story/2014/10/barry-goldwater-lasting-legacy-112210_Page3.html|url-status=live}}</ref>

The Goldwater campaign spotlighted [[Ronald Reagan]], who appeared in a campaign ad.<ref>{{cite web|url=http://www.livingroomcandidate.org/commercials/1964/ronald-reagan|publisher=Goldwater|type=ad|title=The Living Room Candidate – Commercials – 1964 – Ronald Reagan|date=September 7, 1964|access-date= March 3, 2012|archive-url=https://web.archive.org/web/20131020013734/http://www.livingroomcandidate.org/commercials/1964/ronald-reagan|archive-date=October 20, 2013}}</ref> In turn, Reagan gave a stirring, nationally televised speech, "[[A Time for Choosing]]", in support of Goldwater.<ref>{{citation|first=Ronald|last=Reagan|url=http://www.americanrhetoric.com/speeches/ronaldreaganatimeforchoosing.htm|title=A Time for Choosing|type=televised address on behalf of Barry Goldwater|date=October 27, 1964|place=Los Angeles, CA|archive-url=https://web.archive.org/web/20140214035102/http://www.americanrhetoric.com/speeches/ronaldreaganatimeforchoosing.htm|archive-date=February 14, 2014}}</ref>

===Results===
[[File:ElectoralCollege1964.svg|thumb|300px|Electoral College results by state]]

Goldwater only won his home state of Arizona and five states in the [[Deep South]]. The Southern states, traditionally Democratic up to that time, voted Republican primarily as a statement of opposition to the [[Civil Rights Act of 1964|Civil Rights Act]],<ref>{{cite web|url=https://www.history.com/news/how-the-party-of-lincoln-won-over-the-once-democratic-south|title=How the 'Party of Lincoln' Won over the Once Democratic South|date=April 10, 2019 |access-date=September 25, 2021|archive-date=October 2, 2021|archive-url=https://web.archive.org/web/20211002202649/https://www.history.com/news/how-the-party-of-lincoln-won-over-the-once-democratic-south|url-status=live}}</ref> which had been signed into law by Johnson earlier that year. Despite Johnson's support for the Civil Rights Act, the bill received split support from Congressional Democrats due to southerner opposition. In contrast, Congressional Republicans overwhelmingly supported the bill, with Goldwater being joined by only 5 other Republican senators in voting against it.<ref name="Bernard Cosman 1966" /><ref name="Charles S Bullock III 2012 p. 303" />

In the end, Goldwater received 38% of the popular vote and carried just six states: Arizona (with 51% of the popular vote) and the core states of the Deep South: Alabama, Georgia, Louisiana, Mississippi, and South Carolina. In carrying Georgia by a margin of 54–45%, Goldwater became the first Republican nominee to win the state.

Goldwater's poor showing pulled down many supporters. Of the 57 Republican Congressmen who endorsed Goldwater before the convention, 20 were defeated for reelection, along with many promising young Republicans. In contrast, Republican Congressman [[John Lindsay]] ([[New York's 17th congressional district|NY-17]]), who refused to endorse Goldwater, was handily re-elected in a district where Democrats held a 10% overall advantage.<ref>"Lindsay Rejects National Ticket; To Run on His Own; He Attacks Positions Taken by G.O.P. Convention in Nominating Goldwater", NYTimes August 4, 1964, https://www.nytimes.com/1964/08/04/archives/lindsay-rejegts-national-ticket-to-run-on-his-own-he-attacks.html {{Webarchive|url=https://web.archive.org/web/20210506074957/https://www.nytimes.com/1964/08/04/archives/lindsay-rejegts-national-ticket-to-run-on-his-own-he-attacks.html |date=May 6, 2021 }} Retrieved December 7, 2020.</ref> On the other hand, the defeat of so many older politicians created openings for young conservatives to move up the ladder. While the loss of moderate Republicans was temporary—they were back by 1966—Goldwater also permanently pulled many conservative Southerners and whites out of the [[New Deal Coalition]].<ref>Goldberg, ''Barry Goldwater'' pp. 232–237</ref>

According to [[Steve Kornacki]] of ''[[Salon (website)|Salon]]'', "Goldwater broke through and won five [Southern] states—the best showing in the region for a GOP candidate since [[Reconstruction era|Reconstruction]]. In Mississippi—where [[Franklin D. Roosevelt]] had won nearly 100 percent of the vote 28 years earlier—Goldwater claimed a staggering 87 percent."<ref>[[Kornacki, Steve]] (February 3, 2011) [http://www.salon.com/news/politics/war_room/2011/02/03/reagan_southern_strategy/index.html The "Southern Strategy", fulfilled], ''[[Salon (website)|Salon]]'' {{webarchive |url=https://web.archive.org/web/20110413151441/http://www.salon.com/news/politics/war_room/2011/02/03/reagan_southern_strategy/index.html |date=April 13, 2011 }}</ref> It has frequently been argued that Goldwater's strong performance in Southern states previously regarded as Democratic strongholds foreshadowed a larger shift in electoral trends in the coming decades that would make the South a Republican bastion (an end to the "[[Solid South]]")—first in presidential politics and eventually at the congressional and state levels, as well.<ref>{{cite news |first=Daniel |last=Rodriguez | author1-link = Daniel B. Rodriguez|author2=Weingast, Barry R. |title=How the GOP Helped the Democrats Destroy the Solid South |date=July 2006 |publisher=[[Stanford University]] |url=http://politicalscience.stanford.edu/faculty/documents/weingast-untold%20story%20of%201964%20civil%20rights%20act.pdf |access-date =January 7, 2007 |archive-url=https://web.archive.org/web/20110716153517/http://politicalscience.stanford.edu/faculty/documents/weingast-untold%20story%20of%201964%20civil%20rights%20act.pdf|archive-date=July 16, 2011|url-status=dead}}</ref> Also, Goldwater's uncompromising promotion of freedom was the start of a continuing shift in American politics from liberalism to a [[Fiscal conservatism|conservative economic philosophy]].<ref>{{cite encyclopedia |last= Edwards |first= Lee |title= Goldwater, Barry (1909–1998) |author-link= Lee Edwards |editor-first= Ronald |editor-last= Hamowy |editor-link= Ronald Hamowy |encyclopedia= The Encyclopedia of Libertarianism |url= https://books.google.com/books?id=yxNgXs3TkJYC |year= 2008 |publisher= [[SAGE Publishing|Sage]]; [[Cato Institute]] |location= Thousand Oaks, CA |doi= 10.4135/9781412965811.n127 |isbn= 978-1412965804 |oclc= 750831024 |lccn= 2008009151 |pages= 211–212 |quote= [He] opposed Big Government, Big Business, Big Labor, and Big Media. |access-date= December 8, 2016 |archive-date= September 30, 2020 |archive-url= https://web.archive.org/web/20200930100756/https://books.google.com/books?id=yxNgXs3TkJYC%2F |url-status= live }}</ref>