So I don’t normally issue corrections of others’ work here, but since the New Deal is very much my manor…I have to disagree with djw and Scott on this one. (To be clear, I disagree on the historiography, not the larger point about messaging.)
Did FDR hit Hoover on over-spending and promise that he’d cut spending? Yes. But FDR was never that much of a fan of consistency, so he also ran on massively expanding Federal farm support (something Hoover was opposed to), massively expanding Federal public works (something Hoover had vetoed and had to be bullied into allowing), and massively expanding previously non-existant Federal relief spending (again, something Hoover was opposed to). While the New Deal wasn’t a fully-fleshed out agenda in 1932, the core of it was there.
While that first position was definitely important for the Bernard Baruch/Lewis Douglas/balanced-budget/gold-standard Democrats, they were a pretty small elite group outside of financial circles. In terms of constituencies with more weight, I think the rest of the platform was the bigger doorstep issue.
So to quote from FDR’s nomination acceptance speech in 1932 in which he pledged the delegates and himself to “a new deal for the American people”:
I know something of taxes. For three long years I have been going up and down this country preaching that Government–Federal and State and local–costs too much. I shall not stop that preaching. As an immediate program of action we must abolish useless offices. We must eliminate unnecessary functions of Government–functions, in fact, that are not definitely essential to the continuance of Government. We must merge, we must consolidate subdivisions of Government, and, like the private citizen, give up luxuries which we can no longer afford…
And now one word about unemployment, and incidentally about agriculture. I have favored the use of certain types of public works as a further emergency means of stimulating employment and the issuance of bonds to pay for such public works, but I have pointed out that no economic end is served if we merely build without building for a necessary purpose. Such works, of course, should insofar as possible be self-sustaining if they are to be financed by the issuing of bonds. So as to spread the points of all kinds as widely as possible, we must take definite steps to shorten the working day and the working week.
Let us use common sense and business sense. Just as one example, we know that a very hopeful and immediate means of relief, both for the unemployed and for agriculture, will come from a wide plan of the converting of many millions of acres of marginal and unused land into timberland through reforestation…
In so doing, employment can be given to a million men. That is the kind of public work that is self-sustaining, and therefore capable of being financed by the issuance of bonds which are made secure by the fact that the growth of tremendous crops will provide adequate security for the investment.
Yes, I have a very definite program for providing employment by that means. I have done it, and I am doing it today in the State of New York. I know that the Democratic Party can do it successfully in the Nation. That will put men to work, and that is an example of the action that we are going to have.
Now as a further aid to agriculture, we know perfectly well– but have we come out and said so clearly and distinctly?–we should repeal immediately those provisions of law that compel the Federal Government to go into the market to purchase, to sell, to speculate in farm products in a futile attempt to reduce farm surpluses. And they are the people who are talking of keeping Government out of business. The practical way to help the farmer is by an arrangement that will, in addition to lightening some of the impoverishing burdens from his back, do something toward the reduction of the surpluses of staple commodities that hang on the market. It should be our aim to add to the world prices of staple products the amount of a reasonable tariff protection, to give agriculture the same protection that industry has today.
And in exchange for this immediately increased return I am sure that the farmers of this Nation would agree ultimately to such planning of their production as would reduce the surpluses and make it unnecessary in later years to depend on dumping those surpluses abroad in order to support domestic prices. That result has been accomplished in other Nations; why not in America, too?
Farm leaders and farm economists, generally, agree that a plan based on that principle is a desirable first step in the reconstruction of agriculture. It does not in itself furnish a complete program, but it will serve in great measure in the long run to remove the pall of a surplus without the continued perpetual threat of world dumping. Final voluntary reduction of surplus is a part of our objective, but the long continuance and the present burden of existing surpluses make it necessary to repair great damage of the present by immediate emergency measures…
What do the people of America want more than anything else? To my mind, they want two things: work, with all the moral and spiritual values that go with it; and with work, a reasonable measure of security–security for themselves and for their wives and children. Work and security–these are more than words. They are more than facts. They are the spiritual values, the true goal toward which our efforts of reconstruction should lead. These are the values that this program is intended to gain; these are the values we have failed to achieve by the leadership we now have.
Our Republican leaders tell us economic laws–sacred, inviolable, unchangeable–cause panics which no one could prevent. But while they prate of economic laws, men and women are starving. We must lay hold of the fact that economic laws are not made by nature. They are made by human beings.
Yes, when–not if–when we get the chance, the Federal Government will assume bold leadership in distress relief. For years Washington has alternated between putting its head in the sand and saying there is no large number of destitute people in our midst who need food and clothing, and then saying the States should take care of them, if there are. Instead of planning two and a half years ago to do what they are now trying to do, they kept putting it off from day to day, week to week, and month to month, until the conscience of America demanded action.
I say that while primary responsibility for relief rests with localities now, as ever, yet the Federal Government has always had and still has a continuing responsibility for the broader public welfare. It will soon fulfill that responsibility.”
So was “government economies” part of the mix? Sure. But so was farm supports, so was public works, and so was Federal relief. Voters in 1932 were desperate, not idiots. They knew what they were getting with the New Deal.