James Kimble Publishes New Research on Origins of FDR’s 'New Deal'

James Kimble, Ph.D., professor of communication and the arts, has published new research that reshapes understanding of one of the most consequential political phrases in American history: Franklin D. Roosevelt’s “New Deal.”

Appearing in the Journal of Contemporary History, Kimble’s article, "Untangling the New Deal Slogan’s Origin Stories," revisits long-standing assumptions about how the phrase emerged during the pivotal 1932 presidential campaign.

Drawing on nearly a decade of archival research across eight repositories, Kimble reconstructs the complex and often contradictory narratives surrounding the slogan's origins. His work challenges widely accepted accounts and recovers overlooked contributors to the phrase's rise, offering a clearer and more complete historical record.

"This research project has uncovered what we might think of as the Lost Editorial Cartoon," Kimble said. "Due to a misattribution in the memoir of an FDR aide, historians have for generations failed to find the pivotal drawing that set the candidate’s slogan on its ascendant course. Locating it in the archives secures the crucial role in the rise of the New Deal slogan of cartoonist Charles Macauley of the New York Mirror, whose July 4, 1932, cartoon has eluded historians until now."

Kimble’s findings arrive at a particularly timely moment. As the centennial of Roosevelt’s 1932 campaign approaches, renewed scholarly and public attention is expected to revisit the origins and meaning of the New Deal.

“In terms of correcting the historical record, isolating the origins of FDR’s key slogan provides much-needed clarity in the lead-up to its 100th anniversary in 2032,” Kimble said. “That anniversary will no doubt feature dozens of revisionist books on the rise of the New Deal.”

Beyond attribution, the research also sheds light on the political dynamics of the 1932 election itself. Kimble demonstrates that the phrase “new deal” circulated widely before Roosevelt’s famous convention speech and lacked a fixed meaning, allowing competing interpretations to take hold.

“At the same time, it helps explain why the election of 1932 was so polarized politically,” he said, “as the New Deal slogan arose without a clear definition, allowing both Republicans and Democrats to attribute partisan meanings to it.”

Kimble’s article contributes to a broader scholarly conversation about political language and the power of slogans in shaping public understanding. His analysis shows that what is often remembered as a singular rhetorical moment was, in fact, the product of a complex cultural and political environment in which phrases gained traction through repetition, reinterpretation and media amplification.

The publication represents the first major installment of a larger research agenda. Kimble is currently developing a full-length monograph that will further explore the emergence and evolution of the New Deal slogan, building on the archival discoveries and historiographical corrections introduced in this article.

“This article is just the first taste of a fascinating and forgotten historical saga,” Kimble said.

Kimble’s scholarship focuses on political communication, rhetoric and American public discourse. His work continues to highlight how language, media and historical interpretation intersect to shape understanding of key moments in U.S. history. His research — featured in the New York Times, the Washington Post, the London Times, National Public Radio, Time magazine, People magazine, Smithsonian magazine, Politico magazine and the television show Mysteries at the Museum — has totaled over one billion media exposures worldwide.

Categories: Nation and World, Research