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Written by Dr. Billy James Hargis and published by the Christian Crusade in Tulsa, Oklahoma, this pamphlet exemplifies the fervent right-wing backlash against perceived liberal and leftist ideologies during the height of the Cold War. Specifically targeting Americans for Democratic Action (ADA), it offers a snapshot of mid-century political polarization—one in which advocacy groups routinely accused each other of undermining the nation’s core values.
Historical Context
In the late 1940s through the 1960s, America was locked in ideological struggles both abroad and at home. While the country fought the spread of communism overseas, internal debates raged between conservatives and liberals over issues such as civil rights, labor organization, and federal spending. Founded in 1947, the ADA brought together prominent liberals (including then–Mayor Hubert Humphrey of Minneapolis) who supported New Deal–style reforms and progressive policies. Groups like the Christian Crusade, led by televangelist Billy James Hargis, regarded such liberal agendas as dangerously “socialist” or even “communist,” pointing to their broader fear of subversion.
Strategy and Messaging
- Portrayal of a “Leftist Threat”: Hargis frames the ADA as part of a larger network of radical left-wing forces allegedly seeking to weaken American democracy. By invoking terms like “radicalism” and “double standard,” the pamphlet casts suspicion on ADA’s moderate liberal positions.
- Use of High-Profile Targets: The pamphlet strategically cites public figures—like Senator Barry Goldwater (in contrast to the ADA), as well as known ADA members or supporters—to raise the specter of a left-wing influence over government offices.
- Religious and Patriotic Appeals: Hargis taps into Christian Crusade’s devout audience by presenting this as a moral crusade against un-Christian socialism. Repeated references to “God-given heritage” of freedom and calls to “save America” position the pamphlet’s readership as righteous defenders of liberty.
Language, Imagery, and Symbolism
- Bold Cover Design: Large, blocky typography and the repeating “ada” circles reflect an alarmist tone—suggesting the group’s name itself is a sort of insistent chant.
- Cold War Rhetoric: Words like “subversive,” “communist,” and “red China” tap directly into the paranoia that dominated U.S. political discourse of the era.
- Call to Action: The closing pages include a checklist urging readers to “Join Christian Crusade,” learn the rhetoric of anti-communism, and recruit friends. This mobilizing language underscores the pamphlet’s primary purpose as a rallying cry against perceived infiltration by the left.
Longer-Term Impact and Relevance
Though Americans for Democratic Action remained a significant voice in liberal politics, attacks like those from the Christian Crusade exemplified the broader mid-century polarization that sometimes veered into McCarthy-style tactics. Many of Hargis’s accusations did not gain mainstream traction, but his style of pamphleteering—fusing religious fervor with staunch anti-communism—paved the way for modern conservatism’s “culture war” strategies. The piece also foreshadows how media-savvy activists could energize niche audiences and shape national conversations about patriotism, freedom, and the perceived dangers of the “radical left.”
Special thanks to the USC Digital Imaging Lab for their support in digitizing this item.
