The term refers to a demographic group believed to be largely unvocal in public discourse, whose opinions are often disregarded. This unspecified majority is presumed to hold moderate or conservative views, particularly regarding social and political issues. Its emergence in the political lexicon of the late 1960s and early 1970s identified individuals who did not actively participate in protests or public demonstrations but whose votes could significantly influence election outcomes. A prominent example is its association with President Richard Nixon, who appealed to this group during a period of intense social upheaval.
Understanding this concept is crucial for comprehending shifts in American political landscapes and the strategies employed to mobilize specific segments of the electorate. It reveals a technique in political campaigns that focuses on appealing to a perceived group with a shared set of values or concerns, even if their direct engagement is limited. Recognizing the historical context, the rise of divisive issues, and the communication methods used to reach this segment illuminates the era’s electoral dynamics.