'A marketing slogan or a geographical reality?' Critically assess the validity of these interpretations of the term 'Sunbelt'.

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‘A marketing slogan or a geographical reality?’ Critically assess the validity of these interpretations of the term ‘Sunbelt’.

By Katie Clarke

The Sunbelt is a term first coined by Kevin Phillips in his book, ‘The Emerging Republican Majority‘. “He (Philips) coined this term to describe what he believed was an enormously important shift in United States political and cultural geography to the Florida - Texas - Southern California Sunbelt.” (Browning & Gesler 1979, p.66). Since this book, many different forms of media have used the term and now many companies use it as a slogan. Many scholars have argued over where the Sunbelt is and if there is one at all.

One definition of the Sunbelt is that it is the former cotton belt, States in the south of America that were once the worlds leading cotton producers. Before the invention of the cotton gin the labour intensive industry of cotton picking and shelling relied heavily on slavery. “When slavery disappeared so did the south’s main source of collateral” (Schulman 1991, p.3). Without slaves, cotton and tobacco prices plummeted and the south fell into debt. In 1932 cotton prices were at an all time low of 6.5 cents, but by 1935 prices had risen and stabilised at 11.09 cents. This was all thanks to the Agricultural Adjustment Act initiated by President Roosevelt who had plans to equalise development throughout the United States. “The Agricultural Adjustment Act had strengthened southern planters. Unlike southern manufacturing they could afford to drop their guard and welcome federal intervention” (Schulman 1991, p.20). William Faulkner believed that this ‘drop in their guard’ led to the downfall of the cotton region and the beginning of the Sunbelt. “Our economy is no longer agricultural, our economy is the Federal Government”. (Schulman 1991, p.135). Schulman claims that it was this area, with its unique political and economic phenomenon that led to the term ‘Sunbelt’. Today, the Sunbelt is seen as much more than just an area in southern America. “The Sunbelt came to be seen as the new frontier of economic development and political power” (Sawers & Tabb 1984, p.7).

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Several academic writings have pointed at four categories for identifying the Sunbelt: sunshine, population change, federal involvement and economic well being. (Rice 1981, Browning & Gesler 1979). This criteria is appropriate for defining the Sunbelt because of what the Sunbelt is commonly regarded as. Sunshine hours are important for it is the defining factor and what gives the belt its name. Population change is important because the Sunbelt States are popular for retirees and other migrants. One example of this is Florida, which in 1950 contained less than three million people, had a population of 16 million by 2000

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