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Michael Smart chuckled as he thought back to their banishment.
Truthfully he couldn’t say for sure what the problem had been, why it was that in 2012, the John Birch Society—the far-right organization historically steeped in conspiracism and opposition to civil rights—had found itself blacklisted by the Conservative Political Action Conference. “Nobody knows the official reason, because they don’t tell you that,” Smart, a field coordinator for the group, told me.
He has theories, of course. Perhaps the Birchers’ unapologetic crusade against “globalism” had started to hit too close to home for the Republican Party of 12 years ago; perhaps their warnings about, of all people, Newt Gingrich—a “wolf in sheep’s clothing” whose onetime membership on the Council on Foreign Relations, as Smart saw it, revealed his “globalist” vision for conservatism—had rankled the Republican powers that be.
In any event, the ouster had made the news, coming as it had after a change in leadership at the American Conservative Union, the host of CPAC, the annual gathering of conservative politicians, commentators, and activists. “When they applied, I said, ‘I don’t want any segregationist groups at CPAC; it sends the wrong message,’” Al Cárdenas, the ACU chair from 2011 to 2014, told me recently. “And that was that.” For some optimistic observers, the decision had signified a small but symbolic effort to purge the movement of its most “highly offensive” elements, as one report put it.
Though CPAC has long catered more to the activist base of the Republican Party than to its establishment, the event has marched steadily closer to the fringes in the years since Donald Trump’s election, the barrier to entry for speakers and organizations being little more than a sufficient appreciation of the 45th president. But even Smart seemed a touch surprised by the ease of it all in 2023; when he applied on behalf of the John Birch Society for a booth at CPAC, and when, after the fuss and hand-wringing of 11 years earlier, the application was approved.
“It was a very basic process,” he recalled with a shrug. (CPAC organizers did not respond to a request for comment about the John Birch Society’s presence at the conference.)
It was half past noon yesterday, day two of the 2024 gathering, and Smart, a soft-spoken, genial man wearing a trim blazer and slacks, was standing before the red-white-and-blue curtained backdrop of the John Birch Society booth. He occasionally paused our conversation to direct curious passersby to the literature spread across a nearby table—brochures outlining the history of the organization (“How are we unique?”); copies of its latest “Freedom Index,” or congressional scorecard; issues of The New American, the group’s in-house journal, including a “TRUMP WORLD” collector’s edition featuring such articles as “Trumping the Deep State” and “The Deplorables.” It was the contemporary output of an organization with an older and more controversial heritage than probably any other group featured this year at CPAC. And yet what was most striking about the John Birch Society of 2024 was how utterly unremarkable it appeared among the various booths lining this hotel conference center.
The John Birch Society, once the scourge of some of the nation’s most prominent conservatives, relegated to the outermost edges of the movement, now fits neatly into the mainstream of the American right. David Giordano, another field coordinator for the organization who was attending CPAC, credited Trump for hastening the shift, challenging the global elite in ways that past Republican presidents had only ever talked about doing. “What were the things they said about him? ‘Racist’ and ‘anti-Semitic’—that got my attention,” Giordano told me, smiling. “What’d they say about the John Birch Society? ‘Racist’ and ‘anti-Semitic.’ That’s when you know you’re over the target.” Longtime members and officers of the organization exuded the polite but unmistakable air of I told you so at the conference. “A lot of people will say, ‘Oh, my grandmother or my dad was a member. We used to think he was crazy, but now, not so much,’” Smart said, beaming. “Because we’ve been warning people about a lot of this stuff for decades, obviously.”
The John Birch Society, so named for a U.S. Army intelligence officer and Christian missionary killed by Chinese Communists toward the end of World War II, was founded in 1958 by Robert Welch, a retired candy manufacturer who made his fortune by way of Sugar Daddies and Junior Mints. Welch persuaded a handful of the country’s wealthiest anti–New Deal businessmen to join him in a mission to extinguish the “international communist conspiracy” he believed had penetrated the U.S. government and was set to consume every facet of American life. President Dwight Eisenhower, Secretary of State John Foster Dulles, CIA Director Allen Dulles—all of them, Welch insisted, were dedicated agents of the U.S.S.R.
For Welch, the Warren Court was incontrovertible evidence of the Soviet mandate in motion, given its decision outlawing prayer in public schools and, crucially, its ushering of America into a racially desegregated future. Donations flooded in as the John Birch Society took aim at the civil-rights movement, the United Nations, local public libraries and school boards, and the diabolical plot apparently enshrouding all of them. As the organization grew in prominence, a number of conservative leaders, including National Review founder William F. Buckley Jr., agonized over how to contain Welch’s influence without alienating the electrified legion of Americans—many of them subscribers to Buckley’s magazine—whom Welch had brought into the movement. In the early 1960s, Buckley would publish a series of editorials critical of Welch and his worldview, urging conservatives to unite in rejection of his “false counsels.” By the mid-’70s, the organization’s formal ranks and funding had significantly dwindled.
Yet the Bircher worldview never really went away. On the margins of the right, it continued to find purchase in new candidates and new personalities who adapted it to meet new moments. The society’s anti-communist crusade translated into alarm over a post–Cold War plot by the global elite to construct a “new world order” defined by porous borders and centralized, socialist rule; the birther conspiracy theories of the Tea Party era fit well within the Bircher tradition. And then, in 2016, the John Birch Society saw many of its core instincts finally reflected in the White House.
Giordano was at first skeptical of Trump’s candidacy. But then he watched as President Trump in short succession scrapped the Trans-Pacific Partnership and withdrew the United States from the Paris climate accords—dramatic blows, in Giordano’s view, to plans for the new world order. Giordano counts COVID—the lockdowns, the vaccines—as the wake-up event for many Americans, himself and others in the John Birch Society included. “I’ve been a member since 1994. And I said to my wife, ‘I wonder if this new world order will come in my lifetime,’” he recalled. And then came 2020. “They said, ‘Go home and flatten the curve.’ And I said, ‘This is the new world order. It’s here.’” He refused to take a vaccine or ever wear a face covering in public, recalling to me the time he successfully wore down a sales associate at Designer Shoe Warehouse who’d asked him to abide by the store policy on masks.
The John Birch Society, Giordano claimed, has been in a “growing phase” in the years since. “I’m constantly signing people up—I’ve got a new chapter in Ocean County; we had no chapters in Delaware, and now I’ve got a new chapter right in Wilmington.” Oddly enough, it’s a Trump victory in November that he fears could reverse the tide. “If Trump wins—which I personally hope—our membership will drop,” he predicted. “‘Oh,’ they’ll all say, ‘he’s gonna save us.’ And I explain to people, we’re the watchers on the Wall. The Founders said, ‘Here’s a constitution; this is forever; you got to fight every day to keep it.’”
Giordano’s claims of growth dovetail with the recent uptick in references to the John Birch Society by right-wing celebrities. Last May, in conversation with the Moms for Liberty co-founder Tina Descovich on his War Room podcast, Steve Bannon mocked left-wing efforts to deploy the “Bircher” label as a smear. “They say, ‘Oh! Moms for Liberty is just the modern version of the John Birch Society,’” Bannon said, laughing, before turning back to Descovich: “You’re doing something right, girl.” A few months before that, Nick Fuentes, a far-right vlogger and white supremacist who has repeatedly denied the Holocaust, heralded the John Birch Society as a “prelude to the Groypers”—the army of neo-Nazi activists and online influencers Fuentes counts as followers.
Some national Republicans, moreover, no longer try to maintain even a nominal distance from the organization. Joining the John Birch Society for its return to CPAC in 2023 were lawmakers including Representatives Marjorie Taylor Greene of Georgia and Ronny Jackson of Texas, both of whom sat for livestreamed interviews with The New American as throngs of conference-goers listened from the sidelines. At this year’s conference, a woman helping staff the booth urged me to check out the magazine’s January issue, the cover of which featured a close-up portrait of Andy Biggs; the Arizona congressman—former chair of the House Freedom Caucus—had sat for an exclusive interview on “many of the issues facing our country,” including President Joe Biden’s “corruption,” as the magazine put it, “immigration, and China.”
It’s unclear just how large the John Birch Society is today—even Smart told me, “They keep those numbers close”—but to measure its influence by membership is to miss the point. Naturally, as the principles and positions of the John Birch Society have insinuated themselves into the mainstream on the right, the Birchers’ own claim to those ideas has weakened. The organization’s rogue crusades of the past are now so familiar and universal that the original fingerprints are no longer visible.
Consider fluoride. At the height of the group’s relevance in the ’60s, the John Birch Society railed against fluoridated drinking water as a communist conspiracy to poison Americans en masse, a go-to data point for the National Review set and others invested in the political exile of the Birchers. As soon as I stepped off the escalator at the convention center outside Washington, D.C., that hosted CPAC, though, I came upon cocktail tables scattered with brochures listing “Fun Facts on Fluoride,” among them that “Fluoride was used by Hitler and Stalin” and that “it will kill you.”
There was no stated affiliation with the John Birch Society, and no person around to discuss the pamphlets. And perhaps that was telling; far from the niche boogeyman of one conservative organization, the perils of fluoride had become part of the generic paraphernalia of the movement. (The “Myth vs Facts” section of the John Birch Society website, I should note, currently states that “while the JBS doesn’t agree with water fluoridation because it is a form of government mass medication of citizens in violation of their individual right to choose which medicines they ingest, it was never opposed as a mind-control plot.”)
Plenty have noted the John Birch Society’s echoes in the GOP’s oft-invoked specter of the “deep state,” the conspiracism that immediately hijacked the memory of Seth Rich, the Democratic National Committee staffer murdered in July 2016. Yet to attend CPAC today is to see those instincts taken to their most troublingly banal ends. Lifestyle and wellness products are hawked as solutions that the medical establishment never wanted you to find; a payment-processing company warns, with a massive image of a human-silhouette target riddled with bullet holes, “Your business is a target.”
For the John Birch Society, returning to CPAC has meant slipping seamlessly back in among groups and personalities that for years have been operating within its legacy, whether they knew it or not. The organization has been “eclipsed by many different groups and offshoots, so they’re not controversial in the same way that, say, Richard Spencer was a few years ago,” Matthew Dallek, a historian at George Washington University and the author of Birchers: How the John Birch Society Radicalized the American Right, told me.
Why was the John Birch Society invited back to CPAC? The better question, in Dallek’s view: “Why wouldn’t it be?”
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Elaina Plott Calabro
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