By the end of his term, Herbert Hoover, a Republican, relented and tried to use the federal government to help those in need. But, by then, it seemed too late for limited measures, and his credibility was shattered. To challenge him, the Democrats nominated New York Gov. Franklin D. Roosevelt, a wealthy American aristocrat and fifth cousin of former President Theodore Roosevelt. His platform called for unemployment assistance, old-age insurance under state laws, legislation to protect labor, assistance for farmers, development of power plants, a repeal of Prohibition, and a balanced budget. He promised a "New Deal" for the American people and this became the slogan for FDR's campaign and, later, his administration.

He won the 1932 election in a landslide with 22.8 million votes to Hoover's 15.7 million. Roosevelt carried 42 states to Hoover's six. Journalist William Allen White said FDR's victory showed "a firm desire on the part of the American people to use government as an agency for human welfare." The electorate had, in effect, taken nearly 150 years of tradition upholding limited government and, in their anxiety and anger, thrown it out the window.

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