"As to the whole Southern strategy that Harry S. Dent, Sr. and others put together in 1968, opposition to the Voting Rights Act would have been a central part of keeping the South. Now you don't have to do that. All that you need to do to keep the South is for Reagan to run in place on the issues that he's campaigned on since 1964, and that's fiscal conservatism, balancing the budget, cut taxes, you know, the whole cluster.
[...]
You start out in 1954 by saying, "N-, n-, n-." By 1968 you can't say "n-"; that hurts you, backfires. So you say stuff like, uh, forced busing, states' rights, and all that stuff, and you're getting so abstract. Now, you're talking about cutting taxes, and all these things you're talking about are totally economic things and a byproduct of them is, blacks get hurt worse than whites. "We want to cut this," is much more abstract than even the busing thing, uh, and a hell of a lot more abstract than "N-, n-. So, any way you look at it, race is coming on the backbone."
-Lee Atwater, Republican strategists and member of Reagan administration in 1981