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The Southern Strategy provides an excellent example of how racism transitioned from explicit to implicit racism during the 1960s. Lee Atwater, who designed advertisements for Presidential campaigns, said that by 1968, he no longer used derogatory language in advertisements, but instead argued for issues such as states rights’, which became a code phrase for racism (Tonry, 2010, p. 279). The use of code words symbolizes the transition from explicit racism to implicit racism. One of the largest reasons for this transition was a cultural shift that Banaji and Greenwald argue gave rise to political correctness that no longer permitted public racial prejudice (Banaji and Greenwad, 2013, p. 175). This rise in political correctness is further validated by Atwater’s comments above, as he alludes to no longer being able to be explicitly racist advertisements. Kevin Phillips, who designed the Southern Strategy for the Republican party admitted that they used the black “socioeconomic revolution” of the 1960s to “manipulate whites’ racial amicus and anxiety” in order to win votes (Tonry, 2010, p. 278). Once again, economic tensions are seen to be a driving factor behind racism, repeating and reinforcing the same systematic and institutional racism that had become a staple of American society by the 1960s.