They only hate the term: policy branding and the politics of critical race theory

Abstract How does the public form preferences on racialized policy issues that are both widely discussed and broadly misunderstood? This has been the question centering around the sudden attacks on academic terms like “critical race theory” (CRT). I argue that the politicization of, and opinion polarization around, critical race theory is evidence of what I call policy branding, where political parties or organizations brand an arbitrary concept that has national salience into a policy issue. Using a series of original survey experiments, this study shows that one of the primary sources of opposition to critical race theory is the literal use of the term. I juxtapose this with evidence that the education policy issue at the core, antiracist teaching, maintained strong public, bipartisan support. This study has implications for the consequences of political elite capture of academic concepts and ideas.