The Case for Changing the Name of the Libertarian Party

by John McDivitt

Posted September 13, 2005

I first made this case back in 1985 and certainly much has changed since then. Another party has since chosen my preferred name. The number of states where the Libertarian Party now has "automatic" ballot status has increased. Yet despite a gulf of twenty years much remains the same.

Why "Libertarian" instead of some other name? Libertarianism is a political philosophy as is liberalism and conservatism, yet we do not have national parties in the United States with those names. Successful political parties in America are "inclusive" or "big tent" and as such their goal is to elect people to office who generally agree with each other. Both the Democrats, and the Republicans allow room for disagreement on issues and the United States Congress offers ample evidence of the variance both of the current dominant parties are willing to accept. Neither the Democratic nor the Republican label particularly means anything unlike the doctrinal partisan terms Liberal or Conservative. I do not believe this is by accident. I propose the Libertarian Party adopt a less ideological name for itself during this period of introspection and reinvention.

As previously stated, "libertarian" represents a particular philosophy which by itself might restrict the number of prospective new supporters. Beyond that, however, it is also a term that has not gained much traction with the American public. It is easily misunderstood and mistaken for other words like "libertine" and so forth. It also abbreviates (L) or Lib which is easily confused with liberal. It seems to me that after 33 years of effort the market penetration is dismal.

So, what would be better? In 1985 my choice was Independence Party. Unfortunately, that name has now been selected by remnants of Ross Perot's Reform Party. It is also being used by a number of unaffiliated state parties— most notably former Governor Jesse Ventura's Independence Party of Minnesota. My second choice back then was some variation on Constitution or Constitutional (although it does not abbreviate well either, (C) or Con being mistaken for conservative). That possibility is now off the table since the U.S. Taxpayers Party renamed itself in 1999. What else might work? Freedom is a synonym for liberty but what would party supporters be called? Freedomists? There is always the possibility of simply shortening the name to Liberty Party. This option would allow members/supporters to continue to call themselves Libertarians and might not disturb existing ballot status. This, however, seems akin to the Republicans changing their name to the Republic Party. Perhaps Patriot or Patriotic Party? That sounds a bit too right wing. People's Party has a certain appeal but who could get used to being called Populists? Besides, it sounds too left wing. Citizen's Party sounds too plain vanilla. Any name with "American" or "Independent" in it is already in use.

After much reflection I have concluded that I am not nearly smart enough to have the answer. What I do know is the name Libertarian Party has not resonated in a marketing sense. The party would be better off calling itself the Federalist Party because that name is fairly meaningless, has higher name recognition than Libertarian and is certainly available. Thomas Jefferson was an Anti-Federalist and what did that get him? The Democratic- Republican Party! I guess these things always come full cycle.

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