The Square Deal was Theodore Roosevelt's domestic program, which reflected his three major goals: conservation of natural resources, corporate law, and consumer protection.
These three demands are often referred to as the "three C's" of Roosevelt's Square Deal. Thus, it aimed at helping middle-class citizens and involved attacking plutocracy and bad trusts while at the same time protecting business from the most extreme demands of organized labor. He explained in 1901–1909:
<blockquote>When I say that I am for the square deal, I mean not merely that I stand for fair play under the present rules of the game, but that I stand for having those rules changed so as to work for a more substantial equality of opportunity and of reward for equally good service. </blockquote>
A Progressive Era Republican, Roosevelt believed in government action to mitigate social evils, and as president he in 1908 denounced "the representatives of predatory wealth" as guilty of "all forms of iniquity from the oppression of wage workers to unfair and unwholesome methods of crushing competition, and to defrauding the public by stock-jobbing and the manipulation of securities."
During his second term, Roosevelt tried to extend his Square Deal further, but was blocked by conservative Republicans in Congress.
History
Coining of the term
thumb|Address to the Boys Progressive League "A square deal for every man and every woman in the United States. . .") by former President Theodore Roosevelt, New York City, recorded March 4, 1913 (according to Allen Koenigsberg's latest research).
The press was using the term "Square Deal" as early as 1871 in a New York Times local news article that reads "Many of the inscriptions on the front of trucks, drays, and other vehicles are quite amusing. On one there is a picture of a hand containing four aces, and over it is inscribed square deal." In 1888, in "letters from the people" (letters to the editor), one writer signed off as "Square Deal". In 1890, the phrase started to appear in headlines, e.g., "Give China a Square Deal" and "Not a Square Deal".
An early usage of "square deal" by Theodore Roosevelt in the press occurred in 1899, when The New York Times quoted his saying, "I did not appoint a man because he came from Dr. Wall's or any other church; I gave each man a square deal on his own account. That is what I mean by Americanism."
In 1901, he declared "a square deal for every man, big or small, rich or poor" during a speech in Lynn, Massachusetts, recorded by stereograph (photo) image.
In a 1903 speech in Springfield, Illinois, he stated, "It seems to me eminently fitting that the guard around the tomb of Lincoln should be composed of colored soldiers. It was my own good fortune at Santiago to serve beside colored troops. A man who is good enough to shed his blood for his country is good enough to be given a square deal afterwards."
In October 1904, while Roosevelt was readying publication of his book A Square Deal for Every Man (Chicago, R. J. Thompson, 1905), The New York Times reported:
The 94-page pamphlet's 75 topics include: America, A Good American, Alaska, Anarchy, Army and Navy, Capital, Character, Charity, Citizenship, Farmer, Peace, Publicity, Trusts, Weaklings, and World Power. Some imitate the form of proverbs.
- "A Square Deal for the South" (January 27)
- "Talks of Square Deal: President's Address at Press Club Banquet" (February 14)
- "Upholds the President: Mormons Know He Will Give Them a Square Deal" (April 10)
- "The 'Square Deal' Defined: President Offers Some Explanations of the Meaning of the Term" (April 15)
- "The Square Deal" (May 18)
The press praised Roosevelt's Square Deal: