Turns out that Barack Obama may be less the brilliant politician (as I have argued) than master of marketing. That would explain why he was named "marketer of the year" for 2008 by Advertising Age.
Or perhaps in this American day and age there is no difference between electioneering and marketing.
It also turns out that Obama raised far less of his record-breaking campaign cash from small donors than originally reported. According to the Campaign Finance Institute, only about a quarter of his haul came from donations of $200 or less, about the same as George W. Bush in 2004, and far less than the 38% for Howard Dean in that same year.
So much for the grass roots uprising that supposedly carried Obama to victory. Like most winning politicians, he outspent his opponents. And he outmarketed them.
In a speech given in Boston recently, Noam Chomsky called Obama's "grass roots" backers essentially a recruited army of enthusiasts. So did the press. There's a big difference, says Chomsky, between a "recruited army" and a true grass roots movement:
"...the army is supposed to take instructions, not to implement, introduce,
develop programs and call on its own candidate to implement them.
That's critical. If the army keeps to that condition, nothing much will
change."
In the 60's, bottom up movements created the impetus for change in the treatment of blacks and women. Movement protests turned public opinion against the Vietnam War. More recently, an indigenous uprising in Bolivia brought one of its own, Evo Morales, to power. Chomsky explains it this way:
"How did he get in? Well, he got in because there [was] again, a mass
popular movement, which elected their own representative. And they are
the source of the programs, which are serious ones. There's real
issues, And people know them. Control over resources, cultural rights,
social justice and so on."
The recent election here was quite different. It wasn't so much about real issues as it was about character and personality. Even the pundits have acknowledged that. Why? Because, in Chomsky's words, "...on a host of major issues both parties are well to the right of the population. That's one good reason to keep issues off the table."
I don't blame Obama. "Keeping issues off the table" is how modern political campaigns work. If you want to get elected, you don't get bogged down in thoughtful discussions of the issues. You avoid the specifics. Instead you market yourself with advertising placards that read Change! Or Hope!
Commercial advertising, as we all know, deflects attention from the actual product. It surrounds the product, whether it's beer or cars, with an image that has nothing to do with the actual quality of the product. The message in an advertising spot is intended not to inform, but to delude.
The same is true of political advertising, except the product being hawked is the candidate. The message is no more concrete. The image is what counts.
Who knew, based on his campaign and his claim to "compassionate conservatism" and to be a "uniter, not a divider", that the presidency of George W. Bush would prove such a disaster? (Well I did, but not to this extent.)
We were all deluded in 2000, some more than others. Let's hope that we haven't been so badly misinformed --"sold a bill of goods", so to speak-- this time around.
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