The Dueling Celebrity Narratives of McCain and Obama
Speaking of Sullivan’s site, Chris Bodenner just posted a great article contrasting the two competing celebrities—Obama and McCain—and what the symbolism of their narratives might mean. I’ll let you find out for yourself what his conclusions are, and they are many, but what Bodenner is trying to get at is yes, Obama is a self-aggrandizing celebrity pushing a certain narrative and symbolism, as McCain constantly charges. But how is that any different from McCain?
“McCain has not predicated his campaign on his identity or personal story”?! That’s not just generally wrong, it’s literally wrong; McCain’s first campaign ad was titled “624787,” and it featured grainy, B&W footage of McCain as a POW. (The ad was so overt, my colleague Jenn Skalka unveiled it with: “John McCain. … American hero. Let the branding begin.”) And McCain’s first act of the campaign was a biographical, cross-country tour of McCain’s old stomping grounds.
Also, for the record, McCain has authored five McCain-centered books over the past nine years (plus a made-for-TV movie). And he seems to have been even more MIA than Obama in the Senate (which says a lot). But beyond those quibbles, the point remains: Mr. HopeChange and the Mr. Straight-Talk Maverick Express are both self-aggrandizing political brands.
That’s pretty fundamental and may seem pretty obvious, but worth reiterating in light of McCain’s jabs on the celebrity and self-important narrative angle.
But Bodenner goes on to make a point that’s not really talked about all that much: symbolism and narrative do matter, and while McCain’s might make him the better person, Obama’s make him the better candidate and, possibly, the better President. This is a point I want to explore more in depth in a later post, possibly when we get around to the Fall when, I’m sure, we’ll be posting more in-depth and (hopefully) thoughtful cases for the various candidates (rather than the ankle-biting we’re presently engaged in), but I think it’s wrong to discount the more ethereal and abstract impacts of Presidencies. National identity is something that may be abstract and mushy, but that’s not to say it doesn’t matter. A large part of what great Presidents accomplish (or at least ones traditionally associated with greatness—Reagan, JFK, FDR, whatever) isn’t in the policy realm, but rather comes with moving America’s self-image forward in some way. Selling Americans on seeing themselves, their country, American-ness in general, in a new, progressive way. We can get lost in the wonkery, and that’s well and good and certainly important, but in some ways you’re also electing a representative in the most ephemeral—but no less central—sense of it. That matters. Hell, I’d argue that about half of policy is borne of nationalistic memes of some fashion or another (national greatness conservatism, xenophobic protectionism, Toby Keith boot-in-the-ass and Jack Bauer at-all-costs war heroing, Ronald Reagan shining-city-on-the-hill, JFK’s “ask not what your country can do for you” liberalism, FDR’s “chicken in every pot” entitlement mentality, on and on and on). One might want to be dispassionate and judge every election as a tick-sheet of competing policy proposals, but most Americans intuitively understand that you’re not just electing a platform, you’re electing a President.
Now, I think it’s clear at this point that I favor Obama in this regards, but there’s a case to be made for McCain here too, certainly. What I mean to get across is not specific candidate advocacy, but rather at least some conscious attunement to the cultural and psychological realm. George W. Bush has wrecked us, policy-wise, but even worse, he’s done horrors to the idea of America, not just in how it’s viewed around the world but in how we view ourselves and our country. I think it’s a valid line of thought to wonder how, moving forward, we want to get that back, how we want to move the national idea forward. What we want our President to say about us as a nation, as a culture, as an idea.
What McCain is doing in his Britney Spears line of attack isn’t just a bit desperate and petty (if understandable), but it also represents, I think, a tone deafness that’s certainly not restricted to him alone. It’s sometimes characteristic of people who live and breath the ins and outs of politics for a living (I include us there). It’s a generalized condescending sneer at the idea of inspiring people, or the country (or the world). It’s worth reiterating, I think, that not only is there nothing wrong with that, but in many ways, at least for me, it’s one of the most compelling things about the Obama campaign. Bodenner goes a bit further than I might in calling McCain to the mat on that (it’s certainly understandable why Obama’s cult of celebrity might be frustrating or lampoonable, and it’s certainly not out of bounds to try to send it up and seed whatever distrust you can out of it), but he does, I think, appropriately make the case that instead of snidely mocking the cult of celebrity surrounding Presidencies (or potential ones), McCain—an acolyte of Reagan himself—might do well to pay a little bit more attention, and respect, to that broader idea. Because in some ways, his tone deafness on the matter are a potentially critical mistake. While McCain sells himself (his own great narrative and biography), Obama is doing a pretty good idea of selling himself and his Presidency. McCain’s missing the forest for the trees by not intuiting that distinction, and doing a bit better to compensate himself.
To put that another way, McCain’s cult of celebrity is focused on McCain the Man, Obama’s is focused on Obama the President, and all that entails. McCain’s is focused on McCain, Obama’s is focused on Obama the idea, and in many significant ways, that’s entirely appropriate, even central. It’s worth looking at from all angles, of course, and certainly the notion that Obama himself won’t live up to the ideal (or we’re sacrificing too much in terms of policy to get it) are worthy lines of thought. But before deriding the whole concept out of hand, it might behoove the McCain people to take it more seriously. I know I am.



