Southpol quotes Rob Horning, asking if Obama’s vision of post-partisan politics doesn’t amount to the exploitation of brand identification:
What Obama’s team seems to want to do is establish Obama as an untarnishable brand, anchored in images of youth and progress (hence YouTube), that can then be used to win approval for policies without having to convince people of their merits. Participating in politics tends to make people uncomfortable, and few people do it at any level beyond voting. It involves compromise and confrontation and a willingness to be reminded again and again that reality falls short of ideals. But people love participating in brands—no compromise necessary there, as the engagement takes place on the fantasy level and consists of pure vicarious pleasure. If we become invested in brand Obama, we will end up absorbing the progressive ideology he may espouse as a kind of by-product. And this can then inform the polls that inform political decisionmaking by legislators.
Southpol adds,
This is provocative and I think a lot of folks have similar reservations about the Obaman enterprise.
I don’t see how the Obama team’s image crafting is anything new. Putting an address on YouTube is novel—though not exceptionally innovative. Apparently talking about things as “brands” is the new way “2.0”. Isn’t a brand any different than a reputation? Is the Obama team’s efforts to control or shape that reputation any different than McCain, Inc.’s attempt to create the “noble veteran” or Clinton, Inc.’s attempt to create the “experienced fighter”? If anything, Obama offered more concrete substance most of the other options. McCain was a POW. Rudy 9/11. Edward’s father was a millworker. Drill, baby, drill! Or remember identity politics?
Or is it that Obama has appealed to younger people who, being under the age of 35, must only be interested in frivolous, youthy things? Or perhaps YouTube works as a cost-effective way to distribute a three-minute argument on extending unemployment insurance as a way to stimulate the economy?