Entries Tagged 'free advertising' ↓

As the celebrity commodification of Barack Obama continues apace, Matthew Yglesias, for one, is made increasingly uncomfortable.

He objects, mutedly, to the shameless self-promotion of celebrities who want a piece of Obama’s action:

I think it’s nice that a certain number of rich celebrities like progressive causes in the United States and certainly I encourage them to both use their richness to provide direct financial support to such causes … But to what extent do they really need to be putting themselves forward as the public face of a political candidacy?

Yglesias doesn’t say it outright, but he seems worried that the”celebrification of progressive politics” diminishes the importance of politics (and, by extension, the policies that politicians are supposed to deliver for us citizens).

Perhaps he’s right—particularly when it comes to this candidate, who  claims that he’s the “real deal,” someone who didn’t “cash in” but chose instead to work as a community organizer. The Oprah, Hollywood, and Camelot  imprimatur, and now the Mac vote, seem to take something away from the “authenticity” of such a candidate, no? These are conflicting image messages, aren’t they?

Yglesias’s commenters, however, see no problem with the different kinds of pitches for Obama:

This is just basic brand building. Target a demographic and associate your brand with people/places/things that the targeted group admires. It’s a bit naive to expect campaigns not to engage in this kind of thing when it’s to their advantage.

Posted by Chris | February 4, 2008 8:42 AM

I’m with Yglesias.

An embrace of the culture of cool is not a good sign for the Obama campaign if it is serious about putting its candidate in the White House.  I think the Obama campaign has fallen in love with “free media”—and itself—to its detriment.

Whoever thought up and produced this Obama video is a PRopaganda^TMgenius. Not that the under-30 set isn’t entirely in Obama’s corner anyway, but this pretty much seals the deal in terms of putting Obama in the territory of “hip.”***

Though the effectiveness of the message-delivery system can’t be disputed, there is an obvious weakness in this kind of campaigning—and this kind of candidate—as Jeff Jarvis points out: It’s all rhetoric.

To me, this only underscores the notion that Obama’s campaign is the most rhetorical of the bunch: speeches and slogans so neat they can fit in 4/4 time.

I agree. The Obama campaign more and more begins to resemble a celebrity marketing campaign, as I mentioned here:

The way Barack Obama is being covered by the media and the blogosphere, he’s not a political candidate anymore—he’s a celebrity. He doesn’t have political followers—he’s got fans. He doesn’t have a political platform—he’s got a one-word slogan—”change” [which works, ’cause “change is good,” just like Nissan says, right?]. He makes narcissists feel so good about themselves.

So: the slogan has changed—now it’s “Yes, we can”—but the marketing pitch is the same: Obama’s the one.

Howard Kurtz tried to burst this bubble on Reliable Sources this morning [e.a.]:

(BEGIN VIDEOTAPE)
HOWARD KURTZ, HOST (voice over): Conjuring Camelot. The media gets swept away over Ted Kennedy’s endorsement of Barack Obama. Are journalists promoting the rookie senator as the next JFK? …

KURTZ: The presidential campaign is a blur now, all sound bites and snippets, a 22-state dash to Super Tuesday just two days from now. John McCain has been boosted by winning Florida, by the backing of his formal rival, Rudy Giuliani, and by favorable coverage from the reporters he talked to for hours every day.

Hillary Clinton claimed victory in Florida, a beauty contest where no Democrats campaigned because of the a dispute within the party, but the press wasn’t buying her spin.

And Barack Obama, well, the pundits have been comparing him to JFK since he first started flirting with running. And when Ted Kennedy and Carolina Kennedy endorsed him this week, the media somehow magically transported us to this moment in 1961. …

(BEGIN VIDEO CLIP)

JOHN F. KENNEDY, FMR. PRESIDENT OF THE UNITED STATES: Let the word go forth from this time and place — to friend and foe alike — that the torch has been passed to a new generation of Americans. (END VIDEO CLIP)

KURTZ: Every anchor and correspondent, it seemed, picked up that metaphor and ran with it.

(BEGIN VIDEO CLIP)

BRIAN WILLIAMS, NBC NEWS: On the broadcast tonight from Washington, passing the torch.

KATIE COURIC, CBS NEWS: Tonight, passing the torch.

CHRIS MATTHEWS, MSNBC: The torch gets passed, the Clintons get passed by.

WOLF BLITZER, CNN ANCHOR: Barack Obama touched by the legacy of Camelot.

HARRY SMITH, CBS NEWS: Ted and Caroline set to hit the campaign trail after they announced the heir to Camelot.

(END VIDEO CLIP)

KURTZ: Why have the media gone haywire over this Kennedy endorsement?

The consensus of Kurtz’s panel? Because it makes for a great story. (regardless of what it means, if anything).

The media is all about storytelling. It is not about “the news.” Infotainment rules.

Beyond that: you can’t burst a successful PRopaganda^TM gambit with a lot of words. The only way to beat it is to create an even bigger, better, and eye-catching one.

The campaign ‘08 Battle of Iconography goes on.

————-

*** “He’s got soul,” said one of my son’s friends. Being New Yorkers, with everything that’s entailed (that is: living in a bubble of harmony and tolerance … especially now that Giuliani is no longer our mayor), my (young adult) kids and their friends don’t form a representative sample of youth, of course. But they serve as a bellwether of the attitude of their generation.

They feel betrayed. They feel that they were lied to. They want a reason to believe.

The Flack passes along the news (from Newsweek) that al Qaeda’s main spokesman, Zawahiri, feeling burned by the media, is trying another tack—he’s now making himself available for long-distance interviews by journalists, via email questions submitted to al Qaeda’s media arm, As-Sahaab (The Cloud).

Newsweek rightly labels this a publicity tactic, and it’s a shrewd one, because it garners al Qaeda a different kind of global media attention from what they’re used to [e.a.]:

This is the first time Al Qaeda has made a formal call to journalists, although it will not be the first time the radical Islamic group has granted interviews to Western media. Counterterrorism experts believe that the posting is genuine and that it is part of Al Qaeda’s evolving tactics to use the Web as part of its propaganda arsenal. “This is a continuation of the efforts by Al Qaeda’s senior leadership to push themselves forward in the public viewpoint,” says Maj. Reid Sawyer, editor of “Terrorism and Counterterrorism” and a lecturer of terrorism studies at Columbia University

Zawahiri hopes to put himself on equal footing with world leaders by doing an “Al Qaeda Press Avail,” as the Flack calls it. As a PR pro, he’s calling bullshit on it [e.a.].

By feigning media access, the organization cultivates an image of civilized engagement among the unsuspecting masses, all the while perpetrating or planning unspeakable actions.

“Jarret Brachman, a former CIA analyst now in the Combating Terrorism Center at West Point describes this as playing to the YouTube generation. ‘It completely fits Al Qaeda’s communications strategy over the past two years, which is how to get people more invested in the movement.’”

And Zawahiri is not alone in gaming the court of public opinion by playing the “freedom of the press” card. A free media today seems more of a propaganda tool and less of a requirement to qualify as a modern society.

The Flack is certainly right to note that all kinds of international players are now gaming the court of public opinion. I wouldn’t characterize our free media as a propaganda tool, though, but rather as a rich propaganda outlet or channel-–one that the world’s most mischievous and/or bad actors (dictators and/or theocratic totalitarians) are very savvy about exploiting via PRopaganda^TM (PR-fueled “dramatic narratives”) because they are so savvy about actual propaganda in their own autocracies, dictatorships, and/or totalitarian theocracies.

Influencing public opinion is a black art in totalitarian societies and dictatorships. It is often subtle. (Even autocrats and theocrats find that it is much more effective to persuade the people to come around to their point of view than it is to have to police them and punish them all the time. Understandably, people get impatient and upset with that kind of violence and will try to revolt. So if you want to suppress them and keep them pacified, you have to be less obvious about your control over them, more refined, more convincing. Dictatorships that want to last need the silent consent of their people, so they spend an inordinate amount of time building theories and revisionist histories and other narratives that “justify” their existence. These narratives are constantly “streamed” through their societies—via textbooks, classrooms, party conference papers, academia, and of course the media, which is controlled by the state.)

Of course the world’s bad guys are going to have superlative media skills.

The Flack writes:

Think Putin, Ahmadinejad, Assad and all the other despots who’ve gutted their nation’s free media, without any real retribution.

Well, not quite. These men haven’t gutted their nations’ free media. What free media? Iran has no free media. Syria has no free media. Russia has only a nominally free media since Putin took power.

The absence of freedom (of the press, among other things) in these countries—and the (dictatorial, theocratic, autocratic, or totalitarian) mode of power their leaders hold over their people—is exactly the problem with them.

It’s important that American media organizations and media-related professionals understand how easy it is for them to be used as propaganda outlets by the world’s bad actors.

But if execs like CNN’s Jonathan Klein, for example, are any indication, our media conglomerates are so uninterested in the content of what they air (as long as it brings in plenty of dough) that they notoriously turn a blind eye to the beyond-the-news-cycle impact of glorifying, say, Vladimir Putin:

Platon for TIME