Obama: Neither a Muslim nor a yuppie nor a socialist nor a…
And the theme of today’s video is - political positioning! (duh?)
Note the careful imagery again: Barack in shirt-sleeves, because he’s not a stuffy office boy but a man of the people. Barack as a young man, because he’s not a 71 year old who won’t see his second term. Barack at a community meeting, because he’s a man of the people. Barack on the phone (at 3AM?), concentrating - because he’s a hard worker, who’ll never let you down. Barack signing a law, because he’s got some experience in Washington and isn’t the callow youth of Republican propaganda. Barack with workers, smiling, because he’s a man of the people. Barack with children, because he loves them as much as you. Barack talking to workers, because he’s a man of the people. Barack shaking hands with more workers, because he’s a man of the people. Barack hugging an old (working) lady, because he’s a caring and happy man of the people who everyone loves.
Conclusion: Barack Obama is a kind, friendly, hard-working man of the people, and not at all the aloof, inexperienced elitist of Clintonite agitprop.
And so on. And the message of the script? Much the same:
Obama: I’m Barack Obama, and I approve this message.
Announcer: He worked his way through college and Harvard Law. Turned down big money offers, and helped lift neighborhoods stung by job loss.Fought for workers’ rights. He passed a law to move people from welfare to work, slashed the rolls by eighty percent. Passed tax cuts for workers; health care for kids. As president, he’ll end tax breaks for companies that export jobs, reward those that create jobs in America. And never forget the dignity that comes from work.
Emphasis mine. The message boils down to:
Barack Obama is a hard-working, ordinary guy. He worked his way through college; hard-working. And he’d rather work hard for others; turned down big money.
He’s a man of the people. He gave them what they wanted; but didn’t let them lounge on the dole like that nasty quasi-socialist the Malkinites claim he’d be. No, he protects American workers, and loves children. A Man of the People, and a Patriot.
So, a message totally consistent with his last ad. There, he talked to camera, espoused mainstream values, and painted himself a man of the people. Here, he protects workers, works hard, loves his countrymen - and paints himself as a man of the people. And rebuffs accusations of cold, unpatriotic, middle-class elitism from Malkin et al.
It’s pure political positioning. Obama needs to erect a break against shit slung by Republicans who smear him as foreign, aloof and socialist; so he emphasises hard work, “American values” and his populism. Vacuous? Mostly. Lacking in a policy message? Certainly. Dull? For anyone across the Atlantic, very probably.
But that’s not the point. 30 seconds isn’t enough to preach a sermon, but it’s enough to give an impression - and that’s what Obama’s doing. And it looks like he’s hit the right (hah…) spots so far…
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