Lights, Camera, Image

With the proliferation of information by the national media, particularly television, the emphasis on substance shifts to style, reinforcing the role of entertainment in American culture.^[i] This forces political participants, especially presidential candidates, into paying more attention to image. Instead of McCain and Obama focusing on substance, they engage in the image game with McCain countering his old image and Obama countering his inexperienced image. The image game boils down to entertainment and the replacement of substance.^[ii] The image game affects public knowledge, the president’s actions, and the president’s perception.

Ultimately, the shift pertains to how the public learns about current events.^[iii] Reading no longer constitutes the sole source of information.^[iv] Instead, a good number of people gain their information from the twenty-four hour media sources. Thus, education occurs quickly and in a simplified manner. Television focuses on the hear and now instead of the how and why.^[v] Therefore, as increasingly more Americans turn to the television for their news, they lose historical perspective and in turn react based on the exclusive present.^[vi] The public must take precautions against this trap, so they do not miss the substance.

The candidates must be aware that style defeats substance and image tramples ideas, especially in this media age.^[vii] As images gain significance, educating the public narrows in possibilities and limits the president’s options.^[viii] Instead of allowing several minutes for an idea, television demands that president’s accommodate shorter attention spans.^[ix] The president now must boil down his message in compliance with television.^[x] Today, McCain and Obama both attempt this by promoting the slogans of “Country First” and “Change” respectively. However, television also demands that the president and his staff devote a good portion of each day enhancing the president’s image.^[xi] Presidents pay more attention to the perception the public holds of them instead of substance and ideas.^[xii] Thus, presidents use polling as a thermometer of public opinion.^[xiii] Since people judge the president based on pictures and images rather than his writings, written works such as the Federalist Papers gather dust on bookshelves.^[xiv] Both McCain and Obama face the challenge of conveying their ideas and substance with style and memorable images. Whoever successfully accomplishes this objective benefits greatly over the other candidate who does this less successfully.

The media’s influence on presidential candidates brings the gravitas of this issue to the forefront. In close elections pivotal states that could go either way play a significant role in deciding who wins the presidency.^[xv] So image really means everything in an image sensitive world. Since presidents usually come from populace states, they must appear that they serve the populace message and connect with average Americans. Understanding that most Americans watch television, the candidates must make their compelling appeal seem natural and well suited for television. This will serve as another factor in winning the presidency.^[xvi] Former presidents did not face the same image world. Franklin Roosevelt suffered from polio, which might have served as a detriment on television.^[xvii] In addition his extramarital affair and all its problems with Lucy Mercer most likely would have received more attention.^[xviii] Truman also benefited from the media of his age. Truman believed in an open approach. He communicated his fears in his writings.^[xix] He rested firm in his beliefs and made his decisions courageously.^[xx][xxi] However, not all of his decisions played out well, especially the firing of MacArthur.

The truth of the matter boils down to the fact that presidents must adapt to the world in which they live. McCain and Obama must play the image game. They must convey their ideas successfully in hopes of winning the presidency.

Notes

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^[i] Dunn, Charles W. The Seven Laws of Presidential Leadership: An Introduction to the American Presidency. Upper Saddle River, N.J: Pearson Prentice Hall, 2007: 75.

^[ii] Ibid.

^[iii] Ibid., 76.

^[iv] Ibid., 78.

^[v] Ibid., 82.

^[vi] Ibid., 83.

^[vii] Ibid., 80.

^[viii] Ibid., 87.

^[ix] Ibid., 83.

^[x] Ibid., 87.

^[xi] Ibid., 91.

^[xii] Ibid., 79.

^[xiii] Ibid., 84.

^[xiv] Ibid., 78.

^[xv] -----------. Lecture: “Who Holds the Ace of Spades.” Presidential Leadership, Regent University: September 17, 2008.

^[xvi] Ibid.

^[xvii] -----------. The Scarlet Thread of Scandal: Morality and the American Presidency. Lanham, MD: Rowman & Littlefield, 2000: 84.

^[xviii] Ibid., 90.

^[xix] Ibid., 94.

^[xx] Ibid., 95.

^[xxi] Ibid., 98.

Leadership Roles

Out of Sight, Out of Mind

With the 2008 Election close at hand, many analysts compare the presidential candidates with prominent theories concerning the roles and characteristics considered essential for a great president. However, no single theory can answer all of the questions.^[i] As Obama approaches the election, he must understand the theories, the American expectations, and the reality of his role as president.

Working from the idea that no single theory exists to answer all of the questions, one should understand that presidents must perform on a balance beam. Presidents balance their roles and when a specific role must take center stage. Thus, there exists a balance between successfully exercising formal power and persuasion.^[ii] While the Constitution grants presidents certain powers, there exist informal powers, particularly the power of persuasion. Persuasion manifests itself in the power of bargaining.^[iii] Like bargaining, persuasion includes personal relationships.^[iv] However, the balancing act does not stop there. Persuasion must also balance with the power of command. Commanders represent strong leadership. Commands in turn rely on public perception, which can backlash if the commands contradict perceived interests. One must also remember that public popularity and personal reputation affect the president’s bargaining ability.^[v] For the most part, Obama remains a charismatic speaker who successfully bargains and relates to people. However, his questionable relationships hamper the effects of these roles. Also, his lack of command experience leaves him vulnerable. Time will only tell if these two weaknesses become a detrimental stumbling block.

While those remain only a few of the roles that a president must balance, the American people desire a president who plays the role of a strong leader and also the role of servant to the American people.^[vi] For example, George Washington certainly made his own mistakes. Some even believed he had little intelligence.^[vii] However, Americans remember him for his patriotism, refusing absolute power and serving as a force of stability in the first eight years of the U.S. Constitution.^[viii] Washington successfully served as leader and served the people by restraining his power. In addition, Americans want a president who skillfully discerns the necessary qualities needed at a certain period in time.^[ix] While Americans might acknowledge that perfection remains unattainable, they still expect that the president knows the proper action for the proper time, and if the president does not, then the president’s shortcoming becomes an issue. Therefore, the pressure on Obama remains great. As long as he discerns what role he should play and when, his shortcomings will not become a huge issue. However, if he does not successfully play the role the American people need him to play, it might create a problem for him.

The numerous theories and expectations create an unrealistic conception of presidential qualities. Presidents cannot attain such high standards that demand perfection.^[x] However, the problem now exists that the public wants an exceptional president and now demands one. That being said, the misapplication of theories should receive the blame instead of the theorists.^[xi] Because this unattainable presidential ideal exists, the success of Obama will depend on his ability to communicate that his imperfection just makes him a common man, striving for his best.

The truth of the matter remains that Obama faces a different world compared with the world the Founding presidents and other great presidents faced. Before radio, television, and later mass-market magazines, the American public experienced limited insight concerning a president’s character.^[xii] So long as the president and his problems remained out of sight, they remained out of mind. This held true for the Founding Fathers in that their public reputation generally dominated over their private reputation.^[xiii] In fact, Thomas Jefferson’s moral scandals did not create a problem for him like Bill Clinton’s did.^[xiv] Obama must realize that because of technological advances in communication, theories on presidential leadership follow him and place extra pressure on him to successfully balance presidential roles. Obama must know which hats he should wear and when.

End Notes

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^[i] Dunn, Charles W. The Seven Laws of Presidential Leadership: An Introduction to the American Presidency. Upper Saddle River, N.J: Pearson Prentice Hall, 2007: 43.

^[ii] Ibid., 44.

^[iii] Ibid., 45.

^[iv] Ibid., 44.

^[v] Ibid., 45.

^[vi] Ibid., 61.

^[vii] -----------. The Scarlet Thread of Scandal: Morality and the American Presidency. Lanham, Md: Rowman & Littlefield, 2000: 42.

^[viii] Ibid., 43.

^[ix] -----------. The Seven Laws of Presidential Leadership: An Introduction to the American Presidency, 61.

^[x] Ibid., 62.

^[xi] Ibid., 61.

^[xii] -----------. The Scarlet Thread of Scandal: Morality and the American Presidency, 41.

^[xiii] Ibid., 42.

^[xiv] Ibid., 45.

Real Change

Throughout America’s history, change occurs in numerous ways. The Founding Fathers understood the power of change and chose to guard against rapid change by creating a three branch federal government and then dividing the power between the federal and state governments.^[i] However, changes still occurs. Today, the visible signs of change emanates through shifts in presidential rhetoric, technological advances, and moral perspectives.

With the Founding Fathers’ attempt to limit change, they understand that change occurs. The presidency continues to be one area where change appears. As time goes on, the focus shifts from the office of the president to the president as an individual. This gives presidential rhetoric a bigger role.^[ii] During the Constitutional Era, presidents made few public addresses,^[iii] whereas today’s presidents deliver over 500 speeches per year.^[iv] The expansion of rhetoric to include images also intensifies the president’s role.^[v] Rhetoric becomes a form of currency, which presidents must now spend in large sums and quickly in order to stay on top of the game.^[vi]

As presidential rhetoric begins to play an expanding role, technology becomes a significant factor. Technological advances transform into different innovations. Radio, television, and twenty-four hour news remain the most note worthy in altering the presidency. In the continuum of time, Franklin Roosevelt successfully used the radio to connect with the American people and to ease their fears through his radio addresses. By connecting to the people in this way, Roosevelt converts the presidency into a focal point.^[vii] The presidency no longer relies on newspaper coverage. The president has the ability to communicate directly to the American people.

Later, Kennedy rivals Roosevelt’s success through the medium of television. Television cameras create magnifying lens, which solidifies the vital position the presidency plays.^[viii] The White House takes center stage. Presidents begin to enter Americans’ homes in a way they have never done before. With the proliferation of television coverage, presidents begin vying for media attention, which adds to the shift in importance from what presidents say to who they are with and the images they convey.^[ix] The technological advance of television leads to the addition of twenty-four hour news, which also creates a demand for competitive journalism that captures the attention of the American public. This competitive demand for air time puts extensive pressure on presidents to maximize good press and minimize bad press, again bring back the focal point to the presidency.

In addition to the changing focal point on the presidency and technological advances, presidencies maintain the responsibility of dealing with moral issues. While religion played a prominent role in numerous Founding documents such as state the Mayflower Compact and state constitutions, the place of religion in today’s society rests on “quicksand”.^[x] This transformation occurred slowly, however. The transformation evolves starting with Deists and Unitarians challenging Christian thinking through steps leading up to today’s challenge of Christianity by secular humanism.^[xi] The shift in time from Christianity to secular humanism, places presidents in an uncertain position. It also complicates the President’s ability to be successful on moral decisions.^[xii] Americans want truth, but in a society with varying definitions and understandings of truth, moral storm clouds hover over ever decision the president makes, waiting to unleash its built up furry. Intensifying the situation, the media waits expectantly to report on any moral storm that might transpire.

The Founding Fathers attempt to slow down the reins of change and have been successful in hampering those attempts at rapid and massive change. However, they did not foresee the technological advances that would allow the presidency to become a focal point, nor did they fully comprehend or anticipate the challenge to religion and morality. These factors have brought about real change, despite whether the change proves good or bad. Therefore, whoever wins the presidency this coming election, he must be aware of the changes occurring and the demands that will be placed on him because of those changes.

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^[i] Dunn, Charles W. The Scarlet Thread of Scandal: Morality and the American Presidency. Lanham, Md: Rowman & Littlefield, 2000: 19.

^[ii] -----------. The Seven Laws of Presidential Leadership: An Introduction to the American Presidency. Upper Saddle River, N.J: Pearson Prentice Hall, 2007: 26.

^[iii] Ibid., 25.

^[iv] Ibid., 31.

^[v] Ibid., 28.

^[vi] Ibid., 29.

^[vii] Ibid., 26.

^[viii] Ibid., 27.

^[ix] Ibid., 28.

^[x] -----------. The Seven Laws of Presidential Leadership: An Introduction to the American Presidency, 40.

^[xi] Ibid., 31.

^[xii] Ibid., 1.

McCain and Palin Go for Gold

With the ending of the Beijing Olympics, the focus shifts to the Democratic National Convention and the Republican National Convention. Most recently, the focus concentrates greatly on McCain’s vice-president nomination of Governor Sarah Palin. In hopes of picking the right running mate to capture the votes of the American public, McCain comes along Palin and prepares for their tightrope walk to the White House. This demanding activity requires both McCain and Palin to understand certain truths, recognize certain dangers, and remember certain steps.

To fully appreciate tightrope walking, it must be fully understood. Tightrope walking demands balance. For McCain and Palin, this balance resides between leading and the effects of leading. Economic, social, and political conditions turn public focus towards presidential leadership. However, this leadership inevitably satisfies, divides, or alienates people.[i] Therefore, in order for McCain and Palin to be successful, they must perform a balancing act that leads in such a way as to unify as many people as possible and alienate as few as possible. Ultimately, the American judges measure the success of the tightrope walkers by their ability to achieve greatness. The judges of the tightrope event tend to favor activist routines instead of passive routines. They maintain the perspective that great scores require great risk in order to win the gold and the silver. That being said, judges award passive routines mediocre scores.[ii]

While the judges’ scores have meaning, the danger of tightrope walking adds to the value of the scores. In addition to the pressures surrounding tightrope walking, one must understand the dangers of the tightrope. The main danger revolves around the narrowness of the rope. If the foot strays away from the foot, balance fails and gravity intensifies the plummet. The same truth holds to the moral tightrope. When the foot strays from the moral tightrope, a fall of some distance awaits and point deductions incur. Industrial moralists eagerly await each significant event, be it a fall or a successful performance of a stunt, in hopes of grabbing a story.[iii] The industrial moralist helps determine the extent of the deduction based on how well he can connect the moral fall to the person’s morality. Once a connection exists between moral character and a moral fall, judges and opponents gain the power of limiting the person’s power and success in that area.[iv]

It also must be realized that once the tightrope walker plays on the moral appeal, or the knowledge of the narrowness of the rope, he raises the start value of the routine, but he also increases the extent of which he can suffer. Many tightrope walkers put a moral gloss over their routine.[v] McCain’s moral gloss appears in his choice of the slogan “Straight Talk”. He presents the idea that he speaks directly and with truth. His slogan creates a moral tone like that of “‘Great Society’” and “‘Fair Deal’”. This stunt provides the benefit of creating a disadvantage for one’s opponent by suggesting that the other might not be doing that moral action. However, this creates high expectations that intensify the fall if those expectations remain unmet.[vi] Therefore, it must be understood that morality can raise one’s start value and help gain points with the judges, but it can also create dangerous expectations that set one up for failure.

With an understanding of the tightrope routine and an awareness of the dangers the narrow tightrope presents, McCain and Palin must focus and remember their routine. They must remember that they perform on behalf of the American public. Currently, the American public decreasingly trusts the government. McCain and Palin must look to regain that trust by maximizing their strengths. Their main uniformed strength remains their ethics and morals. While Palin appears on the national scene as a new face, her past record adds to McCain’s. Therefore, they must continue to focus on the essential elements of honesty, compassion, perseverance, and courage as Former U.S. secretary of education suggests.[vii] They must help serve as the American anchor.[viii] They must take gold!

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[i] Dunn, Charles W. The Seven Laws of Presidential Leadership: An Introduction to the American Presidency. Upper Saddle River, N.J: Pearson Prentice Hall, 2007: 2.

[ii] Ibid., 9.

[iii] ----------. The Scarlet Thread of Scandal: Morality and the American Presidency. Lanham, Md: Rowman & Littlefield, 2000: 3.

[iv] Ibid., 6.

[v] Ibid., 7.

[vi] Ibid., 8.

[vii] Ibid., 11.

[viii] Ibid., 12.