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
[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.
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