So now that we’ve seen what has come before, let’s examine the tactics being used by Barack Obama. While old, pre-1950 poster images look hokey today, they were cutting edge in their day. Today’s imagery is more refined, and more in step with our current aesthetic sense. After all, strong communication must be in step with contemporary sensibilities, and engage a viewer by hooking into their “thinkspace” and aspirations. First off, the ubiquitous Shepard Fairey “Hope” poster paired with the even more iconic Obama logo mark.
Here, Shepard Fairey idealizes and iconifies his candidate of choice through the use of Soviet-style design and strong composition along with a pairing of a dramatic face with the concept of “hope”. Note the fact that our perspective as viewer is just slightly below Obama, so that we look up to his steely, heroic gaze. The stylization of the illustration also serves to powerfully iconify this image and gives Obama that “larger than life” quality. The sunrise logo was created by designer Sol Sender. Notice how the rising sun—our shorthand for “the dawning of a new day” again—is the distilled image used for Obama’s campaign logo. What’s even more interesting is how this symbol has become not just associated with Obama’s campaign for president, but synonymous with the man himself (taken from the BarackObama.com website):
Which then raises the question—why is Obama still in campaign mode? Why is he still pushing hard with his own personal brand? Why is the thing that is front-and-center him personally? Not America, not his policies, but the man. There is a mode of communication that happens during a campaign, where the candidate is put out front because people are trying to decide who to vote for. But now, he’s got the job. Why is he still pushing himself through likenesses, the sunrise logo, and a “full court press” of media saturation? He seems to be injecting himself into everything—he has given far more speeches, and made more appearances in his first months than any other president (263 speeches or remarks in 231 days in office according to Mark Knoller of CBS News)—even showing up in a TV ad for comedian George Lopez. (I’m not making this stuff up) Why is our focus continually being drawn back to the person of Obama, as if everything is all about him personally? Well, with 20th century totalitarian leaders, it was always imperative to create a cult of personality. To enshrine the leader as we have seen above. The idea was to consolidate power by raising up an idol for everyone to adore in order to secure loyalty. Is Obama doing this? Let’s continue to look at brand Obama and see. Keep in mind that we are only looking at a few images and videos—a small sampling from a large and sophisticated, well-funded poly-media effort.
Note the way he seems to stand above us so we have to look up at him. Note the ethereal glow, or glory corona (above image, and below). It’s also interesting how these portrayals are reminiscent of the New Testament descriptions of the glorified Christ who appeared on the Mount of Transfiguration—with shining face and clothing—(“his clothes became white as the light”—Matthew Chapter 17... “the appearance of his face changed, and his clothes became as bright as a flash of lightning.”—Luke Chapter 9) that radiated glory and connoted holiness. Note how the large bright highlight covering and washing out much of Obama’s face conveys the sense of him gazing upon something bright and glorious, as if he is in a higher realm than normal human experience.
This one is classic—towering larger than life before adoring masses—Obama and Mao.
Keeping in mind that the sunrise symbol is shorthand for the person of Obama, take a closer look at the Organizing for Healthcare branding image (from my.barackobama.com): Here is Obama’s iconic proxy with a visually striking double glory corona, and it is larger, in front, and the only thing in color (all conveying strong visual and semantic dominance)—standing titan-like before the thronging masses and the country itself—not even just the flag or other emblem here, but presiding over the giant landmass that makes up the lower 48 states.
This is basically the administration echoing the same sentiment expressed by Newsweek’s Evan Thomas on MSNBC:
So let me stop and ask the same question I did earlier. Why is Obama the central brand? Why is a US President, who is to be respected—yes, but is functionally a servant of the people—an elected official—why is he being positioned like a Caesar? (A leader, who, historically was literally considered a god) Why does a sitting president have a website called barackobama.com, with a paired community organizer recruiting wing at my.barackobama.com. Why does this site solicit not just volunteers, but monetary donations? Since when has an American president EVER been positioned in this manner? Ah, but our Chinese, Russian, German and Italian friends have seen it. It’s not new, just new to us.
Next Up... Part 4:The People’s Revolution—Join the Shiny Happy People
So now that we’ve seen what has come before, let’s examine the tactics being used by Barack Obama. While old, pre-1950 poster images look hokey today, they were cutting edge in their day. Today’s imagery is more refined, and more in step with our current aesthetic sense. After all, strong communication must be in step with contemporary sensibilities, and engage a viewer by hooking into their “thinkspace” and aspirations. First off, the ubiquitous Shepard Fairey “Hope” poster paired with the even more iconic Obama logo mark.
Here, Shepard Fairey idealizes and iconifies his candidate of choice through the use of Soviet-style design and strong composition along with a pairing of a dramatic face with the concept of “hope”. Note the fact that our perspective as viewer is just slightly below Obama, so that we look up to his steely, heroic gaze. The stylization of the illustration also serves to powerfully iconify this image and gives Obama that “larger than life” quality. The sunrise logo was created by designer Sol Sender. Notice how the rising sun—our shorthand for “the dawning of a new day” again—is the distilled image used for Obama’s campaign logo. What’s even more interesting is how this symbol has become not just associated with Obama’s campaign for president, but synonymous with the man himself (taken from the BarackObama.com website):
Which then raises the question—why is Obama still in campaign mode? Why is he still pushing hard with his own personal brand? Why is the thing that is front-and-center him personally? Not America, not his policies, but the man. There is a mode of communication that happens during a campaign, where the candidate is put out front because people are trying to decide who to vote for. But now, he’s got the job. Why is he still pushing himself through likenesses, the sunrise logo, and a “full court press” of media saturation? He seems to be injecting himself into everything—he has given far more speeches, and made more appearances in his first months than any other president (263 speeches or remarks in 231 days in office according to Mark Knoller of CBS News)—even showing up in a TV ad for comedian George Lopez. (I’m not making this stuff up) Why is our focus continually being drawn back to the person of Obama, as if everything is all about him personally? Well, with 20th century totalitarian leaders, it was always imperative to create a cult of personality. To enshrine the leader as we have seen above. The idea was to consolidate power by raising up an idol for everyone to adore in order to secure loyalty. Is Obama doing this? Let’s continue to look at brand Obama and see. Keep in mind that we are only looking at a few images and videos—a small sampling from a large and sophisticated, well-funded poly-media effort.
Note the way he seems to stand above us so we have to look up at him. Note the ethereal glow, or glory corona (above image, and below). It’s also interesting how these portrayals are reminiscent of the New Testament descriptions of the glorified Christ who appeared on the Mount of Transfiguration—with shining face and clothing—(“his clothes became white as the light”—Matthew Chapter 17... “the appearance of his face changed, and his clothes became as bright as a flash of lightning.”—Luke Chapter 9) that radiated glory and connoted holiness. Note how the large bright highlight covering and washing out much of Obama’s face conveys the sense of him gazing upon something bright and glorious, as if he is in a higher realm than normal human experience.
This one is classic—towering larger than life before adoring masses—Obama and Mao.
Keeping in mind that the sunrise symbol is shorthand for the person of Obama, take a closer look at the Organizing for Healthcare branding image (from my.barackobama.com): Here is Obama’s iconic proxy with a visually striking double glory corona, and it is larger, in front, and the only thing in color (all conveying strong visual and semantic dominance)—standing titan-like before the thronging masses and the country itself—not even just the flag or other emblem here, but presiding over the giant landmass that makes up the lower 48 states.
This is basically the administration echoing the same sentiment expressed by Newsweek’s Evan Thomas on MSNBC:
So let me stop and ask the same question I did earlier. Why is Obama the central brand? Why is a US President, who is to be respected—yes, but is functionally a servant of the people—an elected official—why is he being positioned like a Caesar? (A leader, who, historically was literally considered a god) Why does a sitting president have a website called barackobama.com, with a paired community organizer recruiting wing at my.barackobama.com. Why does this site solicit not just volunteers, but monetary donations? Since when has an American president EVER been positioned in this manner? Ah, but our Chinese, Russian, German and Italian friends have seen it. It’s not new, just new to us.
Next Up... Part 4:The People’s Revolution—Join the Shiny Happy People
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