The Big American Family

Emily MacIsaac  //  September 7, 2012

This November, Americans will decide to either re-elect their current President, Barack Obama, or presidential candidate Mitt Romney. Of course this comes as no surprise as the American presidential race has been taking centre stage on most news outlets for some time now.

Throughout both campaigns the PR teams for both Obama and Romney have been working tirelessly to make their candidate look their best – and what better way than to humanize them? If you look at recent coverage of both candidates, their wives have been front-and-centre too!

Not only are presidents and presidential candidates sharing personal experiences and private anecdotes,now their partners are revealing such details too. According to a recent article in the Ottawa Citizen it’s all part of the “pathological exhibitionism that is expected of both politicians and those close to them.”

Wondering why? It’s all about opening the channels in an effort to persuade the average voter. It’s one more method that helps presidential candidates connect with voters, who may not be interested in the political platforms of each party, on the fence, or simply feeling voter apathy.

These personal anecdotes are thought to be the added touch both candidates need. The one who more easily relates and connects with the people will be the winner. Or at least that’s what we’re led to believe. This “connected” feeling they’re trying to evoke is in large part the work of the PR folks behind both campaigns. Judging by recent headlines the personal anecdotes are getting just as much, if not more, coverage than the political platforms of each party. Furthermore, Michelle Obama and Ann Romney are sharing the lime light with their husbands, through interviews in talk shows, pictures in newspapers, and speeches at their respective party conventions.

Some of the personal anecdotes that have been shared thus far include:

1. Using heartache or moving stories from one’s past – Ann Romney has miscarried in the past and currently has Multiple Sclerosis. She shared her struggles with the public and explained her husband’s supportive role. By doing so she brought an emotional touch and created a persuasive image of a supportive and caring man. Someone who could be well-suited as President.
2. The American Dream – Michelle Obama has explained the struggles and triumphs that the Obama family has experienced. She has painted an image of a family who worked hard to achieve the American dream and has succeeded by working hard and embracing American values. As an example of the real American dream they can offer hope to those struggling yet relate to those who have achieved it already. ( Michelle Obama’s speech – http://www.youtube.com/watch?v=4RfJCMpl_dI)
3. Referring to the presidential candidates as “father, and grandfathers” – by explaining stories about Obama or Romney in this fashion, the wives have been able to add a familial element to these powerful men.

The PR teams of both President Barack Obama and presidential candidate Mitt Romney have certainly utilized their wives to persuade voters and essentially polarize the election. However, in the end, both women have had to put their best foot forward which in this case must include a certain charisma. Don’t get me wrong, the professionals have played a key role in shifting this election into a Big Brother episode, but both of these women have been utilizing persuasive techniques and honing their persuasive skills to best suit their needs.

May the best couple win!

Reference:

http://www.ottawacitizen.com/news/Speeches+overshadow+economy/7197096/story.html

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Emily is currently exploring Ottawa for the next four months. This may involve drinking copious amounts of Chai latte, exercising at a boxing club, and enjoying OC Transport more than Metro Transit to get around a beautiful city.