One of the classes I took in grad school was focused on the study of rhetoric. In that class, we discussed at length the power of imagery as it relates to rhetoric, so whenever I watch something like a presidential debate (as I’m doing now), I can’t help both notice something: Barack Obama is going to win this election (much to my disappointment) almost solely based on imagery and powerful rhetoric.
For one, most people would say that he’s much easier on the eyes than McCain. Americans like pretty people. Dozens of studies have been done that show that we rate a person’s trustworthiness and overall judgment based on how we perceive their physical attractiveness. Obama is young and charismatic. McCain is not young, and while there is considerably CONSIDERABLY more substance to his speech, he does not possess the charisma that Obama does.
But perhaps worst of all is the fact as a result of the torture he endured as a prisoner of war, McCain looks physically awkward. He’s suffered limited mobility in his arms and upper body, which gives him considerably less suave mannerisms than his opponent. When I see this, I feel a surge of respect for the man. But I worry that the effect that physical awkwardness has on other viewers lends them to subconsciously make judgments on McCain.
And the media doesn’t help. Time and time again, I’ll pull up the news online or on my iPod and see two photos from the campaign trail of each major candidate. And 9 times out of 10, one photo will show a smiling, pleasant Obama, and the other shows a scowling or pained-looking McCain. I’ve watched. McCain does, in fact, smile. But either the photographers aren’t snapping during these smiles, or the editors aren’t selecting them (Hint: it’s the second option).
Here’s a case in point from about midway through tonight’s debate. I pulled this photo from the front page of CNN.com at about 8:45 this evening. While the difference here is subtle, the impact that these subtleties in the photo have an enormous impact on the perception of the candidates. (Go back to the first televised presidential debate, which took place in 1960 between John F. Kennedy & Richard Nixon. What 1960 voters saw – not what they heard – largely determined the outcome of that race).
At any rate, here’s the photo – notice that Obama is smiling, kicked back & casual looking. McCain appears to be barking an order (I’m sure he’s just talking!) and is leaning aggressively forward. Editors aren’t dumb. They see these things and they pick these photos for a reason.
While there are certainly plenty of Americans who take the time to understand the issues, explore the track records of the candidates and the impact those candidates will have on the issues, and then critically consider which offers the best potential for the country, an equally (and probably much larger) number make their decisions based on shallow imagery like this. It’s sad, it’s frustrating, and it’s going to lead to the eventual demise of our country.
At least I find it interesting!
