Election melds pop culture, politics
Candidates appear on TV as part of efforts to woo voters
By AMANDA CUDA, Staff writer, CT Post
Political candidates have almost always jumped through hoops in their attempt to gain the affection, and votes, of the general public.
Decades ago, that meant the candidates made appearances at all sorts of events, including circuses and fairs, getting their faces seen and indulging in the obligatory hand-shaking and babykissing. Today, those seeking higher office aren’t as likely to be glimpsed cavorting with tigers and elephants.
But that doesn’t mean they’ve left the circus behind.
During this year’s presidential election, the candidates have seemingly been on television 24 hours a day, seven days a week — and not just on news programs.
On Oct. 18, GOP vice presidential candidate Sarah Palin made a much-talked-about appearance on “Saturday Night Live,” giving the series its highest ratings since 1994, when skater Nancy Kerrigan hosted the show. Earlier that week, Palin’s running mate John McCain appeared on “Late Show with David Letterman,” in an attempt to atone for canceling a previous appearance on the talk show.
These marriages of pop culture and politics aren’t unique to the Republicans. Early in his campaign, Democratic presidential candidate Barack Obama garnered the vocal support of popular talk show host Oprah Winfrey.
This behavior isn’t really new, said Steven Raucher, chairman of the department of communications, film and theater at the University of New Haven. He said politicians appear on talk shows and comedy shows for the same reason they frolicked at circuses in generations past. “This is simply the 21st century extension of that,” Raucher said. “It simply gives them a broader exposure.”
Other experts agreed. “Politics is using pop culture,” said Henry Schissler, assistant professor of sociology at Housatonic Community College in Bridgeport. Schissler said politicians have been appearing on entertainment programs to reach voters for years, from President Nixon hamming it up on “Laugh-In” to President Clinton getting interviewed on MTV while running for his first term.
These appearances not only expose the candidates to more potential voters, they allow politicians to present a specific image of themselves to the public. The Palin bit on “Saturday Night Live” is a perfect example of this, said Rich Hanley, journalism professor at Quinnipiac University.
“Politicians go on these programs to improve their likability factor,” he said. “It really was a deflection mechanism, designed to show that Palin was human.”
Prior to her appearance, the vice presidential candidate had been the target of satire on “SNL,” where she was impersonated by actress Tina Fey. One particularly scathing send-up, poking fun at Palin’s interview with Katie Couric, featured Fey reading some of Palin’s actual answers for comic effect.
Given the popularity of these sketches, Palin might have viewed going on the program as a sort of damage control, said John Orman, chairman of the politics department at Fairfield University, and an expert on politics and popular culture.
“ She was just kind of appearing to show that she could take a joke,” said Orman, also the co-author of the book “Celebrity Politics.” “Sometimes politicians go on shows to repair their image. Sometimes, they go on to appear cooler than they actually are.”
Orman said he found Palin’s appearance “ hilarious,” but it might not have garnered more votes for her party. “She’s someone who’s trying to be taken seriously,” he said, adding that appearing on a comedy show might not have helped that cause.
In general, the experts said, appearing on television shows doesn’t guarantee that more people will vote for you. “The media tends to overstate its influence,” Hanley said.
Though these appearances do make politicians more visible, “ultimately, huge overriding issues, such as the economy, carry the day,” he said.
Orman agreed that people tend to stick to their guns when it comes to presidential races. If someone doesn’t like Palin’s politics, for example, her “SNL” spot “isn’t going to change anybody’s mind,” Orman said.
There are exceptions to that rule, however. For instance, there are some personalities in the pop culture world who carry a special influence, and whose support can make a difference to a candidate. Such was the case when Winfrey came out in support of Obama, which many believe gave the candidate a big boost.
Raucher said Winfrey’s effect on her fans and supporters is unique among talk show hosts. “Oprah is a whole separate phenomenon,” he said. “ Not many talk show hosts give away cars or can create a New York Times best-seller just by endorsing a book.”
Though Winfrey typically puts her stamp of approval on a wide range of products, from books to clothes to food, this was the first time she had endorsed a political candidate. The fact that she picked Obama to receive this honor definitely made his stock go up, Schissler said.
Anson C. Smith, Public Relations Coordinator
Housatonic Community College
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