Design Strategy of Obamas Campaign

Design Strategy of Obamas Campaign Introduction To what extent did the design strategy of Obamas campaign contribute to his mass popularity and victory in 2008 followed by a radial shift in public opinion by the end of 2010? Research methods Interview the creative director of the campaign to gain a concise overview of what was required of the design team. Find out any specific communication strategies that might have been imposed on them and explore the reasons behind their design choices (colors, fonts, use of imagery, layouts etc). Investigate if any strategic marketing techniques were used to promote Obama the same way a mass consumption product would be sold. Research all journals, dissertations and articles relating to the topic of political campaign strategies, design strategies, and communication techniques. Search news articles for pundit reviews and opinions of campaign success and current backlash. Conduct a thorough analysis of the Designing Obama book that contains the entire design strategy used by Scott Thomas. Limitations of study Due to the fact that this is a very recent event the amount of detailed and concise publications based on the topic are scarce. The bulk of the research will have to rely on Internet sources of news articles, pundit blogs and a search for relevant dissertations published by the academic community. Organization of the dissertation To what extent did the design strategy of Obamas campaign contribute to his mass popularity and victory in 2008 followed by a radial shift in public opinion by the end of 2010? Answered via the following arguments: Social landscape of America conducive to political advertising Cult of personality formation via harnessing of mass media Misleading and subliminal influence of design Expectations of the public too high from ambiguous and contradictory communication Main Body Setting the scene America in 2008 was not the beacon of hope it had once been. There was rising unemployment and a financial crisis that had brought the countrys economy crashing down. Poverty was increasing rapidly and people were loosing homes due to foreclosures. The country was massively unhappy that America was still participating in the Afghanistan conflict and to top it all, there had been 8 years under the Bush administration that had seen its lowest approval ratings of all time (below 40%). Running parallel to this was an America that had become so utterly saturated by marketing that this was one of the only facets of communication people would respond to (research to prove this?). Describe the average american experience? (how often they see ads, how well they respond). The huge obsession with celebrity culture in combination with the growing global social networks had made it too easy to give rise to a cult of personality. America was begging for change at this point, which left them susceptible to intelligent marketing and design strategies. It was against this backdrop that in the run up to the 2008 Presidential Election support and enthusiasm for Obama was increasing at a dramatic rate culminating in a frenzy by the time of his victory and inauguration in January 2009. Building trust through consistent design From the very beginning of the campaign the design team knew they would have to subdue the public perception of Obamas inexperience via his visual presentation. The strategy used was to implement the timelesshes already president feel (vimeo) into his brand image. The use of consistency was vital as one thing that design can solve with consistency is [to] establisha sense of balanceit can also reallygive the visual impression that hes incredibly experienced. (vimeo). fig1. Expert use of consistency in the visual communication makes Obama seem organized, experienced and competent. Thomas (2010, p. 78) Because of their evocative power, design and branding elements can create a stable bond between voters and the candidatewe wanted to elicit the feeling that he was a familiar figure whose attributes and values they could relate to and trust. Talk about logo, consistent branding, Thomas (2010) You can use good design and to a certain degree it blurs the lines a bit. Another strategy to distract from Obamas inexperience was to emphasize how historic the campaign was. Rather than simply stating this in the communication the entire aesthetic was designed around old archival materials. We wanted to pull from imagery of the past to communicate the historic nature of the campaign (vimeo). fig2. Certain information was designed using real historical documents found in local archives for an authentic vintage feel. This strategy not only highlighted the importance of the campaign but also using imagery that resembled historical documents, like the original declaration of independence, elicited a sense of patriotism and American sentiment, which could have a strong subliminal effect. Obamas cult of personality A cult of personality arises when an individual uses mass media, propaganda, or other methods, to create an idealized and heroic public image (Wikipedia, 2008). By the end of Obamas campaign it was clear that this was beginning to become reality. Imagery of Obama appeared in galleries, on billboards and around the city as street art or graffiti, the vast majority of it in full support of him. In addition there were huge varieties of Obama merchandise being sold by independent street vendors all over the country. Social networks were buzzing with his name, independent bloggers were watching his every move and grassroots events, using the same Obama visual design for flyers and posters, were happening on a daily basis. Even though the visual tapestry of Obama that had been weaved across the country was a collaborative effort from hundreds of individual contributors outside the reach of brand control, it still maintained high levels of visual consistency. This was due to the highly effi cient and transparent branding principles that required only the use of the Obama logo and typeface to make any visual production appear part of the overall marketing strategy. To a rock solid and seasoned democratic or republican supporter the choice of political candidate would still have been easy. But for a younger or less convicted voter with no solid viewpoint (research suggests there are more and more of these people) they could be susceptible to communication based on persuasion in which voters, lacking enduring political convictions, are induced to support a particular candidate or party at election time. (Swanson, 2004). This would be particularly effective given the cult of personality bestowed upon Obama by the media coverage of him and from his rock star status fuelled by regular endorsements from celebrities and musicians. fig3. Obama featured in a music video by the black eyed peas that turned his slogan into an anthem It is possible that due to this Obama frenzy it had become fashionable to be an Obama supporter and the thought of not voting for a candidate that was fresh, young, creative, energetic, and whose very ideals were adorning the city, seemed worthy of ridicule. Cause youll be real embarrassed if he won and you wasnt down with it. (Chris Rock) Leverage of technology to increase reach Vote for Obama making the voting process easy should in practice enable all the people with clear convictions to vote for the candidate they know they want. In reality it allows undecided voters to choose a candidate they may not really believe in but vote anyway via peer pressure, cult of personality, ease of use wht not? This results in inaccurate assumptions of public opinion being drawn from the poll. Transparency of brand all brand assets available for download so anyone can create visuals that resemble the official Obama brand material. This creates a sense of solidarity with the brand. And the subsequent result is an impression that the brand is literally everywhere as the entire grassroots movement is branded and appears to be part of the overall design strategy. Boundary destruction versatility of the logo allows it to be tailored to any group who want to be associated with Obama or simply show their support. The broken boundaries create a sense of solidarity and add to the impression of world wide brand saturation. A False Revolution In order to allow the global community of artists to contribute, the campaign team initiated the Artists For Obama poster series. According to Thomas (2010, p. 127) [the] idea was to invite artists to participate in the creation of a new kind of campaign poster, one that would be the expression of the individual artist rather than a reiteration of campaign materials. The first contribution to this initiative was a poster by Shepard Fairey and to many, his invitation seemed counter intuitive. He is a well-known street artist who has built his fame on defacing public buildings and creating work with huge anti-establishment connotations. His campaign poster has been deemed the most iconic image of Obama ever created, yet its unclear if the visual of Obama above the word HOPE was intended to be ironic. fig4. A contrast between Shepard Faireys previous anti-establishment aesthetic and the Obama poster. To most people this poster symbolized the revolution that was coming but considering the lost enthusiasm following Obamas presidency the question is if this powerful image created a false anticipation of revolution in the minds of the American people. Thomas (2010) Ive kind of heard that tone, whereShepard Faireys posterhad this very anti-establishment aesthetic that could have played into the minds of those that thought this was going to be a revolutionchanging Washington DC from the inside out. Since the Obama frenzy has subsided it is clear that the revolution people were hoping for hasnt happened. In an interview with the National Journal, Shepard Fairey commented on his plan to contribute work to help Obama in 2012 but stated he couldnt design the same Hope poster today, because the spirit of the Obama campaign hasnt carried over to the Obama presidency. (Madhani, 2010). Misleading and subliminal imagery In June 2008 the Obama design team created a seal to be displayed on his lectern that very closely resembled the Presidential seal. This caused controversy in the media and when Steven Heller ask Scott Thomas to name the most heated design battle of the campaign Thomas brought up the infamous à ¢Ã¢â€š ¬Ã…“presidential seal debacle (Kessler, B. 2008). fig5. Obama in front of the controversial custom presidential seal with Latin slogan saying yes we can. Imagery such as Obama standing in front of a presidential looking seal before he is president can have subtle subliminal effects. It implies that he has already won before the election has taken place and can be a powerful persuasive device if used strategically. Sol Sender, the designer of the Obama logo suggested although the presidential seal was used by the campaign only briefly,  seeing Obama-the-candidate standing behind that familiar regal  eagle had a lingering effect  in the minds of voters (Kessler, B. 2008). In addition to this the voters have been subject to rock solid consistency in the visual communication that has solidified the Obama brand deep in their subconscious minds. Ambiguous communication From the outset of the campaign the three keywords used to inspire the nation were Hope, Change and Progress, which were the three ideas that the American people were so desperately seeking in 2008 Thomas (2010, p. 78)our strategy would not have worked if Obamas message hadnt rung so true and hadnt resonated so deeply with the American public. These words however inspiring are somewhat ambiguous unless the exact implementation of each is explained but this was rarely the case when used by Obama. Regardless of this, they became woven into the visual language of the campaign to the point that the word Hope had become synonymous with Obama. A news reporter commented about an Obama rally he witnessed Obama almost never got into specifics. It was change, change, save the country, change, yes we can, change (Wendel, J. 2008). people are VERY focused on Obama and dont really know much about what he stands for(Wendel, J. 2008). Conclusion Where are we now? A downward spiral of disappointment, anger and lost enthusiasm swiftly followed and continued to the end of 2010. Senate elections in November saw the Republicans taking back the House, and many of Obamas policies of Change were rejected by the American public (most notably the healthcare reform suffered a 59% opposition). In addition to this, his approval rating had fallen from 65% in 2009 to 45% in 2010. The reason for such a huge turnaround in public opinion after Obamas monumental success can be attributed to two possibilities. Either the American public developed and overzealous expectation of Obama and his intentions based on the strategic design of the campaign, or they were not as open to change as they seemed to imply. Either way it is clear that something must have caused this huge inversion to occur. Talk about how it is clear that design contributed to both a distorted view of what the public really wanted and how Obama was perceived to be something more than he actually was in reality. There were many Americans seduced by the feel good Madison Avenue campaign of Obama, but the trouble with hype is that after all the BS, you must be able to produce something, four years is a long time to run on hype'(flopping aces) Independents and Democrats are admitting to themselves that the Obama image [created] is nothing more than an allusion that they wanted to believe, against common sense. (flopping aces) the campaigns are now so intricate and so all consuming that the ability it takes to win a campaign is not the same skill set to govern and are we raising a generation of leaders that can win campaigns but not adequately govern? (john steward, daily show).

Destructive Force: Reality Television Essay

Reality television shows are shows based on real people in real time. Individuals are put, as a group, in a particular environment where each person, or team, experiences roughly the same things. The fan base for realty shows is extensive and the number of shows has been rapidly increasing in recent years. Reality television has become very popular and, for some, even addicting. These shows, overall, have become detrimental to the public. The negative effects these shows have on the public at large far outweigh the entertainment value or positive effects. While there are shows that are beneficial, reality television can have negative effects on the public because it can become an addiction, it raises the standard of beauty for women, and it can prematurely advance the development of sexuality in teenagers. Reality television makes a huge impact on teen and pre-teen audiences. Increased sexual awareness and insecurity are the two most prominent. Some of the most popular reality shows for these groups are romance based shows like The Bachelor. The Bachelor is a show where a single man is presented with a group of attractive single women of which he must choose one to be a potential wife. The man goes on dates with each woman individually and sometimes in groups. Weekly, he must decide which candidates he does not wish to go on another date with. During the first few weeks of the show, multiple women are eliminated at the same time. Later on, however, they are eliminated one by one. The same is true for the show Joe Millionaire. Yet another show that is romantically based is Temptation Island, where a couple tests the strength of their relationship by each living in a separate residence with a group of attractive individuals of the opposite sex. The goal is to resist the temptation of getting romantically involved with any of the individuals living with them. It is thought that the reason teens and pre-teens watch romantically themed reality shows is that they are viewed almost as a game show. â€Å"Temptation Island and similar programs usually feature a competition-based format, elements of game shows, sensationalism, a lighthearted, lively tone, and teasing and/or romantic storylines† (Vandenbosch & Eggermont 2011). Watching these shows has the possibility of increasing teen and pre-teen sexual awareness as well as changing the perceived normal sexual attitude. Vandenbosch and Eggermont hypothesize that â€Å"Watching RTRT is positively associated with (a) increased stereotyping of male and female sexuality (referring to men’s sexual obsession and women as sexual objects), with (b) stronger endorsement of a positive attitude toward steady, long-term relationships, and with (c) an increased importance attached to romantic characteristics of the perfect partner. Using The Bachelor as an example, this means that by watching the show, it is possible that the teen and pre-teen audiences will believe that a man is supposed to be able to â€Å"shop around† and a woman should be competing for a man’s attention, long term relationships are something to avoid until the â€Å"right one† is found, and that there are certain qualities the perfect partner have to possess. The viewing of these shows also leads to increased peer to peer conversation about sexual relationships. For young people, their peers are one of their most trusted sources of information; therefore, speaking with each other about sexual relations can easily lead to actually performing the act itself. Viewing the fact that there are a large number of pre-teen viewers, it can be hypothesized that this can lead to premature sexual activity. Viewing RTRT is positively related to increased estimates of the sexual experiences of peers. † ( Vandenbosch & Eggermont 2011). A study was taken on teens and pre-teens versus specific shows. The purpose of this study was to see how many of these young people watched 5 of the most popular reality shows on the air. The youths were broken into two age groups, 8-12 and 13-18. For the 8-12 age group, the percentages ranged from 40%-70% depending on the show. The 13-18 age group had a slightly larger percentage range of 27%-70%. Reality television creates a huge impact on women’s views of themselves. Shows such as Extreme Makeover raise the bar on the standard of beauty for women. Extreme Makeover is a show where women who are unhappy with their appearance and the romantic aspect of their lives. The show performs cosmetic surgeries and sends the client to high end shops for makeup and wardrobe. Shows like this make many women insecure about their looks. It portrays the image that if a woman’s physical appearance is not equivalent to the standards depicted on the show, then the woman cannot be happy. A study was conducted on a controlled group of both male and female subjects from multiple ethnic groups. The individuals were exposed to the Extreme Makeover show and then given a survey afterwards in which they answered a controlled group of questions and then were allowed to make their own judgment of the show at the end. This study concluded that there was really no difference in the response to the presentation of the standard of female beauty. â€Å"In contrast to our hypothesis, we did not find a gender difference in emerging adult men and women’s responses to the media presentation of idealized female beauty. (Markey & Markey 2012) The study did show, however, that while the majority of men were indifferent to the idea of pursuing plastic surgery after watching the show, a large portion of women, mainly composed of individuals that enjoyed reality shows, had an increased desire to pursue plastic surgery. These types of shows can have a deeper impact than just raising the standard of female beauty and increasing the desire for cosmetic surgery. These shows can also lead to an increase in the severity of emotional disorders among women. Another show that has an impact on the standard of females was discussed earlier, which is The Bachelor. The Bachelor portrays beautiful women as emotional and attention seeking. The show does not focus on the remaining women throughout the show. They focus on the man and the women who have been eliminated. â€Å"The action of the series is propelled by a drawn-out process of eliminating women until one remains, with the narrative focus on how and why women are not selected by the bachelor. † (Dubrofsky 2009) This includes the borrowed term,†money shot. This refers to the clip of an eliminated contestant being overly emotional. The show indicates that if a woman cannot control her emotions completely, she is undeserving of love. By focusing on this, the show gives the impression that most women are uncontrollably emotional and there are only a few who have the composure it takes to be loved by a man. Men and women take different things from this, but still arrive at the same conclusion. Men see women as highly emotional and not worth their time, while women see themselves as not worth a man’s time if they show emotion. This ultimately leads to shorter relationships and low self esteem for women. A third problem that reality television can incur is addiction. People have a tendency to become addicted to these shows and feel the need to watch them every week. While this does not seem like it would be an issue, it becomes one when an individual watches multiple shows. The addiction can take priority over other aspects of daily life, especially for youths. School work gets neglected in favor of seeing what will happen on the weekly episode of their favorite reality shows. Reality television can become an addiction from the empathy and relation the audience can have to the individuals on the show. From the women on The Bachelor to the people on The Biggest Loser, almost anyone can relate to one or more of the individuals on these reality shows. There are some positive effects and a few reality shows that are beneficial to the public. Shows like Supernanny and The Biggest Loser promote wellness to the public. Supernanny is a show where the supernanny goes to homes in which the children have gotten out of control and the parents have no idea how to handle them. The supernanny coaches the parents and the children in ways to communicate and be closer as a family. Videos are taken around the clock to see how the parents and children respond to each other in typical home situations. These videos allow the audience to view the right and wrong way to approach things and what the consequences are. â€Å"Reality TV parenting programmes, such as Supernanny, Little Angels, and The House of Tiny Tearaways, all use embedded video as a prominent element, not only of the audiovisual spectacle of reality television but also of the therapy, counselling, coaching and instruction intrinsic to these programmes. (McIlvenny 2011) While watching someone like the supernanny coach families, the at home audience also receives advice on how to deal with issues at home. The Biggest Loser is a show where severely overweight people are selected to compete for a large sum of money. These people are put through exercise routines, challenges, and dieting. The team or individual that loses the largest percentage of weight wins the week and the individual that loses the smallest percentage of weight is eliminated and sent home. The show also reaches out to the community and sends the finalists home for a eek to test their resolve, but also to lead their community in an exercise day. In the most recent season of The Biggest Loser, not only did the network select overweight adults, they also selected 3 overweight youths for a special program. By doing this, they showed the at home audience that children are having weight problems as well, and that it can be dealt with. Throughout the season, references are made to the families of the people on the show, with the main focus on the family members that were also overweight but had been inspired to lose weight due to their relative losing weight on the show. The participants in the show are put through rigorous exercise routines by 3 fitness experts, taught how to eat healthy and what foods are acceptable, given competitive challenges for special rewards. There are other benefits to reality television besides the show specific benefits to health and welfare. The wide range of viewing audiences allows for watching reality shows to be a family event, bringing families closer together. Another benefit is using reality TV as a way to wind down from daily life and activities. Come home from a long day at work and watch your favorite show. Though there are benefits to reality television, the premature advancement of sexuality in youths, the addiction that can occur from watching reality shows, and the forming of idealized female beauty make reality television a negative influence on society. If only reality shows that were beneficial to the public were to be allowed on the air, these issues would be avoidable. Another option would be to make more reality shows similar to the few current beneficial shows.

New Article Reveals the Low Down on Research Paper Writing Companies and Why You Must Take Action Today

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The Scarlet Letter Theme Analysis - 2162 Words

The Scarlet Letter, a novel written by Nathaniel Hawthorne, is a novel that takes place in the town of Boston, Massachusetts in 1642. Hester Prynne, the main character of the story, commits the sin of adultery. Because of this sin, she is blessed with a child named Pearl. Her punishment is to wear a scarlet letter â€Å"A on her chest for the rest of her life, which affects the way the townspeople look and act around her. Also, she must stand on the scaffold in the town for three hours for the whole town to recognize her grave sins. The man who should be standing upon the scaffold along with her and Pearl is the town minister, Dimmesdale. He is presented as a weak character because of his fear of losing his beloved reputation as such a holy†¦show more content†¦Because of his pure evil, he is even seen as the Black Man. Hester questions, â€Å"Art thou like the Black Man that haunts the forest round about us?† (Hawthorne 65). In the long run, the main sin of adultery effects the main characters in different positive and negative ways. Furthermore, the sin of adultery allows the theme of the nature of evil to emerge throughout the novel. The characters in the novel often associate the Black Man with different people. Generally speaking, the Black Man or the Devil, is the main expression of evil. This Black Man is associated with different characters including Dimmesdale, Chillingworth, Mistress Hibbins, Pearl, and even Hester. Firstly, Pearl associates the Black Man to Dimmesdale. She asks, â€Å"And, mother, he has his hand over his heart! Is It because, when the minister wrote his name in the book, the Black Man set his mark in that place?† (Hawthorne 164). Pearl, for such a young age, notices how strange and suspicious Dimmesdale acts and senses the evil within him. Furthermore, instead of direct associations with the Black Man, Chillingworth goes through physical changes that can be compared to the characteristics of the Black Man. By the end of the novel, he has become an uglier, darker, and more crooked version of his former self from seven years back. His actions can also be compared to those of the Black Man, where his actions are meant to spread evil. â€Å"The fact that he is so intelligent also makes him all the moreShow MoreRelatedThe Scarlet Letter Theme Analysis: Sin, Hypocrisy, and Corruption2626 Words   |  11 PagesThe Scarlet Letter Essay Prompt: How does Hawthorne develop his themes of sin, hypocrisy, and corruption in the Puritan society through the occurrences of the scarlet letter, the scaffold, the Puritans, the prison, and the forest in the story? In the world today, themes and symbolisms have played a major role in the development and presentation of past and present novels. 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It documents the lives of three tragic characters, each of whom suffer greatly because of his or her sins. Shot Plot The story begins with Hester Prynne, a resident of a small Puritan community, being led from the town jailhouse to a public