Does New McCain Celebrity Ad Play Subtle Race Card?
John McCain’s campaign yesterday released a new web ad again depicting Barack Obama as an overblown celebrity.
While it’s easy to get caught up in this new electoral trend, journo Jason Pickens wonders if McCain’s commercial, which features loads of white ladies fawning over the “dreamy” candidate, isn’t trying to play on racialized fears as Scott Howell did with his video attacking Harold Ford Jr., a former black Congressman. That video featured a buxom blonde telling the then-candidate to “call me,” which, some say, ties back to racist ideas of black men taking white women for themselves.
We’re not sure we agree.
See the Howell ad after the jump…
Hmm. I think the Howell ad is more egregious in its playing on race fears, particularly because the implications are made so much more explicit. I think that in our political climate, no matter what the presentation, anytime you show young white blonde women swooning over a black candidate, it is received in a different context than if it were a white candidate. However, I think the McCain ad is trying to focus more on building the perception of “superficiality” in Obama’s fan base, and letting the latent racial overtones be apparent to those who would still be concerned about black men coming for their daughters. The Howell ad, on the other hand, plays the implications up, as the blonde says she met him at “the Playboy party,” and begs him to return her calls. This, in addition to the implications of connections with porn, etc., that play into the stereotype of the “wild” and “amoral” black man. His sexuality is animalistic. He’s “just not right,” or should we say: Just not “white?” In other words, he doesn’t follow normative ethics, which are identified by social conservatives with the white majority. Obama, on the other hand, is compared to the Beatles or Elvis. Rather than a shady sexual predator, he’s depicted more as an apolitical youth icon in an attempt to dismiss both his popularity and his young base.
Harold Ford is a “former black Congressman”? That made me laugh. I don’t think you can be a “former black” any more than you can be an “ex-gay.” Perhaps you meant to say a “black former Congressman”? :-)
Having said that, on a more serious note, I think Brendan’s comment is spot-on.
Side note: I found it strange to see how much better the production values for Howell’s ad are, compared with the cheap clipart of guitars and Powerpoint-style swirling text of McCain’s ad. Even in terms of the politics being played, it’s not as clever or effective as the Howell ad. You’d think a national campaign could do better for itself.
Poor John McCain. There are real issues out there and this is the best he can do? He has become a mockery of himself with this pathetic attempt to American Idolize the campaign. Please tell me this crap is not working.
There’s nothing like “bitter” struggling white voters (lunch pail democrats?) as McCain paints Obama with the “Elitist” stroke of the tainted brush. We are all seeing Mccain as so pathetic when he is quite calculating and we should open our eyes to where this is headed before Obama gets Swift-boated.
Yeah Brian I agree, what is up with former black. Even Michael Jackson is still black! Please change this with your cross-outs!
McCain is travelling the same Dixiecrat road most recently used by Bill and Hillary Clinton and Geraldine Ferraro.
McCain’s racism is deliberate and will probably become a lot less subtle when they choose their new Willie Horton issue. And it has a chance to work. In national polls if they pose the question as “Do you think race will play a role in YOUR choice†the defense shields go up and only roughly 5% answer yes. If the question is “Do your friends think race will play a role in THEIR choice” the shields are lowered and the percentage rises to above 10% or more.
The impact of racism on the campaign remains to be seen, but it won’t be insignificant.
With Democrats like these who needs Republicans.
“former black” haha! I love it.
Code word for “uppity”