Classic Propaganda: The American Election Way
By: Daniel Libby
(Exploring Propaganda in the 2004 U.S. Presidential Election)
Propaganda has been used as an effective tool since the beginning of human politics. Used, arguably, more then ever during the current American presidential race between President George W. Bush and Senator John Kerry. However, the devices of propaganda used in this election are all basically examples of the fundamental tactics used throughout history. These ‘devices’ are meant to confront basic human emotions; all keying in on either the mental, physical and spiritual. Each of the candidates uses various means to propagate their hopeful victories, supporting themselves and attacking each other by means of debates, interviews, rallies, print media, commercials, motion pictures, etc. Not all of the propaganda is directly from the candidates or their parties themselves, many of the election facts are presented to the public by third party media sources. These media outlets are often presented as impartial , but in reality many are far from it. In this 2004 election everyone has a viewpoint, the most specific being that of President George W. Bush, that of Senator John Kerry. It is the work of the two nominees, each representing America’s two main political parties, to convince the general public of their ability to lead the American people. The main topics of propaganda that seem to be reoccurring during the respective campaign drives are fear, intellect, the American dream, war, glamour, faith, sex, and honesty. The country of America is vast and throughout its fifty States and 293,027,571 population, all walks of life are represented. Both Bush and Kerry know the way to win the support of the American public is to have your campaign appeal to the ‘average’ American, they do this by using propaganda tactics that entice our universal human ideology.
The most predominant and discussed issue targets humans tendency to react with the emotion of ‘fear’. The concept of fear as propaganda has been heavily discussed since the September 11th, 2001 terrorist attacks on the World Trade Center. Indeed, the classification of a ‘terrorist’ has been analyzed persistently since then. As the American media, and government, have been constantly hammering home the notion that ‘terror’ can strike at any minute. This notion was brought up by John Kerry when he made comments to the New York Times in which he said he wanted to “get back to the place we were, where terrorists are not the focus of our lives, but they’re a nuisance.” The reason this comment became controversial, is because it’s the opposite of the point Bush is pushing. During the first official televised debate between the two men, Bush stated the nature of terrorists was to “Gun down school children”, (referring to recent events in Russia). These comments are meant to drive fear into the hearts of voters, as every adult has experienced the ‘innocence’ of childhood. Hearing George W. Bush talk of school children brought back memorable images from Michael Moore’s successful documentary, Fahrenheit 9/11. The film is anti- George W. Bush, and includes footage of Bush sitting in classroom and reading with children after hearing of the attacks on the world trade center.
When talks of ‘nuclear proliferation’ are discussed, Americans really get to grasp how many ‘enemies’ the country currently has. The concept of ‘nuclear proliferation’ is a top priority in both men’s campaigns. They speak of threats not only in Iraq, but also North Korea, Iran, Libya, Russia, Pakistan, and China. During the first televised debate, viewers got a first hand look at the problem of enemies when Bush said “Saddam Husie... I mean Osama Bin Laden.” A viewer of this debate can interpret this slip of the tongue as another one of Bush’s vocal mishaps. However moments later, during the same debate topic John Kerry made the same slip of the tongue. This should be alarming to all Americans, because the names Osama Bin Laden and Saddam Hussein are not even similar in sound. Although, the similarity they possess is that they are both Middle Eastern, and they are both considered ‘terrorists’.
Another ‘theme’ that keeps on persisting throughout the election, is the ‘American Dream’. Each candidate personally tries to paint themselves as representative of the ideal American. It is hard to grasp what exactly makes an ‘ideal American’, although there are certain signs of success recognized as the ‘dream’. Indeed, both men defiantly represent the ‘material wealth’ that is stressed in relation to the ‘American Dream’. As both men are inherently wealthy, they were born to upper class political families. Both Kerry and Bush have families representative of the American modular family unit, a wife and two children (in both cases two daughters).
For the 2000 election, the republican party chose George W. Bush and his ‘charismatic’ personality to contrast with Democrat Al Gore’s ‘stoic and boring’ personality. When 2004 elections came around the democrats seemed to have chosen John Kerry for this contrasts with Bush. Physically, Kerry is taller, straight backed, dark haired, and has usually been photographed as straight faced. Bush on the other hand is shorter, lighter haired, and his thin lips have been accused of ‘scowling’.
The issue of ‘physicality’ can also to explored through the vice-presidential nominees. The current vice president Dick Cheney, is elderly, bald, and essentially emotionless. The democratic selection of Senator John Edwards for vice-president basically opposes the traits of Cheney, he’s youthful, constantly smiling, and warm in tone of voice.
The issue of ‘sex’ is frequent throughout human life, and vary prevalent in this election. Issues like gay marriage, abortion, and love, have been discussed between both men during the three televised debates. They share the view that “marriage should be between a man and a woman.” Yet, they disagree on the issue of abortion, Bush being ‘pro-life’, and Kerry being ‘pro-choice’. Indeed, mankind is constantly reading sexual insight into things. When I read a quote in the paper, “(John Edwards) told Cheney he and President George W. Bush were ‘not being straight’” (Harper) an accusation of homosexuality is readable. Especially since homosexuality has been a political discrediting accusation since the days of Octavian battling with Mark Antony.
The statement of homosexuality was further brought up in third presidential debate, when John Kerry stated “Dick Cheney’s daughter (Mary Cheney) is a lesbian.” When John Kerry’s daughters Vanessa and Alexander Kerry were interviewed on Larry King Live, they were asked “Do you think the Mary Cheney comments were fair?” Which was followed by Vanessa Kerry saying ‘Ummmm...’ and Alexandra Kerry coughing. What message is an American voter to draw from this reaction?
Indeed, Indecision seems to be a large part of this election. Theres been accusations of John Kerry being ‘wishy-washy’, an attack on his indecisiveness. Former president Bill Clinton (a Democrat), stated “one candidate is making you fear, the other is making you think” during a Democratic rally in Philadelphia. Clinton himself was a president with arguably the largest publicized sex scandal in American history. A fact that many believe has cast Democrats in a negative light, especially among religious voters. John Kerry divorced the wife of his two daughters in 1988. Only to remarry in 1995, to Teresa Heinz Kerry, who he states is the “love of his life”, in his personal website biography. There is no mention of his first wife, Julia Thorne, of 18 years in any of his personal campaign publicity. During the third debate, Kerry made one of the only truly humorous jokes of the campaign, “We’re all 3 examples of marrying up.” As the audience breaks into laughter, Kerry says “... me more so, I’m not afraid to admit it.” The ‘3’ Kerry is referring to are himself, Bush, and the moderator, and the ‘marrying up’ refers to all three men marrying women who are wealthier then they are.
This idea of personal wealth, puts both Bush and Kerry into a different bracket then the average American. When Michael Moore was interviewed by CNN’s Anderson Cooper, he commented on the fact that “Bush’s tax cuts have only benefited the most wealthy of Americans.” Throughout his documentary, Fahrenheit 9/11, associates Bush’s cabinet with large American corporations. This includes Republican vice-President Dick Cheney’s ties to the company Haliburton.
During the vice-Presidential debate, John Edwards attempted to appeal to the general American population. As he sat beside the former CEO of an ‘$87 Billion’ corporation, he spoke humbly of his childhood. “I remember coming down the steps into the kitchen, early in the morning, and I would see the glow of the television. And I'd see my father sitting at a table. He wasn't paying bills... he was learning math on television. Now, he didn't have a college education, but he was doing what he could do to get a better job in the mill where he worked.”
What is arguably the most effective propaganda in this election is the use of celebrity. Indeed, every American lives under the media’s light of Hollywood’s glamourous ones. During the first Presidential debate, John Kerry made a pop culture reference, “Being lectured by the president on fiscal responsibility is a little bit like Tony Soprano talking to me about law and order.” Kerry has also been regularly endorsed by Bruce ‘the Boss’ Springsteen, during his ‘Vote for Change Tour’, ‘the Boss’ is described; “His shirt drenched in sweat. Showing more of the fervour of an old style preacher than a rock star.” (TorStar, Oct. 13, 2004)
The most accessible example of celebrity is Republican Governor of California, Arnold Swarzenegger, who thoroughly endorses George W. Bush. However on the topic of stem-cell research he ‘breaks’ with Bush. "I'm very much interested in stem cell research and support it 100 percent," said Schwarzenegger in a Wolf Bilzter Reports article. Stem Cell research further surfaced as an issue after the death of Christopher Reeves, the actor known for playing ‘Superman’. The actor Michael J. Fox appeared on CNN, immediately following the third Presidential debate, endorsing John Kerry for his support of stem cell research.
The issue of faith and religion is also a dominant one in political support choices. George W. Bush has been deemed a favorite among the ‘southern U.S. Bible belt’ because of his affiliation with the church of the Methodists. John Kerry is a Roman Catholic, which draws comparisons to former Democratic President John F. Kennedy. They also share the same initials - J.F.K. Although religion is very important in American life, and ‘1 in 4 Americans attend church services weekly’ (TorStar Nov. 1), both candidates are not in full agreement with there religions. The Toronto Star reported “While Bush, a Methodist has been out of step with his own church’s opposition to the Iraq invasion, Kerry, a Catholic, has been condemned by right wing bishops for Democratic abortion stands.” (Oct. 17, 2004)
The largest issue of the Presidential race has been the current war in Iraq. The fact that America is currently in a state of war, plays on huge role on voters decisions to support. Although, both candidates agree with armed attacks on Saddam Hussein, John Kerry has likened Bush’s ‘jump into war’ as a ‘mistake.’ He believes the proper way to fight Iraq involves United Nations involvement and a global coalition of allies. During the second Presidential debate this topic was heatedly discussed. Bush responded to Kerry “It denigrates an alliance to say we’re going in alone.“, he was passionalty referring to the representatives of the ‘30 countries’ allied with the U.S. in Iraq. Kerry responded to Bush’s statement, stating the fact, “ 11 Countries have left the alliance in Iraq, they are not joining.” The editor of the Toronto Star, Haroon Siddiqui, has questioned the nature of what this war in Iraq is being fought over, because “Both sides have admitted there are no Weapon’s of Mass Destruction.”
This comparison draws into question the nature of the war itself, if there are no ‘weapons of mass-destruction’, is this war really about winning votes? Which brings to mind a clip of George W. Bush, from Michael Moore’s Fahrenheit 9/11, from a news conference saying “I am a war-President.” The Kerry campaign has been extensively promoting Kerry as the better man in terms of war, because Kerry fought extensively in Vietnam, and Bush did not. In fact, the recent documentary ‘Going Up River’, is ninety minutes of Kerry support for his war efforts and Vietnam - veteren support. The film talks of Kerry’s ‘3 Purple hearts for bravery’, that as a ‘natural leader’ “John Kerry made decisions everyday that saved the lives of his crew.”
Bush confronted Kerry’s effectiveness of running a successful military strike, when he likened Kerry’s ‘indecisiveness’ to the ‘Iraq war’, “He’s the kind of guy that says lets talk about this with the UN and hope it goes well.” (Presidential debate #2) John Kerry combats Bush later in the debate, questioning the rightness of this war. He also brings to question who America’s enemy really is, bringing up the name ‘Osama Bin Laden’, and stating that he should really be the focus of America’s military. This defiantly valid, as Bin Laden has admitted he masterminded the 9/11 attacks during Bush’s second year as President, yet has been under the radar recently. He is still believed to be hiding in Afghanistan, only it is startling when Kerry pulls out figures like “there are 10 times the amount of troops in Iraq, then there are in Afghanistan.” (Presidential Debate #3) A key point in Kerry’s campaign has been accusing Bush of mishandling the extermination of Osama Bin Laden.
On Sunday, October 24th, 2004, Carol Harrington wrote in the Toronto Star “George W. is just waiting for the right moment to pull bin Laden out. The American public... will reward him with another term in office.” This theory was made all the more real when Osama bin Laden reappeared with a video taped message, speaking about the current election. Not only is this the first time Bin Laden has surfaced publicly since May of 2004, it occurred three days before ballots are going to be cast. In the tape Bin Laden states that it does not matter who wins between Kerry and Bush. Thus, reinforcing the global view that ‘America’ will always be ‘America’. He speaks about Bush’s term in office, during the 9/11 terrorist attacks saying “(Bush) would leave 50,000 citizens in the two towers to face those horrors alone at a time when they most needed him because he thought listening to a child discussing her goat ramming was more important than the planes and their ramming of the skyscrapers.” (NY Times, Oct. 29) Which again brings to us the footage, made famous in Michael Moore’s documentary, of Bush reading with school children after he learned of the ‘terrorist’ attacks. However, the general concenus throughout the United States is that Bush will be harder on terrorists then Kerry. When the Republican campaign says “the only way to win against terrorism is to go after terrorists” (Cheney, Vice-Presidential debate) eyes turn to Kerry, wondering if he will ‘take down the terrorists.’ To this John Kerry replies “I did it in Vietnam, I’ll do it again.”
The propaganda in this election has targeted general emotions to convince the American population who the right man to lead America for the next four years is. Both men have also used their campaigns as a grounds to prove that their opponent is the wrong person for president. Who has run the more effective campaign? It should be noted that both George W. Bush and John Kerry have each lead successful campaigns, and have been considered to be in a deadlock for voter support over the past 3 months. On the night of the election, November. 2, 2004, much went according to projections. Including the projected close race in Ohio, where Bush stands at 51% and Kerry at 49%. On the morning of November. 3, 2004, the race has been tagged ‘Too Close to Call’, (by CNN) further enforcing the the split between Americans. A country where half the voters are Republican and the other half are Democrats. As we stand now, the public must early await the media to announce the next President, and the media is stating it may be days until viewers will get a verified answer.
WORKS CITED
NEWSPRINT
Harper, Tim. "Cheney, Edwards spar on Iraq." Toronto Star 06 Oct. 2004, sec. A10.
Harrington, Carol. “Betting on Bagging Osama.” Toronto Star 24, Oct. 2004, sec F2.
Schaper, Stephen Bede. “Polls and the Pulpit” Toronto Star 17, Oct. 2004, sec. A17.
Siddiqui, Haroon. “Iraq and Afghanistan” Toronto Star 22, Oct. 2004, sec. A14.
The Associated Press. “Al-Jazeera Airs Video.” New York Times 29, Oct. 2004, sec. International
WEB SOURCES
TELEVISION
Clinton, Bill. Democratic Rally Speech in Philadelphia. CNN. 25, Oct. 2004.
Kerry. John. First Presidential Debate. CNN. 30. Sept. 2004
Kerry, Vanessa and Alexandra. Interview with Larry King. Larry King Live. CNN. 19 Oct. 2004.
Moore, Michael. Interview with Anderson Cooper. 360 Challenge. CNN. 1, Nov. 2004.