Michelle Obama’s appearance Wednesday on The View is a very interesting and intricate case study in Public Relations Management and personal branding. Over the past few days pundits have described her appearance as an effort to show off her “softer side.” When I first heard it positioned that way, a series of random thoughts and questions began to scroll through my head: ”Why does she have to show her ’softer’ side? What exactly does that mean? Why do black women always have to compromise their strong personas just to make society feel more comfortable and less threatened by them?”
Then I wondered, did Michelle Obama really want to go on that show? Or did her “handlers” strongly advise her to so that she could talk about things like whether or not women should wear pantyhose and going to ice cream socials with her daughters. I also wondered if she felt the show topics were shallow or does she really talk about those things when she’s out with her girlfriends.
My other random thoughts included: Why can’t we just be who we are without being criticized for every single thing? Why does mainstream society objectify us, marginalize us, kick us to the curb and then expect us to be silent about it? Why can’t Michelle just be the strong, opinionated forthright woman that she is?
The reality is, in this society, high-profile black women have to walk a weird thin line. We literally have to master the “perfect” public image or risk jeopordizing success. If we come across as having even the slightest hint of an “attitude,” or as being too opinionated, or as being “angry,” we get criticized. On top of all that…dont let your hair be out of place!
That’s why PR management is so important. There’s a science to it. With a good PR strategy, you can cause a massive shift in the thoughts, feelings and beliefs of the public at large. The best PR strategies position you to shape the kind of perceptions that will win your target market over (no matter what kinds of mistakes you’ve made in the past) so that you can acheive your ultimate goal. In this case the goal is to get Barack Obama to the White House.
The Obamas obviously have a brilliant group of PR practioners working with them. They’ve taken a woman who was villified for comments she made a few months ago and put her on the set of The View as a co-host to “show her softer side.” Unbelievable.
Next random thought: Have we been reduced to a society that allows ourselves to be significantly influenced by the messages that come from shows like The View?
Last random thought: This country has always had a strange relationship with the black woman. That relationship is further strained by the way the media portrays us. But I digress. My random thoughts could go on for days. My greatest hope is that over the next several months and years we will have the opportunity to see the real Michelle Obama–and ultimately, we’ll be able to accept her for who she is, strong opinions, fist bump and all.
Meanwhile, the jury is still out on whether or not her appearance on The View helped people see her as likable. It’s also unclear as to whether this could lead to more votes for Senator Obama. What do you think?
17 Comments
June 19, 2008 at 6:35 pm
She has to play the game, long enough for everyone to get warmed up.
June 20, 2008 at 4:49 am
Funny, I never gave Michelle’s image “recovery” a thought. Maybe it’s my unconcious rebellion against anyone coward enough to mistake essence and stealth for anger, being overly independent, and not “soft” enough. I always find her elegant, supportive, regal, prowess, and sharp; traits that Obama (the first Black presidential candidate I must stay) found in a quality mate; traits that cowards clearly can’t recognize and potentially find intimidating. I believe one of your respondants stated that the “game” is warranted in this presidential election. I don’t mean any disrespect, but, if anyone perceives her presence in a pretensious or a forced projective way, in my opinion, is completely missing the richness of a REAL Sista who overflows with the unmarked and wealthy talent to author her own destiny as a Black Woman and member of a sometimes cruel society. Thier ignorace is a hame on them, not her.
June 20, 2008 at 9:34 am
Of course I fully agree with thes comments, and found myself missing the Monique Caradine voice on the medis airways where it belongs. As a PR person, I would say her “placement” on the show achieved its purpose in more ways than one. In our shallow society there are as many that will judge on Race as treat celebrity as royality. Our Hollywood IQ is really much stronger than our Poltical IQ will ever be. The real product placement was her dress, which has proved itself with the flurry of sales the next day. I hope her Mom or Beyonce’s Mom or somebody smart jumps on a fashion line for kids clothes that her daughters look good wearing.
The most important comment I heard was acknowledging that her household eats bacon! That Scored HIGH and should help with white male voters throughout the Midwest all the way down to the Ranchers in Texas.
Now we know the Obamas they are just like us. They eat a smart sensible breakfast
and get their protien from Bacon. Michelle is an American afterall and she said
Barack eats Bacon too, so he must not be Muslim. And that’s why they call it The View.
June 20, 2008 at 9:46 am
I’m not sure I agree with the specifics of this argument , although I do agree whole heartedly with the thought as a whole. It seems to me that the apparent imperative is that any high profile WOMAN, regardless of color, be clear to have a softer side. Just look at how much effort was done to show Hillary’s “softer side.” I think in general society has not worked out how to take a strong woman — tending to stereotype the gender as “supposed to be softer”.
Where I think the racial “handling” comes in is how the Obamas in general, and Mr. in particular, are always seen in formal attire. Even at the bar in PA, Barack had a dress shirt and tie on! I think there is some idea PR-wise that showing a more casual side will hurt their image/brand. I think that’s a shame. The downside to this “handling” is clear — they appear “elitist”, whereas the more casual John McCain in his baseball cap appear “one of the crowd”. So it’s a lose:lose proposition.
Why do you think their “handlers” have opted for this image?? Can’t people of color be “one of us”?? I’d love to hear your thoughts on this.
June 20, 2008 at 9:59 am
JJ,
Your question is fascinating. You may be on to something. The handlers that are working with Barack might feel that its too risky to show Barack in a more casual demeanor. The reasons why may vary but it MIGHT take us back to race. Since he is black, they may feel like it’s important to go the extra mile to make him look presidential, no matter what the setting. I don’t know the specific thought process, but it’s interesting.
I must agree with you on the high-profile WOMAN thing. That’s an issue that does indeed transcend race. All high-profile women get dragged through the ringer if they come off too strong. Hillary definitely paid a high price. It took her a while to actually find a stride because her handlers didn’t really know how to handle her! They struggled to find the right balance for her image–showing her as both strong and compassionate, but still an effective leader.
I’m just sensitive to black women because I am one, and every single day I see the struggle that black women leaders face…but you’re right, women of all races have their share of struggle….
Maybe the experiences of Hillary and Michelle, will make it a bit easier for us to show our strength under in any situation — from the boardroom to the political arena and every place in between.
I’m glad they are there to set the example and prompt conversations like these. We stand on their shoulders.
Thanks for your comment.
June 20, 2008 at 12:03 pm
Hi Monique and JJ,
The reason behind Barack always being in a more formal dress mode is most definitely related to image. I can personally attest to the fact that as a Black male you’re more highly regarded if you’re dressed more formally than if dressed casually. I’ve experimented with it.
I’ve gone into stores wearing casual clothing and later in the day come back in coat ‘n tie… the reception I get is totally different. Yes, McCain can get away with being more casual but Sen Obama better not try that too often.
Once you become a public figure, you’re no longer your own self. You are a target and fair game for excessive criticism and becoming a victim of double standards.
Great post Monique.
Jim Turner
June 20, 2008 at 12:21 pm
HI!
Isupport for presdent Obama because I trust in him because is a gentle male,inteligent,smart and he know wat desire are America.I am very shure that is the president hwo arrive the peace and grow America.I support with all my groups yws-search-general a group with more77oo members.Obama is the president who not desepiment never.I wish to meeting in a same day if the faith want.
June 21, 2008 at 1:10 am
Hey Mo,
Because I don’t personally know Michelle Obama, what I seem to feel that I know from the View’s ’softer side’ episode is that Michelle is perfectly poised to be the first lady of this country. We can be as strong as we need to be IF and WHEN we are willing to collectively bear the brunt of of even marginally powerful men (black, white, indifferent) and still rise.
Double-consciousness in this culture has its advantages when used to address issues that would otherwise remain outside the media radar. Michelle Obama potentially has the power to do the work that she has been called to do for this nation.
June 21, 2008 at 10:54 am
Loved your comments Mo. It’s a shame that in America everything is reduced to “sound byte” journalism. We will miss the thought provoking, well researched kind of questioning that Tim Russert used to do. Stations like Fox with their ignorant and mostly racist viewers love to pick up a word or two, sentence or two and misuse it as they did with the Michelle Obama quote about being really proud of America for the first time in her adult life. We knew what she meant. I think the appearance on the View with its large audience will help the uninformed public get to know Michelle. Fox has tried to ghettoize her and the family to make them appear scary to many whites. One minute they ghettoize and the next they call the Obama’s elitists, opposite ends of the spectrum. On The view they can at least see she is a beautiful, intelligent human being, neither ghetto nor elitist. She looked like a first lady which is what other folks needed to see. We know who were are but other America doesn’t really. We know how we fell but the other America is afraid and unready to hear it. It is interesting that McCain has that “straight talk” bus when most Americans can’t handle and don’t want to hear straight talk. ..Just as Michelle Obama, Rev. Wright and Father Flagher.
June 22, 2008 at 9:34 am
As always, with everything in this country, different people are held to different standards. It is not a secret that in every aspect (sports, politics, academia, etc) people of color have to go above and beyond to be considered effective. In so doing, a woman particularly, is viewed as being “bull- doggish” (used to avoid the other “b” word). Michelle Obama is no different then any other first lady; she is a person with her views and opinions. Prayerfully and most likely, those things she believes in will overall benefit ALL Americans and possibly have widespread global effects as well. Can we just move on. What I’m more concerned about is who is Obama going to choose as his running mate.
June 22, 2008 at 2:16 pm
I think showing Michelle Obama’s “softer side” was to appeal to the white male voters. Women, of all races, are looking for strong women as a role model. We applaud Michelle for being a strong women and realize that a large part of who Barak is, is because of who she is.
I think her words “I am proud of my country for the first time” has been completely blown out of porportion by the media. Are we surprised? Look at any reality TV show and if there is a black women on there she is portrayed as hard to get along with and not a team player. Our image is under attack. Thanks for bring up this topic and bringing awareness to an important issue.
June 23, 2008 at 12:06 am
I watched the entire show to see if Michelle would be given the same opportunities as did Cindy McCain, and she was. She was a ‘co-host’ and she was splendid, honest, forthright, articulate and displayed herself as a woman of power and elegance. Whatever people think of her, they cannot deny who she really is. They can state in their myopic stutterings how afraid of her they really are. She did not appear to soften her image if that was what anyone was looking for; she was just Michelle Obama – wife, mother, intelligent, well-educated and able to hold her own woman. Barak and Michelle are well matched and that is by GOD’s design as is this campaign.
June 23, 2008 at 6:38 pm
I don’t think it has anything to do with her being a Black woman. She is a hostile, bitter personality that happens to be in a body with African-American genetics and a female form. Michelle Obama’s personality is the problem. It would be a problem if she were the candidate and her husband the spouse.
June 24, 2008 at 12:51 pm
This is an interesting post, to say the least! I think it comes down to a woman issue, regardless of race, age, status or position. Hillary received an incredible amount of negative press. Generally speaking, I think Michelle Obama is well-liked. I like her and would love to have coffee with her! She comes across as genuine and real and I hope she keeps it that way. This is an exciting, historical election and I look forward to casting my vote.
I also try not to spend too much time or energy worrying about public perception. I am a Silicon Valley refugee. I played in the boys club on a daily basis and though I have many stories to tell, I held my own and it only made me stronger. I think the message for all of us is to live an authentic life, respect each other, and support each other.
July 1, 2008 at 9:54 am
When I saw Michelle Obama showing her stockingless thighs (gams, I might add) in a too short dress on the front page of the Sun-Times this morning, I wondered who’s handling who. Obviously, she doesn’t have the appropriate handlers with the wisdom, class and guts to say to Mrs. Obama, “Less is more. And, “Cover up! and act like the first lady you’re meant to be!” Shoot me for sounding prudish, but my heart sank this morning since I don’t think it was becoming of the first lady-to-be. I’m tired of seeing her sleeveless though fit arms, low-cut dresses, back-outs and tight dresses showing her butt print as she did center stage during the primary in that red tweed outfit. The media is comparing her to Jackie 0, the epitome of style of grace. That’s the image I hope Michelle achieves or a similar version. She has all the characteristics to become one of the most influential and stylish first ladies of our time. I think the public wants to like Michelle, but there’s this disconnect between the “I’m going be me and keep it real” Michelle and this off-target PR handling of her. That said, I’m certainly not knocking her brains. I’d like to hear her speak more on the issues and realities of high-profile professional women, striking peace and balance.
July 7, 2008 at 4:26 am
Her image on the show was not impressive to me at all. Speaking form the stand point of working in front of the camera as a talent myself.
October 15, 2008 at 10:52 pm
Thank you for starting this dialogue (even though I’ve come in late). Women who are strong, assertive and self-confident have notoriously been criticized by others who are threatened by their strength. How is hostility and bitterness synonomous with assertiveness?
Now, she is being knocked for her choice in clothes? Why does she need to cover up? Is there something shameful about showing her arms or legs? A first lady shouldn’t wear sleeveless dresses?
Yikes.