Obama’s Ads Too ‘Black’

The Obama campaign began amidst a flurry of doubt from African Americans, the biggest question allegedly being “is he ‘black’ enough?” Most dismissed the question as offensive, citing the fact that a group of people shouldn’t be expected to adhere to a particular set of behaviors, especially if those behaviors are stereotypes.

But is stereotyping black people OK if Obama does it?

The Obama campaign has promoted its populist message from the very beginning, using a series of ads a little different than typical political ads. In them, a casual and tieless Obama, usually with shirt sleeves rolled up, speaks to a small group of voters on the issue du jour. The message being, Obama is accessible and cares about the little guy. In some cases these ads have no music, but in most cases there is a minimalist instrumental score outlining his hopeful message.

It’s the type of music you’d expect to hear in a film about a rag tag group of disabled war veterans taking on the New York Yankees in a baseball game that could win them enough money to pay for the mayor’s wife’s heart operation she will die without having. That is to say, the music is a bit sappy in its unflinching attempt to be ‘hopeful’. Here is an example of one such ad that played in New Hampshire:

The Iowa and New Hampshire ads were all very similar in their adherence to this style. But when it came time to advertise in South Carolina, where half of the electorate is Black, there was one not so subtle difference.

For a reason far beyond my comprehension, there exists a very ‘present’ R&B styled riff in the background. The only explanation for this would seemingly be that a meeting was held in which it was asked, “How can we get black people to listen to the ads?” The clear answer was, “black people love anything with a beat… let’s just use one, the same one even, in all of our ads!”

In fact, the mysterious R&B beat plays behind each of the South Carolina ads released so far. In a radio ad entitled “Difference,” the same beat plays behind Obama’s voice as he explains how he was the product of a single parent home, and how too many black men are in prison. Once again the image is that black people driving around town would otherwise ignore the message if not for the blaring beat in the background. Are there really black people out there going “Turn that Obama ad up son, that’s my jam!”?

More importantly, however, is the issue of when selective messages turn into stereotypes. Obama doesn’t usually mention his opinions on ‘black’ issues in his day to day stump speeches. As we all know it would likely turn off many voters who already see his ethnicity as an ‘intrusion.’ But if he rides into South Carolina with smooth beats, tales of single parent mothers and prison, and who knows, 22 inch chrome rims are likely on the list next, isn’t it a bit demeaning?

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