What could be more postmodern than a Donald Trump presidency? Credit: Chip Somodevilla/Getty Images
“In the beginning the United States had to unify a disparate population that comes from all the countries of Europe and had diverse traditions and tendencies. A way of rapid assimilation had to be found.” So wrote the devotedly pessimistic Catholic philosopher Jacques Ellul in his classic study of Propaganda in 1962.
For Ellul, that meant establishing the underlying myths that hold a society together: the American Way of Life, faith in Progress and Happiness. Everything, from conscious PR campaigns through to unconscious decisions by movie makers, connected people to these underlying myths: “Propaganda in the United States is a natural result of the fundamental elements of American life.” Ellul saw the country’s over-intense insistence on its cohesive identity as a symptom of uncertainty about whether it could hold together.
“There is only one America. No Democratic Rivers. No Republican Mountains” intones a Joe Biden Presidential campaign ad, with lush shots of the American landscape. It’s a message that goes right to the anxieties that have always lingered underneath the surface in America. The backdrop of today’s Presidential election is the fear that America is disintegrating as an imagined community. Americans are alarmingly polarised: increasingly more likely to dislike and distrust people from other parties; less likely to live near them and, as a recent Pew Research poll shows, placing their trust in different partisan media environments. In response, each Presidential campaign has chosen opposing strategies for its election ads. It’s a test not so much of policies but which dynamics are stronger: the forces pulling America together, or those pushing it apart?
“We’re the United States of America” stressed Biden in an epic ad last week, which showed a shower of images of people from all walks of life: a rainbow coalition brought together by the Democrats with Biden’s personal emotional experiences as the glue. Biden has positioned himself as someone who has experienced horrific personal loss with the death of his wife and two sons, meaning he can feel other people’s pain too. ‘We are united in our trauma’ is the message, with Donald Trump defined in absentia as the “divider in chief”, incapable of empathy. Biden’s betting big that even some possible Trump supporters are worried about the divides in American society and will vote for a candidate that stresses unity: Vote for Trump and we might lose America.
The Biden team have taken into account that, in a world where all the old Left-Right economic ideologies don’t cleanly define parties, the only thing that can bring a diverse coalition together is something more nebulous: a feeling that each can project its own agenda onto. Trump won 2016 with anger and resentment, now Biden is betting that more positive emotions can compete: “compassion” his ads say, “is on the ballot.”
The Biden campaign is also swimming with Christian motifs. In perhaps his most moving ad, one of his speeches is interlaced with Black Eyed Peas singing ‘Where is the Love’. “Father, father, father help us / Send some guidance from above,” they plead, and for a moment I wasn’t sure if they meant God or Biden. At the end of the ad we see a line from Cornel West: “Justice is what love looks like in public.” Then the word Love appears on a black screen, after which the word Vote appears, the Os of the two words crossing. There are echoes of the American Pledge of Allegiance: “One Nation under God, indivisible, with liberty and justice for all.”
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