Often spoken about in terms of their attire and seen standing in the background during speeches, potential first wives Cindy McCain and Michelle Obama have impacted the election both as public symbols and as extensions of their husbands’ campaigns.
Indeed, the life stories and experiences of each of these women, who are generally viewed as symbols, may be one of the most important aspects of their role in the election, said Rosemary Joyce, professor of anthropology at UC Berkeley.
Both women have impressive biographies, said Anne O’Leary, director of UC Berkeley School of Law’s Berkeley Center on Health, Economic and Family Security.
O’Leary said McCain is seen as a philanthropic figure, having donated time and money to several charitable causes, while Obama is known for her inspirational rise from modest means to attend both Princeton University and Harvard University.
For undecided students in the election, the candidates’ first wives are just one factor in deciding the next president.
Tatiana Vardanyan, a fifth-year psychology student and registered Republican, has not yet determined whom she is going to vote for, but said she feels less compelled to vote for the Arizona senator after an appearance by Cindy McCain on the Jay Leno show.
“She didn’t strike me as average women or someone I could relate to. … She seemed distant and cold,” Vardanyan said.
While students who aren’t sure whom to cast their ballot for are considering several factors, political experts said most voters do not actively take into account the spouse of a presidential candidate.
“We honestly don’t know as much about them as the candidates,” said Shaaym Subramanian, fourth-year international development studies student.
Generally, the spouses of candidates have a greater symbolic role of making their husbands relatable, Joyce said.
“Part of (the) first lady’s role, traditionally, is they give you (the) human side of the candidate, especially if the candidate himself is in some way becoming unlikable,” Joyce said.
In recent weeks, McCain has been taking on a greater role as a speaker for her husband’s campaign.
“She doesn’t have a political background. … When we see her put forward, what we see is (an) attempt to humanize John McCain,” Joyce said.
O’Leary said Obama also humanizes her husband by talking about him as a family man.
Obama “makes the public see the side of him that she knows. … That’s really important for people, to see Barack Obama, like so many … struggling to do a good job as a father,” O’Leary said.
Indeed, when discussing the election, Vardanyan and her friends have taken into account the role Michelle Obama plays in her husband’s campaign and were particularly impressed by the appearance of the Obama family on the Oprah show.
While the appearance was prior to Barack Obama announcing his decision to run for president, both Obama and McCain have recently been taking a more active media role by appearing on several TV shows such as “Larry King Live,” “The View” and “The Daily Show with Jon Stewart.”
Joyce said these television appearances have become more important in recent times as a form of advertising because voters have become more sophisticated and are less swayed by political ads.
“The candidate can’t go on “˜The View’ and keep his dignity. … After the convention, it would be lowering dignity of the office to go on that kind of show, Joyce said, “The candidate’s spouse is all about values. … They can do television programs.”
Though it may be too early to determine what kind of first lady either woman would be, a central concern is always how involved they will be in their husband’s decision making.
Joyce said one problem with a first lady who tries to push her own policy is that it sends a contrary message.
“We didn’t elect the wife,” Joyce said.
But Vardanyan said she would prefer a more involved first wife who can push forward women’s rights issues, and said she formerly appreciated Hillary Clinton as a first lady.
Subramanian said a first lady’s expertise on a particular policy area or issue should determine her involvement.
Though it remains to be seen how each woman would act in the White House and which woman will receive the chance, both McCain and Obama have played important roles in the election thus far, Joyce said.