While Kennedy was discussing his “New Frontier” during the Kennedy-Nixon Great Debates of 1960, Americans for the first time had the capability to view their prospective politicians on live television. As history shows, the young and attractive Kennedy overwhelmingly stole the election and not only became an icon for change from the typical gray-haired political figure, but along with his wife, Jackie Kennedy Onassis, became an icon for fashion.
In certain respects, what the candidate is communicating revolves around far more than words, but rather, appearance. Just like speech angles and public appearances, many different students have observed that fashion is often used strategically in politics in an effort to convey the (sometimes subliminal) image the candidate wishes.
“Politicians who are constantly followed strategize in crafting a specific appearance that conveys a desired public image. In the 2008 election, the image of the presidential candidates and their families played a major role in voter opinions and critiques,” said Brittany Chiang, a second-year political science student.
Candidates have specific styling choices for their campaign ““ chosen tactically by campaign personnel such as Ikram Goldman, Michelle Obama’s stylist. These nonverbal strategies are executed in hopes of an arguable (in typical political fashion) boost in election results. Michelle Obama, noted by some observers as the Jackie-O of the 21st century, has a style that is an elegant mixture of conservative yet trendy flair, as she proved at the Democratic Convention with her simple blue dress adorned with a classic jeweled brooch representative of Jackie-O’s traditional fashion.
“People want to see politicians well-dressed. We want them to be like us, but we also want them to show a kind of competence that’s better than us. … That’s where nonverbal communication, such as fashion and image, can play a complementary role to verbal communication and campaign promises,” said Nathan Gonzalez, a political science graduate student.
This is an important, deliberate plot for all candidates, as they approach different demographics in an effort to win their votes.
“Politics is about “˜I am just like you,’ so dress says a lot that speech can’t,” Gonzalez said. “If (a politician) wants to talk to labor leaders, he will dress casually. If they go to business leaders, (politicians) will wear a tie and dress like they do.”
In her race to the top, Hillary Clinton, the first woman’s nominee for president, was notoriously known for her choice of campaign clothing in the 2008 election: the “power suit” ““ a classic yet brawny women’s wear exuding power and prestige through the hemming of exaggerated shoulder-padded blazers and knee-length skirts or slacks.
Clinton’s image in the recent election required a physical representation of strength and assertion during her battle for a typically male presidential candidacy. However, her defeminized fashion choices were often the subject of many stylists’ critiques during the campaign.
On the other hand was Sarah Palin, the former Alaskan governor and “hockey mom” turned overnight Republican vice president nominee spurred by John McCain. Still maintaining her attractive appearance, Palin made a conscious effort to portray herself as more serious and hardworking. At the Republican Convention, she adorned her all-American Ralph Lauren androgynous ensemble with muted makeup and square-shaped eyeglasses. However, even after her attempts for a take-me-seriously look, Palin still received criticism as the campaign furthered.
According to Amanda Wehe, senior visual communications student at the Fashion Institute of Design and Merchandising, Los Angeles, Clinton and Palin’s dichotomous fashion choices received similar backlash.
“Women have an uphill battle when sending out the right image: Hillary Clinton wanted to be taken seriously ““ almost masculine ““ in her race for a typically male position. However, Palin, being the second-in-command versus first, could afford to take a little more liberty in how she dressed. However, her younger image was often accused of being too sexy and too feminine. It’s difficult to win when it comes to women’s fashion in the political arena,” Wehe said.
Although politicians are thought to be the chief executors of social and political policies, in the most recent presidential election, popular culture begged to differ. Political views began to manifest themselves in the form of “Hope” and “Yes We Can” shirts and totes emblematized with Obama’s face.
“This election was a major turning point for America. (Both Democrats and Republicans) really wanted to change the way our government was working after the Bush administration, and voters were truly proud of whom they were supporting,” Wehe said. “People will wear what they believe in on their sleeves, literally, until they don’t believe in it anymore.”