Fifty years after her first Christmas address to television viewers, the Queen has broadcast her very own Christmas message on her very own YouTube channel. Yes, media has changed a lot over the century, but the art of rhetoric is as alive as it ever was.
On the other side of the Atlantic, AM reports that the 2008 presidential election has spawned a varied collection of television Christmas messages from the candidates. Someone will probably tell me this is nothing unusual but I find it endlessly fascinating to consider just how ideology shapes some of these ads.
This Christmas, I sat down with as many of these 30-second Christmas greetings as I could find: namely Obama, Clinton and Edwards on the left, and Giuliani, Huckabee, Paul, and McCain on the right. In doing so, I was reminded just how much an ad can tell us about an individual and their supporters.
Perhaps the most notable distinction between these two groups is the emphasis on religion. Of particular note, both Huckabee and McCain have played up their Christian values and emphasized their role as being central to our capitalist holiday. No other candidates place as much emphasis on faith, although Giuliani does align himself with Santa Claus.
In contrast, Democrats have tended to focus on much more concrete aspects of the season. Clinton wrapping presents labeled with election promises, Obama appearing with his family around the Christmas tree and Edwards reflecting on the homeless.
Another thing that I find particularly interesting is the presence of a family-community divide between the party candidates. Republican candidates like Ron Paul talk exclusively about family, while Democrats draw attention to the wider society. Of course, there are two slight exceptions.
Giuliani is unique in in placing emphasis on the individual, and society as a collection of individuals. Declaring that he has “been having a little trouble getting my shopping done,” and that he will “be getting everyone the same gift,” he implies that he would govern for people rather than community rather than for factional interests.
Obama is a slight exception to the latter in that his family are front and centre of the presentation. However, they appear to form more of a set piece. The dialogue in his ad places more emphasis on community by his saying that “we all have a stake in each other” and thanking people for their acceptance.
These differences aside what these ads all have in common is that they try to create the impression of stopping to relax over the Christmas period. Indeed, only half of the candidates, across both parties, are dressed in professional attire. Only two, McCain and Clinton, do not feature a Christmas tree, and only the former is set outside a suburban home.
Article comments
1 - Mayberry
Ron Paul received contributions from over 100,000 different people this quarter. He received $18,000,000 from those 100,000 people. His support is wide and deep. Look around your town and notice you see RP signs everywhere. Grab a cup of coffee and go to Free Me TV
2 - Dr Dreadful
I would suspect that for most people the centrepiece of Christmas is time with family and reflection on the less fortunate, with faith a close second.
And you'd be wrong. Just like everywhere else, the centerpiece of Christmas tends to be (1) presents (2) stuffing yourself full of food until you need a forklift to get you to bed.
3 - Silver Surfer
3) Over-consumption of prawns (shrimp??) and going to the beach/pool or trying to stay cool in an airconditioned house in the warm climes of Oz. Johnno, hope you had a good one.
It was hot out on the West Coast (40C plus) and humid as buggery in Sydney on Christmas Eve.... I bet Santa works in shorts, thongs (the essential Aussie footwear known as flip-flops in America, just in case anyone conjures up some bizarre vision of a bearded fat man in a red g-string, which is Aussie for the American 'thong') and sleeveless shirt down this neck of the woods at Chrissie. My daughter reckons he must and she's 12 so she's probably right.
Plenty to celebrate, too, with the Liberals gone. Let's hope Labor doesn't spoil the Christmas/New Year party.
4 - Jonathan Scanlan
Did indeed Surfer. Although, just like every other year, I was underwhelmed. Being the black sheep is not that great at christmas time. I swear I must be the only ungodly person in my whole family.
5 - Dave Nalle
I wonder if Mayberry found Ron Paul under his tree yesterday.
Dave
6 - Baronius
Good article, especially for the collection of links.
The Obama, Paul, and Huckabee ads all felt like corporate Christmas greetings from all of us at Hewlitt-Packard or something. Edwards and Giuliani had pretty straightforward campaign ads, not particularly Christmassy. Clinton's was a wreck: smug, alienating, and opportunistic. McCain, like Kerry, seems incapable of talking about anything but Vietnam.
I'd give the advantage to Giuliani.
7 - Jet in Columbus
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