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” . In Washington, it’s a little like ‘American Idol,’ except everybody is Simon Cowell,” said a comfortable-looking president on “The Tonight Show with Jay Leno” on March 19. Barack Obama broke new ground as the first sitting president to appear on late-night television.
The talk show host asked a few policy questions – mostly involving the AIG. bonuses – but for the most part the show was all softball. President Obama reiterated the fact that the buck stops with him, talked up Treasury Secretary Timothy Geithner, gave details about “life in the bubble” and cracked a few jokes about the future First Pet.
Obama’s appearance on Leno, interviews on ESPN and the press release of his college basketball bracket have left more than a few wondering how he has time for all of these seemingly inconsequential actions and activities in the midst of a recession and two wars.
Regardless of any perceived lax schedule, one would be hard pressed to truthfully assert that President Obama has not done anything since assuming office. More importantly, his recent “light” appearances serve a greater political purpose than first meets the eye. Obama is solidifying his brand.
As a candidate, Barack Obama marketed himself as the outsider working his way into Washington to effect positive change for the average American. Now more than 60 days into his presidency, it is important to maintain that image. By appearing on Leno and giving off airs of a politician as comfortable talking about his bowling skills (all politically incorrect “Special Olympics” comments aside) as he is discussing his bewilderment of the increased security expectations imposed by the Secret Service, Obama is still selling himself as the Everyman playing the part of president. He wants us to know that he’s one of us.
Of course, it’s all bunk, but it doesn’t matter. Obama is a Harvard Law School graduate. He has been a U.S. Senator and now, the president of the United States. These feats alone place him solidly in the column of “not one of us” in many important ways. But these are a given. It is still important for Obama to be seen as having the same interests and sense of humor as the Joe and Jane Americans who elected him on a platform of populist change.
This may seem like craven political public relations. And it is. But it’s more important than ever for Obama to reinforce his brand. It’s going to take immense political capital to fix the economic crisis, and if he wants to move on to any of his other agenda items – education healthcare reform, a shift from Iraq to Afghanistan – he’s going to need as much of that capital back as possible. To do that, he’s going to need to maintain the perception of the outsider in Washington by doing things no other president would have dreamed of doing, even if that includes turning Teddy Roosevelt’s tennis courts into basketball hangouts.
Mario Moretto is opinion editor for The Maine Campus.
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