by Quinn O'Neill
Archetypes are universally recognized symbols or patterns of behavior that tend to recur in myths and stories across different cultures. The femme fatale, the hero, and the wise old man are common examples. The leader archetype is also popular. Like Moses or Gandhi, such figures tend to be wise and visionary and able to single-handedly inspire the masses to follow them toward some noble goal.
In reality, leadership often doesn't happen like this. Changing people's behavior and opinions to bring them in line with a particular goal is often best accomplished in subtle and even subliminal ways. Propaganda and media influences, for example, tend to shape opinion more reliably than a single charismatic visionary. A visible leader may not even be necessary to get the job done.
Archetypes may not always reflect reality, but they resonate with us on the level of our own identities. Our desire to see ourselves as heroes or participants in a noble movement can be useful to campaign designers. Portraying soldiers as heroes is a powerful way to encourage people to join a war effort, even when the war is illegal and immoral. Casting a person as a noble and visionary leader may inspire us to follow without even knowing where we’re heading. This brilliant propaganda from the Obama campaign provides a great example:
We see people proudly and enthusiastically joining crowds of Obama followers, which based on the accompanying song lyrics, we presume to be heading “forward”. Forward sounds progressive, like the sort of movement we’d all want to join, but the video doesn’t say where Obama is actually taking us. I would assume that forward means an extension of what’s happened in the last four years – more warrantless wiretapping, extrajudicial assassinations, drone killings, a further rise in income inequality, and a worsening of the fortunes of black people. I’d guess that his supporters are interpreting “forward” to mean something else.
Obama is charismatic, intelligent, and well-spoken but he’s not the enchanting archetypal leader he may appear to be. Someone else is writing the speeches and ads that inspire his followers and his billion dollar campaign has undoubtedly done a lot for a his public image. If he’d run as a 3rd party candidate in his first election, it's highly unlikely that he'd have made it to the debates, let alone into the hearts of voters.
A sigh of relief may be appropriate in the wake of the recent election, which could have turned out worse, but the exuberant love-fest that was triggered by Obama’s re-election has been disconcerting. Many have been swept away by his campaign rhetoric and propaganda. “We love you!” people shouted at his speeches and rallies. Supporters were emotional and teary-eyed, like fanatical preteens at a Justin Bieber concert. But, if not for media spin and propaganda, Obama’s foreign policies might have gotten blood spatter on their rose-colored glasses.
