Hillary’s Rejection of Spin-Doctoring

In Christian Salmon’s book titled Storytelling: Bewitching the Modern Mind, readers are introduced to Lee Atwater, a “shadowy [political] advisor” who singlehandedly changed the methodology of American political campaigning.[1] Atwater advised Ronald Reagan in his 1984 campaign, acting primarily as an “influencing agent,” or “spin doctor”. [2]

Unlike traditional campaign advisors, Atwater focused less on providing the American people with Reagan’s platform but focused, instead, on creating the image of a hero. Atwater supplied Reagan with arguments, images, and stage directions that made him look like a hero in the midst of an “age-old drama of threat, vengeance, and salvation.”[3]

The use of spin-doctors in campaigning has since become commonplace in American politics. However, the 2016 presidential race threatens Atwater’s legacy. Although her campaign includes a hero-versus-villain narrative, Hillary Clinton proves herself a heroine not through a deceitful, crafted story created by a spin-doctor; instead, Hillary Clinton’s heroism emerges from an authentic competency, experience in politics, and an unshakable passion for helping the American people.

A recent interview between Hillary Clinton and New York Times journalist Mark Leibovich reveals Hillary’s rejection of spin-doctor crafted heroism. Hillary knows that she is not a “political novelty, nor is she especially entertaining as a media personality or in front of big groups, [so] she and her campaign have been smart about not pretending otherwise.”[4] In other words, Hillary and her advisors know better than to try and craft an image that is inauthentic because Hillary is unable to pretend to be someone or something that she is not. Leibovich notes that Hillary campaigns using strategies “more suited to her skills and comforts.”[5] For example, Hillary makes an effort to have real conversations with individuals about their concerns. She told Leibovich that she sees these conversations as “an ongoing educational experience” to stay informed about what the American people want and need.[6]

This is the idea behind Hillary’s campaign slogan, “Stronger Together”: she believes that her campaign is stronger when it includes the ideas, thoughts, and concerns of the American people, even it that means having her campaign “message emerge more slowly.” [7] Additionally, Hillary chose to forego a grand, heroic narrative because she dislikes over-the-top rhetoric. Instead, Hillary wants to show her competency for the White House by  “daring voters to study her positions, listen to her answers and not look to her for entertainment or emotional impact,” which is very rare for a campaign in today’s world of political apathy.[8]

As one can see, Hillary’s campaign strategy is not about painting herself as the protagonist in a story; she stays authentic to who she is even, even if her focus on competency and experience makes her “an awkward fit in this campaign environment.”[9] Hillary, in addition to her authentic heroism, has ironically become a heroine through the narrative of her opponent, Donald Trump.

From the start of his campaign Donald Trump has acquired the reputation of a villain because of his prejudice remarks, but it was not until the first presidential debate that his prejudice truly painted Hillary as America’s heroin. Trump’s unintended framing of Hillary as the protagonist of the 2016 election was emphasized on Saturday Night Live.[10] For example, there is a moment in the skit when Hillary gives Donald her two-minute response time because his offensive comments make her look better. In fact, the skit even includes a frame of Hillary crying while Donald rants inappropriate comments and, when asked by the moderator if she is okay, she responds, “Yes, it’s going so well!” This skit is an excellent example of how Hillary has emerged as a heroin without needing (or wanting) to use exaggerated, inauthentic spin-doctor strategies.

Although Hillary’s campaign includes a very obvious narrative about her being the protagonist in the 2016 presidential election, it is clear that she has been able to earn her heroism without deceit or inauthenticity. In fact, it is a combination of Hillary’s fitness for office and being “the anti-Trump.”[11] The American people like a good story that includes a hero and a villain and, against all odds, Hillary Clinton has been able to do this using her own merit, defying the legacy of America’s first spin-doctor.

• Hillary Clinton
• politics
• presidential election