Archives About Staff BagNews is dedicated to visual politics, media literacy and the analysis of news images.
May 1, 2012

Deconstructing Obama Campaign Launch Video. See a Pattern?

Obama Forward Saving Detroit Women

Obama Forward Video 9 20 16 AM

Saving Detroit

Obama Forward Fair Pay Women 1a

Obama Forward Ledbetter

Obama Forward Video 9 18 04 AM

Obama Forward Video 9 19 07 AM

Obama Forward Video 9 21 04 AM

Obama Forward Video 9 21 57 AM

Obama Forward Video 9 22 48 AM

Obama Forward DADT

Obama Forward Video 9 24 00 AM

Obama Forward Video 9 24 14 AM

Obama Forward Video 9 24 34 AM

Obama Forward Video 9 24 46 AM

(This frame: “Contraception coverage guaranteed.”)

Obama Forward Video 9 25 31 AM

Obama Forward Video 9 25 57 AM

Obama Forward Video 9 29 16 AM
Obama Forward Video 9 29 35 AM

Obama Forward Video 9 33 33 AM
Obama Forward Video 9 36 07 AM

Obama Forward Video 9 36 31 AM

Obama Forward Video 9 36 56 AM

Obama Forward Video 9 23 38 AM

Obama Forward admiration

Obama Forward Video 9 38 38 AM

Obama Forward Video 9 38 19 AM

Obama Forward Video 9 32 26 AM

Obama Forward Video 9 32 43 AM

Obama Forward Logo

Remarkably, when  you watch the whole thing, you don’t pick up how tailored  the video is to women. But when you start looking frame-by-frame….

Sure there are photos of men, but looking closely, they tend to be more secondary or “second fiddle.” Notice in most family/kitchen table-style shots, the wife is the one with the paperwork and driving the financial discussion, or it’s the man handing the groceries to the wife who then loads them into the station wagon. In the troop shots, certainly the more anonymous or long shots are filled with men, but women are clearly the focus in the more personal and close-up images. Don’t Ask, Don’t Tell? It’s a woman soldier.  In the office/work scenes, notice how the woman is in the center or it’s a woman pointing out what needs to be done. Saving Detroit? Women’s issue. Also, rather than a family shot, the video  presents separate photos of Obama with his daughters, then with his Michelle. Most exaggeratedly, you really wouldn’t know there was a male doctor (or patient) in the country. Forward.

(Video: Forward/Obama campaign)

  • marc sobel

    Who will save us from the estrogen drenched world view.  If only we could rely on the Republican to show us phalanxes of old white men in suits. or clerical collars

  • Jais Edwards

    yeah, but only one of these frames looks anuything like me. And it’s the most innocuus one.

  • stormkite

    Well, since women ARE slightly more than half of the population and they ARE allowed to vote, why is it a problem that there are ads targeted to them?  

  • LJ

    I actually did notice this when I watched the video. Not immediately, but certainly by the time the “contraception coverage guaranteed” caption appeared. It’s clear that for whatever reason the Republicans are trying to push women, and all of us, back into the 1950s or even earlier — backwards into a time with no legal abortion, no birth control, no Medicare, no Social Security, no regulations over air/water quality, etc. “Forward” perfectly captures the essence of what’s at stake here.

  • average joe

    it’s more like this, because that’s what he wants to do to businesses

Refresh Archives

Random Notes