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May 1, 2012

Deconstructing Obama Campaign Launch Video. See a Pattern?

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(This frame: “Contraception coverage guaranteed.”)

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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)

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