Tuned In, TV Blog, Television Reviews, James Poniewozik, TIME

Obama's Berlin Speech: A Star, and Stripes

The flags were the first thing that jumped out: American flags, all over the crowd thronging in front of Berlin's Victory Column. If the Obama campaign handed them out, it was a good idea; if Berliners brought them on their own, it was good for him. This was what you wanted to see if you were a Barack Obama staffer trying to manage the TV visuals of his speech—not people hoisting Obama signs or wearing his T-shirts, but hoisting the standard of his country. You wanted to see not just his star, but also the stripes.

As much as Obama's world tour has been discussed as a potentially media-dominating coup, there was always a danger with the strategy, especially this speech. He couldn't seem, as they say, like he was running for president of Europe or of the world, or like his celebrity was overshadowing his country. As important, he couldn't seem like he was catering to the voters of other countries over his own. If the takeaway was that the rest of the world was telling Americans whom to vote for, that would not help Obama. If it was that he could get the rest of the world to embrace America, that would help. Put another way: he had to show America Europeans looking up to them, not looking down on them.

There has been some naysaying that the foreign tour could backfire on Obama (who, usual disclosure, I voted for in the primary); namely, that Americans don't really care what them furriners think, and that the approbation of the rest of the world could make him, if anything, look suspect.

But that oversimplifies, and insults, Americans. You only have to look at U.S. pop culture to know that Americans, liberal, conservative and otherwise, like being liked by the rest of the world; that's part of the reason that there's such a profitable WWII nostalgia industry. People like images like the liberation of Paris, of the U.S. as benefactor and icon. Just ask the History Channel, or Tom Hanks. Yes, there may only be so many Americans who are deeply worried about feeling embarrassed on their next trip to Europe, but there are far more who feel the pull of America's history as Europe's friend and protector. The question is not the message but the tone.

Thus the flags. And thus Obama's lacing the speech with references to the Berlin airlift and the fall of the Berlin wall—images that didn't just appeal to the local audience but that bring up good feelings in Americans. From a TV image standpoint, Obama wanted to deliver an overseas speech that felt American. From that perspective, it may well have been a good thing that he was denied permission to speak at the Brandenburg Gate. Visually, that location would have emphasized the Berlin-ness of the speech; the layout of the crowd in front of him, on the other hand, looked more familiarly like a crowd in front of the Washington Monument on the National Mall—a column and long, rectangular ranks of people.

The speech was obviously going to go over well with his audience. (Occasionally too well—he probably didn't want loud cheers when he said America hasn't always been perfect, or German-accented "O-bam-A! O-bam-A!" chants.) How it went over in America is the unknowable, but Obama targeted his speech by talking about his father's immigrant background (as an example of America's universal promise) and by asking Europeans to contribute more to the effort in Afghanistan. And the section of the speech on the global reach of our major problems (Boston and Beijing alike are melting polar icecaps, a nuke designed in Pakistan could go off in Paris, etc.) seemed aimed to make the point that a speech aimed at Europe is, unavoidably, also a speech aimed at America.

Televisually, the contrast between the week for Obama and the week for John McCain has been comically uneven. Just after Obama's speech in Berlin, CNN interviewed the Republican candidate in front of something called "The Schmidt's Fudge Haus" in Berlin Columbus, Ohio, while wind chimes blew in the background, nearly drowning him out. Between the chimes and the Teutonic script behind him, it was like McCain was addressing the nation from a cuckoo clock.

There's no guarantee that the asymmetry helps Obama. The McCain campaign, after all, intentionally picked its "Berlin" setting ad buy this week to position its candidate as the media underdog, the down-home American talking to real Americans (in a battleground state) while Mr. Thinks-He's-All-That gallivants around Europe. Whether that visual message helps McCain—and more important, whether any voter manages to notice it this week—is another one of many unknowables in this battle of the Berlins.

[Updated to correct McCain's Berlin reference—his campaign made an ad buy, not campaign visits, in American Berlins this week.]

Reader Comments (18)

CMR:

The visuals are going to help Obama. It doesn't what he said. He and Gen. Petraeus have completely different views on Iraq, but the picture of them together looks great.

Plus everyone in the media gushing about him being treated overseas like a rock star, like Mick Jagger, like a celebrity.

Lulu Lulu:

All I can think about when I see McCain's strategy to buy airtime in Berlin, USA, is that it seems like something the losing team on the Apprentice came up with the night before. It's really, really cheap.

MSquared:

I kind of agree. The "Berlin" jab by McCain just makes it seem like Obama's in complete control over BOTH campaigns.

Bryan from Houston:

The title for this week describing what happened should be:

"Obama pwn's McCain!"

Chaddogg:

@James - you nailed it. Great post.

The amazing thing is that the Obama campaign seems to be cribbing from the playbook of, of all people, Ronald Reagan.

Playing for powerful visual moments, an idea (albeit a different one suiting our differnt times) of American exceptionalism/leadership in the global world, speaking of hope and changing the status quo....all of these were hallmarks of Reagan, and play very well I would think in our short-attention span, negative news cycle world.

If is true, to steal from The Dark Knight's Harvey Dent, that "the night is always darkest right before the dawn," visuals like this speech and Obama's general "hope/yes we can" theme turn voters eyes towards that dawn, and maybe remind some that our country has, in the past, turned back the forces of darkness -- a particularly powerful message to put forth in Berlin, where America stopped facism/Naziism and communism.

Full disclosure - I'm voting for Obama. And while McCain, too, has thoughts on American exceptionalism (and has, in his own service to his country, POWERFULLY demonstrated those ideals), his campaign is not seizing on that theme or creating the visuals to exploit it. It's almost as if McCain is running the same campaign as Hillary in the primaries -- the "fancy words don't pay the rent" strategy that was basically dismissed by a country tired of inaction and ready for something, ANYTHING to change.

I mean, McCain's campaign has had plenty of opportunities to create powerful images of their candidate standing for America at its proudest: send McCain to France to celebrate D-Day, have him speak in front of Mt. Rushmore and his icon Teddy Roosevelt, observing Fourth of July at Arlington National Cemetary, etc. etc. Instead, we got the famous green background speech in Louisiana.

While I still think Americans are smarter than anyone gives them credit for, and DO vote on the issues, I still think things like images, themes, and the tone of a campaign matter -- if I think both candidates are flawed (I do) and both have policy positions I support (they do), then their ability to stir Americans to the causes they champion, and harness the American spirit both here and globally (American ideals spread far beyond our borders) becomes VERY important, part of the reason why Obama is getting my vote.

Bemused:

I don't have much to add, but I just wanted to note my appreciation for this little oasis where commenters can discuss politics civilly. I know when I post here that any conflicting responses I elicit will be thoughtful and not overly aggressive, as opposed to--oh, I don't know--Swampland? To post there is to invite full-out attack.

So thanks, James and everyone else!

CMR:

Interesting that when Obama spoke of our fight against terrorism the crowd was silent. When he condemned our use of torture the crowd applauded.

xtsam:

sour grapes

Afrique:

Obviously now no one will doubt Obama's foreign policy. Even the McBush campaign team will criticise him just for the sake of it

stuman:

The funny thing about all of this is Obama seems to be campaigning overseas. Yet, when he goes to Iraq and Afghanistan, he does nothing with the troops. Goes straight to the brass for his visit and leaves.

When McCain goes overseas, he talks to the soldiers, THE AMERICAN PEOPLE. He doesn't campaign in Europe. He discusses and talks to the diplomats, not the citizens.

It is Americans that will be voting. It is America that will determine who the next President will be. It is America that will face the consequences of their decision.

alaaaan:

I realize that Obama does not want to look like he is catering to Europeans over Americans, but I do think it is a great thing that he is being received so well over there. On of the worst things that the Bush administration has done is alienate the rest of the world. I feel like everyone else hates us most of the time, and it is very refreshing to see an American political leader get such a warm reception abroad. I hope if Obama gets elected he is able to do a lot to repair our global relationships.

Lulu Lulu:

Not that I'm trying to play politics here, but imagine what their reaction would be if he didn't become the next President. They already think we're pretty moronic for giving Bush a second term; if we vote for someone who is NOT Obama (no offense to McCain, because it really doesn't matter who we vote for) all faith in our ability to make decisions will be shot.

Bemused:

@stuman: Obama did meet with troops. Didn't you see the video of him shooting a three-pointer in a gym full of cheering troops? And he planned to visit an Army base in Germany but Pentagon officials wouldn't let him visit with campaign staff (and he had no Senate staff with him).

And he did meet with diplomats, in addition to his public address. I don't see the harm in engaging both foreign leadership and citizenry.

KH:

I think the needs of Americans for their government and that the needs of Europeans for our government are very different. I suppose it's nice to be well liked abroad, but I can't afford to travel to Europe so it really has no practical effect on me. In any case, I really think that how well liked we are abroad should be number 9,842 on the list of reasons to vote for a presidential candidate. Note: I do mean that number exactly.

@Chaddogg - I respect your decision to vote for Obama in part because of his inspirational abilities. I am actively trying to remove that from my own personal equation. I always watch Obama on mute and read the closed captions. That let's me focus on his policies and not him, and I only agree with a handful of his policies. I do the same thing for McCain, although in his case it's because he is an incredibly boring public speaker.

marian shaw:

Have noticed a good deal of snide literature saying that Barak Obama is proved to be a Muslim. Regretably this comes from a "Christian source." This is to show he is "anti-Israel." "Secret information" used for smear purposes was publicly denounced by the rabbi of a local synagogue. I am ashamed that my own church has not spoken out about about this yellow dog journalism.

It is a shame that "religion" is used in this manner. Granted, this is an untruth, but so what, I would say. This is an exploitation and a recall of the Know Nothings of the 19th century (denigrated Catholics as the party of Rum Romanism and Rebellion). It is how one lives one's life. Generally speaking, an ethnical Muslim is preferred to a lying Christian.

T-Fizzle:

Obama is on the right track. If the democratic nominee keeps it up, presidential success is definitely in his very near future, read this article on www.urbanthoughtcollective.com under Top Stories section

thmanthony:

Well, we the guy is a political rock star...and i can't think of anyone better to project a more positive image of the U.S....so no need to fuss. i saw the popular video clip on www.zoogatv.com and just could not turn away.

a united U.S.:

I thought we as leaders of the free world are to lead by example. Its sad how this country paints anyone of muslim faith a terrorist or an instant enemy it is not the devolted muslim that is the enemy they are suffering by the thousands also. It is the extremist who use religion as a weapon that is the enemy. Barack is a devote Christian and is 100% American like anyone else born here in America. I am glad to see our country finally looking at a American who happens to be black as 100% man and not 3/5 man.

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About Tuned In

Tuned In

James Poniewozik writes TIME magazine's Tuned In column, about pop culture and society. Tuned In, the blog version, is about the stuff we used to call "TV," whether it's in your living room, on your computer or--once the networks figure out the technology and line up the advertisers--in your dreams themselves.

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