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The growing significance of image is also evident in the political realm, particularly when it
comes to presidential politics. Admittedly, by its very nature politicking has always emphasized
rhetoric and appearances above substance and fact. Yet since the invention of the camera
presidential politicians have become increasingly concerned about their image. For example,
Teddy Roosevelt was very careful never to be photographed wearing a tennis outfit, for fear
that such photographs would serve to undermine his rough-rider image that won him his only
term in office. With the advent of television, image became even more central in presidential
politics. After all, it was television that elected J.F.K. over Nixon. And our only two-term
presidents in the television age were elected based largely on their image. Query whether
Presidents Lincoln, Taft, or even F.D.R. would be elected today if pitted against the handsome
leading man Reagan, or the suave and poliricaUy correct Clinton. After all, Lincoln was homely,
Taft was obese, and F.D.R. was crippled.
In the long term, however, the significance of image wanes considerably. The image of the
Marlboro man ultimately gave way to the truth about the health hazards of cigarette smoking.
Popular musical acts with nothing truly innovative to offer musically eventually disappear from
the music scene. And anyone who frequents yard sales knows that today's best-selling books
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often become tomorrow's pulp. Even in politics, I think history has a knack for peeling away
image to focus on real accomplishments. I think history will remember Teddy Roosevelt, for
example, primarily for building the Panama Canal and for establishing our National Park
System--and not for his rough-and-ready wardrobe.
In the final analysis, it seems that in every endeavor where success depends to some
degree on persuasion, marketing, or salesmanship, image has indeed become the central
concern of those who seek to persuade. And as our lives become busier, our attention spans
briefer, and our choices among products and services greater, I expect this trend to continue
unabated--for better or worse.
Issue 20
"Most of the people we consider heroic today were, in fact, very ordinary people who
happened to be in the right place at the right time."
I agree with the statement insofar as our heroes tend to be ordinary people like us. However,
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