7. Hunter S. Thompson - "An evening at Owl Farm"

"An Evening at Owl Farm"

This short video shows American journalist and author Hunter S. Thompson at his home or 'fortified compound' as he referred to it known as Owl farm in Woody Creek, CO. 

The clip shows Thompson, most likely under the influence of cocaine and alcohol engaged in a gun fight with a neighbour for an evening's entertainment. Although ludicrous, Hunter and the unnamed neighbour are essentially exercising their second amendment rights, although doing so in a way that is clearly not the law's intention. Hunter explains over the top of the video that "the people who did this, uh, declaration of independence and the constitution were, uh, good people.". Here, Hunter's meaning is perhaps unclear as we are unsure whether his gratitude to the founding fathers is based purely upon his 20th century right to fire a gun for amusement, or whether he holds a deeper respect for the legislation and ideologies which they created for the new American nation. Overall, it is interesting how these constitutional rights and their original meanings ("a well regulated militia, being necessary to the security of a free state") may become obscured as society develops, taking on new meanings that question the nature or integrity of American liberty. On one hand, we might criticise Hunter for appropriating the 2nd amendment for a vain purpose, but on the other we may suggest that as an American, Hunter is within his right to exercise his rights how he sees fit. 

Hunter clearly sees the latter of the two options, justifying his wild behaviour by stating that "It's our country, it's not theirs, it's not a bunch of used car dealers from Southern California.". This is particularly interesting as it highlights the individualism that remains a key American identity - the idea that the country belongs to people like Hunter who are free from the capitalist trappings and are able to live the way they want with the law on their side. However, Hunter was also a frequent user of illegal substances and had broken the law on many other occasions showing that, although he holds respect for the framers of the declaration of independence and the constitution, overall, his priority is his own life experience. He respects the rights he has been given that allow him his freedom to live the way he wants, but equally, he has no hesitation in crossing legal boundaries when his rights don't extend as far as he would like. The "used car dealers" comment is also interesting, as it perhaps represents  a stereotype of capitalism and the working class American who is too preoccupied with being a part of the capitalist system to realise what the true America is (in Hunter's view). This is also represented in landscape and region as Hunter states "it's a good place. Here we are in the middle of it, up on the mountain", referring to his town of Woody Creek, a tiny village near Aspen, very much a rugged mountainous area of Colorado. Although not explicitly declared, there is a definite link here between the idea of Hunter's home being representative of a true America or the American dream compared to Southern California being a commercialised parody of these, perhaps having lost touch with the "good people" who signed the declaration of independence and constitution. 

The video closes when Hunter states that "In democracy, you have to be a player" again, with unclear meaning. A literal meaning might suggest that in order to consider yourself a part of the democracy and therefore a subscriber to American liberty, it is necessary to exercise those rights, as evidenced in the video. Otherwise, we might infer that this is a criticism of the system, as although American ideologies revolve around individual freedom, you are actually forced to "be a player" in order to fully connect with these freedoms. Given the nature of his literary work and his status as an anti-establishment icon, Hunter's meaning in this statement is surely open to interpretation and it is likely that he would be able to expand on the subject indefinitely. It seems that he is simultaneously both critical and respectful of the system; thankful for its freedoms, but wary of its trappings as he seems to consider himself above all else, an independent American. 

Mirrors- Hillary Clinton

This Hillary Clinton campaign video came out on September the 23^rd 2016. Although it is short at only 30 seconds long, I believe that it is one of her strongest campaign videos and seeing as half of eligible voters are women, the question of do they want Donald Trump to be their president when he says disgusting things about women could win her the election.

The video shows young American girls looking at themselves in mirrors whilst in the background a selection of Donald Trump’s misogynistic comments. At the beginning of the video Hillary Clinton is shown hugging a young girl, implying that she stands with women against discrimination and bigotry. The video ends with a message saying ‘Is this the president we want for our daughters?’. The fact that throughout the whole video, the only audio played is from Trump himself is extremely powerful as Clinton does not even have to say anything about herself for the viewer to realise that they should not be voting for Trump.

This campaign video relies on the fact that young women and parents of daughters in America would obviously not want women to be treated in the way that Trump treats them. It is a powerful message because it speaks to a huge group of voters.

The fact that Clinton has more or less a good track record when it comes to advocacy of women's rights also helps her, especially as she is running against Trump who acts in such an appalling way. The recent leaked video of Trump making sexist comments also improves Hillary Clinton's chances in the election because, I would assume, any rational person who had heard his 'locker room talk' would not vote for him.

It is rumored however that in the past, Hillary has silenced women who Bill Clinton has harassed and had affairs with so that it does not look bad for her. If true then the whole basis of this video that she stands with women could be questionable.

Hillary Clinton's 2016 Presidential Campaign Announcement

Hillary Clinton's Campaign Video

This video came out on the 12th April 2015 where Hillary announces she is going to be running for president in 2016. 

The campaign video starts of with lots of different Americans featuring personal stories of how they are getting ready to start something new, what they believe will be a positive change and will benefit them hugely. Family diversity is very prominent as it shows white working class people, a black couple, Asian African Americans as well as two men saying they're getting married. This is important as part of her campaign is to help overcome income inequality. 

However Clinton does not appear in the video until 1 minute 30 seconds in so for the first half of the video it can be unclear as to what the video is promoting and who's video it is. She says: "I'm getting ready to do something too. I'm running for president". This campaign video sends a powerful message in that you can make any change you want if you put your mind to it. Clinton uses personal stories to get announce her story and change. This video is only 2 minutes 30 seconds long and mainly focuses on the public as opposed to Hillary Clinton and her campaign. She doesn't really state what her policies are, although this is her first video which she is using to announce her running for presidency. 

This video is aimed very much at the middle class Americans by stating "Everyday Americans need a champion, and I want to be that champion". She uses the idea of the American Dream by how these people are working hard to make this change happen, so she puts across her message that if you vote for her she will help ensure that families work hard and are strong which will make America strong. 

Hillary Clinton's 'Role Models' Campaign Advert

Hillary Clinton's 'Role Models' Campaign Advert

The Campaign video sets a scene of children watching television within different American neighbourhoods, reflecting differing classes and ethnic backgrounds of the “next generation”. Playing over the scenes is the voice of Donald J Trump, Republican Candidate, with the camera focussing on the supposed reactions of the children listening to their “Commander in Chief”.  

The video seeks to play on parent’s natural instincts of wanting to protect their child. It replays examples of Trump’s reoccurring aggressive and somewhat abusive language such as “I could stand on 5^th Avenue and shoot somebody, and I wouldn’t lose any voters…it’s incredible!”.  It emphasises the impact of who Trump’s extreme words are reaching and how he is potentially influencing what children may then believe is morally right - even leading children to believe that making fun of the disabled, sexualising women or shooting someone is ok because Donald Trump said there would be no repercussions.

The choice of ethnicity of the children is intentional as they reflect communities which have been somewhat directly identified within Trump’s extreme views of that group. The irony that the news is meant to provide information, sends the message to children that this offensive stereotype is accurate. The absence of adults or a parental figure is both a fearful and emotive tool that the children are alone and vulnerable to these harsh views, without someone to tell them that what Trump is stating is morally wrong, or at least questionable.

When reflecting on the usage of a common household television, it raises the underlying debate of if you would not let your child watch a rated film with swearing and offensive language, how can you allow this man who does the same to be your President? Do you want this man in the highest office in America? Is this the role model you want your children to look up to when it comes to their school career day?

Clinton’s emotive language towards the end closes the advert with her poignant views. The inclusive language of wanting ‘our’ children to be proud of ‘us’ is hitting home for American parents. It reminds us that comments or views outside of a heated political rally or informal interview can have lasting impacts on American society and children, and that voting for Clinton is the solution.

Sources:

http://www.slate.com/blogs/the_slatest/2016/07/14/hillary_clinton_s_role_models_ad_is_extremely_effective.html

Vote for Ike-1952 Presidential Campaign Video

https://www.youtube.com/watch?v=BjFFLHky3ds

This campaign video, produced by Roy O. Disney (older brother of Walt Disney), is in support of Republican candidate, Dwight D. Eisenhower, or "Ike", ahead of the 1952 presidential election against Adlai Stevenson of the Democrats. 

Eisenhower's nickname "Ike" is repeated throughout the video. This is possibly to show that Eisenhower could appeal to a variety of social groups within the US. The use of nicknames can be associated with the working class, a group from which Eisenhower had the least support, prior to the election. In addition, at the start of the video, Uncle Sam can be seen striding happily along with an "Ike" badge on his chest. This is then followed by a montage, where a number of completely different people, who all have either a balloon, badge or flag saying "Ike", also follow Uncle Sam. There is a farmer, a family with young children, a chef, a fireman, a milkmaid and a clergyman. This aspect of the video reinforces the fact that Eisenhower wanted to appeal to a wide range of Americans. Even if a certain demographic was overlooked, the addition of Uncle Sam, the nickname and symbol of America, suggests that Eisenhower's presidential campaign was focused on the unity of the United States of America, and if you did not vote for him, you were not a true American. The lyrics to the song which is played over the video also support this. "You like Ike, I like Ike, everybody likes Ike for President." These lyrics are repeated throughout the video in an attempt to persuade the viewer that everyone really does want "Ike" to be president. 

There are several more subtle aspects of the video, which are important when pondering the historical and political success and context of the campaign. During the chorus that has been previously mentioned, a shot of an elephant with Eisenhower's face on its side is shown. When "everybody likes Ike" is sung, the shot zooms in to focus on Eisenhower's face. Due to his face being placed on an elephant in motion, it appears that Eisenhower's head is nodding to the audience, almost as if to signify his approval of the video and campaign. Nodding also tends to be associated with positivity and saying yes, meaning the American public may have felt they would get a president who would actually represent their interests and needs, rather than their own agendas. 

The use of an elephant could also be a connotation of Eisenhower's military repertoire, as the size of the elephant with its erect trunk almost looks as if it could represent a tank. With the USA embroiled in the Cold War by 1952, and specifically the Korean War (1950-1953), Eisenhower wanted to be seen as the strong leader the USA needed to face the Soviet Union, having previously been a General in the Second World War.

There is an element of personal rivalry between Eisenhower's campaign and previous presidents and rivals of the 1952 election. This can be seen when three donkeys are shown sat next to each other. Immediately, the third donkey with glasses jumps out being an obvious depiction of Harry S. Truman, the previous Democratic president. The use of the donkeys appears to be a subtle, humorous way to label Eisenhower's rivals an "ass" (pun definitely intended!). In addition, later in the video, Eisenhower's presidential rival, Stevenson, is seen riding a donkey in the opposite direction from "Washington", where all of Eisenhower's followers were going. This eludes to the fact that the Eisenhower campaign felt like they were in the ascendancy.

The use of the Sun that rises over Washington at the end of the video, creates the feeling of a fresh start and something new. This was crucial for Eisenhower, as Truman had become so unpopular that he couldn't afford to appear like he was merely another Truman, who had placed the USA in he midst of a global conflict.

Finally, this video was made by Disney, at a time when Disney was growing increasingly popular and progressing massively in the media and technological world. This indicates that Eisenhower and his campaign were looking to the future in a positive manner, at a time when a large proportion of the country could only hope the growing tensions with the Soviet Union didn't extend to all out war, and he domestic issues of civil rights didn't lead to a national divide. Eisenhower's campaign video ensured that the people believed that if he were to be elected, he would lead the USA to a brighter and better future.

References:

https://www.youtube.com/watch?v=BjFFLHky3ds

http://www.gallup.com/poll/9451/election-polls-vote-groups-19521956.aspx 

http://www.history.com/this-day-in-history/united-states-nicknamed-uncle-sam

http://www.4president.us/tv/tv1952.htm

http://faculty.polytechnic.org/gfeldmeth/chart.korea.html

http://willrabbe.com/microblog/tag/eisenhower

  

Jill Stein Third Party Candidate

Jill Stein - A New World Is In Our Hands!

Jill Stein: A New World is in our Hands

This 2 minute campaign video is comprised of the following components: a speech by Jill Stein at an outdoor arena, interspersed with her as voice-over, three second frame views of 32 hand written placards, a multi-layered sound track of cheering crowds, clapping and strong percussive music and culminating in a graphic containing the campaign’s key slogan: People, Planet and Peace before Profit.

Jill’s opening lines send a very direct message of inspiration and a call to action. “We have the power and we are gonna use it” The sound track surges behind these words to simulate the effects of power and positive action. Jill follows up quickly to say that this power does not come from the big political parties paid for by Wall St thereby setting them up in the speech as the opponents. She goes onto to draw attention to this class/power divide by highlighting the areas where ‘their’ policies are not ‘our’ choices – in finance, political nominees, economy, government, prisons, police and wars. All this is delivered in single sentences using much repetition of the words and the same format and interspersed with the cheers and the soundtrack. It is a strong message about ‘them’ and ‘us. She has drawn on people’s fears about the big issues that make them feel powerless.

There is then a clear mid way turn in the speech issued as kind of threat to the ‘other’, this one per cent. “The people are now waking up and have the power.” Jill makes this statement as a direct appeal to her audience who affirm with cheers and clapping. The music builds as Jill lists the areas where change is going to happen with ‘people power’ – a living wage, climate change, citizenship, racism and drugs. She has focused on the immediate and everyday issues to align the power and the people and tells the crowd it is in their hands –ie the power to vote to make the changes they want and need.

The speech moves to its crescendo, (literally) with a striking graphic of the key slogan, “People, Planet and Peace before Profit.” It is a neat summation of the main areas of concern touched upon earlier and a simple message – easy to remember and repeat.

In addition to the music, there is a visual commentary on 32 hand written placards on all the topics. The placards are held by the target audience and show a diversity of age, background, gender, ethnicity, values and life style. People are shown standing in the street, the parking lot and the front porch. There is no hint of the neon and gloss of money and corporate life. These are home-spun, ordinary Americans – who can have the power.

It could be possible to suggest that Jill’s delivery style is at odds with her audience. The single sentences are delivered in a ‘hammering tone’ with no variation in pitch or pace and with the heavy pounding music, there is a mismatch with the 32 different messages on the placards. Too many placards? Too many messages? The campaign is using both hard and soft approaches and this makes for a somewhat confused viewing. 

6. Trump-Pence 2016 Campaign ad

Trump-Pence 2016 Campaign Ad - Two Americas economy

The campaign ad begins with a straightforward depiction of life under a Clinton presidency, specifically in relation to the economy and the working classes, Trump's primary target audience. This is achieved through a use of negative facts about Clinton's policies, for example the loss of 300,000 jobs as mentioned in the video. This message is reflected by the dim colour palette used and the portrayal of middle class situations, again ensuring that Trump's target audience are able to relate to his message and recognise the issues reflected in their own lives that Trump intends to address.

The video then seamlessly transitions to a segment that presents images and ideas of life under a Trump presidency, in a direct contrast to the previous segment of the advert. Immediately recognisable here is the bright colour palette, alluding to the idea of prosperity and also nationalism given the use of the red,white and blue flags. Furthermore, the children used in this shot promote the idea of Trump working for the younger generations and families with the presence of the girl perhaps intended to float the idea of equality, an area that constitutes a weakness in Trump's public perception, even among some of his supporters.

This is followed by a series of shots reflecting average or normal working/middle class situations, again promoting the idea that a Trump presidency will be one that fights for the everyman and woman. However, particularly notable is the expression of the people portrayed in these shots, and the stark contrast when compared with the videos opening segment portraying a Clinton presidency. Note the affectionate suburban couple compared with the stressed couple in the Hillary segment for example. A more poignant example is the depiction of building construction and the New York skyline as compared with the chained industrial wasteland showed during the Hillary segment. The video specifically focuses on the One world trade centre, alluding to the idea of American strength and nationalist ideals.

Finally, the video states 'The American dream, achievable again', playing on the imaginations and fantasies of the American working class by making it clear to them that there is a reason they haven't already achieved the dream, and that Trump can provide answers.