Since President Obama was elected in 2008, pop culture has strongly intersected with politics. Politicians do need to care about popular culture. Popular culture is one of the common bonds that keeps America together. Barack Obama, for example, has been quite adept in his use of pop culture, and in three distinct ways. First, he is fluent in the language of pop culture, and makes easy references to his TV viewing habits, which the media eagerly and lovingly report. Second, he makes appearances on soft media entertainment shows, where he reaches out to targeted sections of the electorate, and also avoids pesky hardball questions. Obama had over two dozen of these soft media appearances in the 2012 campaign. Third, he uses Hollywood celebrities to campaign for him, and to raise money for him.
While pop culture has been infiltrated with sexuality and bad language, parents are better equipped to keep problematic shows away from their children thanks to modern day technology. Politicians also have access to the same tools, and can safely interact with celebrities and shows that fit within their world view, again, should they choose to do so. Democrats certainly have more room to refer to edgier shows, but Republicans have lots of cultural fare that they can cite to their advantage.
There is a risk of politicians being seen as phony by referencing pop culture. In 1984, for example, Ronald Reagan’s campaign used Bruce Springsteen’s “Born in the USA” as a song bolstering their “Morning in America” reelection theme. Springsteen did not think much of Reagan, and responded that “It’s not morning in Pittsburgh.” But potentially more problematic was the fact that a Reagan aide was asked what other Springsteen songs the president liked, and the aide couldn’t come up with any, likely because there weren’t any.
Even Obama has gotten into trouble on this front, joking about Snooki at the White House Correspondents’ Dinner, but then telling the ladies of The View that he didn’t know who Snooki was. Without a doubt, politicians are better off not referring to pop culture if they are not aware of what they are talking about.
In recent years, some GOP politicians are trying to be more hip when it comes to their musical choices. Paul Ryan, who is into heavy metal, joked during the GOP convention that he was familiar with some of Mitt Romney’s favorite songs from time that he had spent in elevators. And Marco Rubio is a fan of hip hop. Pop culture will continue to shape the 2016 election as November approaches.
