On March 12, 1933, a president addressed a nation in the first of many radio chats. For the next decade, Franklin D. Roosevelt would speak to American citizens in his fireside chats thirty times, explaining what was going on in the economy, giving updates on the war, and assuaging fears. Widely known as a president that controlled the press’s message more than any of his predecessors, Roosevelt had unprecedented involvement in the coverage of national politics. His fireside chats were radical in that they took advantage of changes in technology and completely subverted national press by taking the message directly to the people.
Over 80 years later, it seems that President Obama is following in his footsteps. His 2008 campaign was heralded as a campaign for the 21st century because of his use of social media, largely seen as a move to draw youth support. His incumbent campaign in 2012 set new standards for the use of data in harnessing support. His communications staff have attempted to keep in touch with popular culture, tweeting about House of Cards spoilers and releasing his NCAA March Madness bracket. Without mentioning the pop culture icon that he has become, it’s obvious that Obama is involved with youth culture in a way that outpaces any other president.
His forays into popular culture came to a zenith in March with his interview with Ellen DeGeneres on Ellen and his skit with Zach Galifianakis on Between Two Ferns. In each interview, Obama’s primary concern was getting young people enrolled in the Affordable Care Act insurance program. Clearly the tactic worked, at least in terms of grabbing people’s attention. Both videos went viral, with the Between Two Ferns video reaching over 20 million views and the Ellen interview reaching over 4 million online views. The real results in terms of enrollment, however, won’t be known for at least another week.
These interviews brought the ACA to a sector of the populace that is sorely lacking in both health insurance and knowledge about the new law. In a sea of jargon and information overload, these interviews stood out in their frankness and humor.
There are a number of pundits that derided Obama for doing these interviews, insinuating that there were more important issues at hand. But really, are they questioning the importance of communicating with the public? Ultimately, the President’s main job is to represent the American people but also to be their champions. It’s difficult to be someone’s champion when they have no idea what you’re championing.
Roosevelt’s fireside chats were so important because it was really the first time that the president spoke to the populace in way that they could understand, using quotidian technology. Obama’s interviews were no different in that manner.
The interviews, however, were different than the fireside chats in a key way—they only concerned a policy that will directly affect Obama’s legacy. Roosevelt’s chats covered topics from the economy to war updates to reorganizations of the judiciary. While he certainly addressed the New Deal, this was not his only focus. He kept the American public abreast of difficult issues that would have a huge impact on them.
The same cannot be said for Obama. Where was the Saturday Night Live skit to explain the deficit? Where was the Reddit AMA about what is going on Crimea? Where was the Twitter Q&A outlining what the shutdown meant and why it was happening? Obama has been our president for the last six years and it was only when his pet project was on the line that he pulled out all the stops to reach the American public.
As it stands, the millennials are soon to be the largest voting bloc. We are faced with a plethora of issues ranging from failing infrastructure to a Congress mired with bickering to civil rights for the LGBTQ community. The issues that we face are complicated and are difficult to delineate, even if you watch the news. This is the time when we need the president to give guidance. We may not be in a war or a depression like FDR was, but that doesn’t mean that things have gotten easier Now is the perfect time for Obama to take his skill in reaching the youth and help establish an informed electorate, one that is ready for the upcoming challenges. The youth got Obama elected, now it’s time for him to give back.
Use social media for non-pet projects with Sara at sainsworth@georgetownvoice.com.
