Cloth Coats and Camelot

Abstract

The evolution of political marketing with respect to political identity and socio-economic status originated before the onset of the communications age and the advent of mass communication in American politics. Although its pace accelerated considerably, and it has been refined substantially in the contemporary period, in the post-Second World War era there was already an appreciation that divisions between a political elite and the voting mass might be perceived as a political liability. Spin control and public relations techniques were present and considered important to conveying an image of candidate ordinariness to the public, replete with a press corps that were largely respectful of political wishes and intent. Franklin Roosevelt’s disability and its masking from public view is testament to the pre-television understanding that image might be considered important when presenting a political identity to the public. Nevertheless the advent of television and the introduction of marketing and advertising techniques into the realm of politics was to bring about changes in the format and portrayal of political figures. This was not restricted to the physical image alone, but also with regard to the concept of privacy and the slow exposure of political biographies, families and private pastimes for public scrutiny.