Orlando Patterson: The Red Phone in Black and White
The central image in Hillary Clintons ad brought to mind D. W. Griffiths Birth of a Nation, the movie that helped revive the Ku Klux Klan.
Hillary Clinton's "It's 3 a.m." ad painted Obama as "the danger, the outsider within."
Not so this Clinton ad. To be sure, it states that something is happening in the world -- although it never says what this is -- and that Mrs. Clinton is better able to handle such danger because of her experience with foreign leaders. But every ad-maker, like every social linguist, knows that words are often the least important aspect of a message and are easily muted by powerful images.
I have spent my life studying the pictures and symbols of racism and slavery, and when I saw the Clinton ads central image -- innocent sleeping children and a mother in the middle of the night at risk of mortal danger -- it brought to my mind scenes from the past. I couldnt help but think of D. W. Griffiths Birth of a Nation, the racist movie epic that helped revive the Ku Klux Klan, with its portrayal of black men lurking in the bushes around white society. The danger implicit in the phone ad -- as I see it -- is that the person answering the phone might be a black man, someone who could not be trusted to protect us from this threat.
The ad could easily have removed its racist sub-message by including images of a black child, mother or father -- or by stating that the danger was external terrorism. Instead, the child on whom the camera first focuses is blond. Two other sleeping children, presumably in another bed, are not blond, but they are dimly lighted, leaving them ambiguous. Still it is obvious that they are not black -- both, in fact, seem vaguely Latino.
Finally, Hillary Clinton appears, wearing a business suit at 3 a.m., answering the phone. The message: our loved ones are in grave danger and only Mrs. Clinton can save them. An Obama presidency would be dangerous -- and not just because of his lack of experience. In my reading, the ad, in the insidious language of symbolism, says that Mr. Obama is himself the danger, the outsider within.
Did the message get through? Well, consider this: people who voted early went overwhelmingly for Mr. Obama; those who made up their minds during the three days after the ad was broadcast voted heavily for Mrs. Clinton.
It is significant that the Clinton campaign used its telephone ad in Texas, where a Fox poll conducted Feb. 26 to 28 showed that whites favored Mr. Obama over Mrs. Clinton 47 percent to 44 percent, and not in Ohio, where she held a comfortable 16-point lead among whites. Exit polls on March 4 showed the ads effect in Texas: a 12-point swing to 56 percent of white votes toward Mrs. Clinton. It is striking, too, that during the same weekend the ad was broadcast, Mrs. Clinton refused to state unambiguously that Mr. Obama is a Christian and has never been a Muslim.
It is possible that what I saw in the ad is different from what Mrs. Clinton and her operatives saw and intended. But as I watched it again and again I could not help but think of the sorry pass to which we may have come -- that someone could be trading on the darkened memories of a twisted past that Mr. Obama has struggled to transcend.
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