An excerpt from “The Snapchat Candidate,” in Utopia Is Creepy:
Twice before in the last hundred years a new medium has transformed elections. In the 1920s, radio disembodied candidates, reducing them to voices. It also made national campaigns much more intimate. Politicians, used to bellowing at fairgrounds and train depots, found themselves talking to families in their homes. The blustery rhetoric that stirred big, partisan crowds came off as shrill and off-putting when piped into a living room or a kitchen. Gathered around their wireless sets, the public wanted an avuncular statesman, not a rabble rouser. With Franklin Roosevelt, master of the soothing fireside chat, the new medium found its ideal messenger.
In the 1960s, television gave candidates their bodies back, at least in two dimensions. With its jumpy cuts and pitiless close-ups, TV placed a stress on sound bites, good teeth, and an easy manner. Image became everything, as the line between politician and celebrity blurred. John Kennedy was the first successful candidate of the TV era, but it was Ronald Reagan and Bill Clinton who perfected the form. Born actors, they managed to project a down-home demeanor while also seeming bigger than life. They were made for television.
Today, with the public looking to their smartphones for news and entertainment, we’re at the start of the third technological transformation of modern electioneering. The presidential campaign is becoming just another social-media stream, its swift and shallow current intertwining with all the other streams that flow through people’s devices. This shift is changing the way politicians communicate with voters, altering the tone and content of political speech. But it’s doing more than that. It’s changing what the country wants and expects from its would-be leaders. If radio and TV required candidates to be nouns — to present themselves as stable, coherent figures — social media pushes them to be verbs, engines of activity. Authority and esteem don’t accumulate on social media; they have to be earned anew at each moment.
What’s important now is not so much image as personality. But, as the Trump phenomenon suggests, it’s a particular kind of personality that works best — one that’s big enough to grab the attention of the perpetually distracted but small enough to fit neatly into a thousand tiny media containers. It might best be described as a Snapchat personality. It bursts into focus at regular intervals without ever demanding steady concentration.