People have a natural tendency to bond with others like themselves, and tend to choose their political leaders as they would choose their friends. (Hollihan, 85). I would like to agree. I vote for candidates who share common interests with me, and that is the same way in which I choose my friends. Homophily was the most important aspect to candidate image used in the last election, and may have been the reason that Barack Obama was the prevailing winner. Obama may have won the race using this tactic; it was done very effectively. This blog will explain the different ways in which homophily was used by President Barack Obama in the 2008 campaign, and how they were effective in creating a success in his favor.
The first and most obvious way that Obama related to those who would most likely say they voted for him based on homophily, is race. He is the first black president to receive a major party ticket in the history of the United States of America. Of course African Americans would want him to succeed, to prove the last of racism is defeated and that African Americans are not only above inferiority, but to prove that a black man can be superior. In the 2004 election, 88 percent of black voters voted for the democratic nominee, and in the 2008 election, 96 percent of voters voted for the Democratic nominee (CNN, 2009). This eight percent increase is probably due to the fact that these black voters, whether supporting his views or not, want to support someone of their same race. I found that the Latino vote for Obama was 66 percent, compared to the 53 percent that had voted for Kerry, the Democratic nominee in 2004. Even though these minorities are not African American, they feel a connection to him because he is a minority, and they wanted to see a minority, like themselves, succeed. I am not ruling out the fact that they may have been more accustomed to his policies than that of Kerry’s, just that such a large jump in percentages could be largely due to homophily.
Another homophilic tactic used by Obama was the idea that parents without a large amount of financial means raised him. Many people feel that they are a product of their environment, and if their parents do not have a lot of money, then they are destined to lead the same life. This is what we call the poverty cycle. He showed the United States that adversity can be tackled and no matter what a person’s heritage or background is, they can be successful. Many people are very respondent to this because it changes their mentality that they are destined for a lower than mediocre life. Knowing that a minority could perform such a success and reach great heights with little financial base is inspiring and a story these African Americans wanted to see followed through. Those inspired and motivated by the types of ambitions Barack Obama displayed may have voted for him, helping him win the election.
Barack Obama used these two tactics, followed by one more homophilic tactic; the use of drugs and struggle with being raised multi-culturally. He was raised in the church, and taught to have strong faith at a young age. He also had a white mother and a black father, and was taught through this that the mix of his cultural experience would broaden his understanding of the world. He used this experience to his benefit, he seemed at home in both cultures. In the struggle between faith and adapting to his high school surroundings, he experimented with alcohol, marijuana and cocaine. Many young adults can identify themselves with this, because they too have made choices in the past they are not proud of, and know that their president can admit mistake in this area makes him seem like more of an average person than other candidates. It brings him off of his pedestal, which so many presidential candidates have been put on. This increases the likeliness that people will vote for him, because they feel they are closer to him.
Barack Obama’s linkage to pop culture was a homophilic advantage used in his election as well. He mentions and implies his connection with popular culture many times during the campaign. “Talk about a major Jay-Z move. People, we're talking about a seminal moment in the campaign, the merging of politics and pop culture: in which a presidential candidate -- a self-confessed hip-hop head and Jay-Z fan -- references a rap hit and a dance move” this was a section of a Washington Post article depicting the Jay Z move “dirt of your shoulder” done by Barack Obama. This not only showed that the young African American candidate contained a sense of humor, but that he praised popular culture and is not ignoring it. This made many voters, black and white, think of him as timely, fresh and in-the-know. For many, being these things is important because society is continually changing, and understanding cultural norms in imperative to having the respect of the country for which you take charge. I know that even as a McCain supporter, seeing this speech of him on YouTube made me feel a desire to like him, and build a sort of warmness to his character. That he is a person too, not just a candidate, and that he is clever and “hip”, characteristics I think of myself and want see in my friends.
Obama, after inaugurated into office, chose NCAA teams for the final four bracket. He chose Louisville, North Carolina, Memphis and Pittsburgh. This shows the public he is staying up-to-date on the topics that are important to his country, although some may argue he has more important things to be doing. This demonstration of his involvement in popular culture shows me that he has a personality, and can relax. As a student, I know I could be studying more or doing my homework better, but relaxing is vital and I relate to president Obama in the way that sports are very important to me. I know they are for many, who probably had a higher opinion of him as a person after this. Like I mentioned earlier, it brings him down from the pedestal we put him on.
Through cultural similarities to those in the United States, acknowledgement of his mistakes, popular culture, and overcoming adversities in upbringing, Barack Obama can relate to everyone in the United States, somehow. This is what homophily is, relating to a candidate and voting for them based on these prevalent qualities for which you feel they possess as well. Although I believe that much of this homophily was due to race, there are many more types that were non racial and apparent in the 2008 presidential campaign.
Hollihan, Thomas. Uncivil Wars. Vol. 2. Print
http://www.cnn.com/2008/POLITICS/11/04/exit.polls/
(http://www.cnn.com/ELECTION/2004/pages/results/states/US/P/00/epolls.0.html)
http://www.washingtonpost.com/wp-dyn/content/article/2008/04/18/AR2008041803282.html
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