Notes from the Bubble: Meghan and Chelsea: Sneaky Strategists

Dubbed a “political outsider,” by the Washington Post, Meghan McCain certainly adds a unique dimension to the election. Her blog, “McCain Blogette.com: Musings and Pop Culture on the Political Trail,” is quite interesting as well. The blog features playlists of her favorite songs, humorous YouTube Videos, and pictures of cool shoes she has seen. There are also lists, such as “Ten Things You Didn’t Know about Mom.”

Is there a strategy behind all this “fluff?” I think so.

While Meghan’s blog may generate its share of laughs and raised eyebrows, it also sheds a more youthful perspective on the campaign trail. Her frequent pop culture references and fashion commentary are sure to appeal to some young women (and young men will certainly enjoy ogling pictures of “Meghan the hottie.”)

The blog also showcases a plethora of Meghan’s personal pictures, which feature political actors in casual poses. There are shots of Meghan helping “Mommy McCain” do her hair, shots of Senator Graham (“the coolest guy ever”) lounging at a Barbeque, and, of course, several close-up pictures of Meghan and her friends smiling brilliantly and goofing off.

Despite the flighty captions and silly comments (“OMG! A sign for my blog!” “Look at mom’s cute shoes!” “Greg and Lisa are the cutest couple ever.”) the pictures may, in fact, serve a deeper purpose.

For example, study this picture of “Daddy McCain,” which appears next to the caption: “Dad finally gets to chill out. This might be one of my all time fav pics of him!” In this photograph, McCain is smiling a genuine smile, and wearing “normal-people clothes.” He looks like your average American dad, and this is a side of him that most Americans have never seen.

Chelsea Clinton, in a fierce contrast of Meghan, is taking a slightly different approach as she campaigns for her mother. Chelsea appeals to young people as well, but tends to present herself in a more composed and formal manner. She is a good speaker, and is constantly quoted making interesting and intelligent comments about her mother and the election. She speaks at schools and colleges around the country, and serves as a trained spokesperson for her mother.

Yet, Chelsea does use some of the same strategies as Meghan. Chelsea poses for pictures with supporters and “fans,” and constantly refers to her close relationship with her mother. By speaking about her family, and presenting herself as “an average,” yet intelligent young woman, she positively reflects upon her mother, and shares a more personal faucet of Hilary’s personality with the world.

Chelsea, however, does not have a blog.