The New York Times article "Sleeveless and V-Necked, Santorum’s Sweaters Are Turning Heads" notes a recent meme from the Republican campaign: Rick Santorum's sweaters. Here, the candidate's fashion is playfully called the "sensible, traditional choice of grandfathers and college football coaches". I think this as astute an observation as any made about the campaign so far.The larger discussion here is about image--Santorum's self-image, the image he has of his perspective supporter, and the self-image of that supporter. The Santorum staff's enthusiasm for the sweater is not entirely in jest; the sweater vest is indicative of their message and target audience.
As the last standing hardline social conservative in the field, Santorum appeals to swaths of mature voters ("grandfathers") and strict disciplinarians ("football coaches")--disciplinarians in the sense that these people emphasize self-discipline as key to one's ability to support oneself and manage life's affairs. This is the person who most heartily nods in agreement while reading the Forbes article "If I Were A Poor Black Kid"; his appreciation for discipline shows in his brand of faith, his military support, his politics, and many of his habits and much of his work. The "football coach" conjures many other qualities and values attributable to Santorum's perspective supporter.
But what about the other candidates' images?:
Mr. Santorum’s rivals are biased toward sleeves. Mitt Romney likes his crisply pressed oxford shirts, often under a blazer. Ron Paul is partial to suits, albeit ill-fitting ones. And Michele Bachmann, who has said her fashion icons are Jacqueline Kennedy Onassis and Audrey Hepburn, is almost always carefully turned out ...
Romney messages about the economy, and he appeals to fiscal conservatives. Members in this crowd see themselves primarily as responsible, business-minded people ready for wealth and status. With his style, Romney communicates this economy of success, but opts for business casual over suits so as to appear accessible, his elbows ready to rub.Besides being one of the few options left to a man his age, Ron Paul's suits reflect his own desire to be taken seriously. Afterall, what else is a suit but a man hoping to be taken seriously? Ditto for Michele Bachmann, more or less, although I vaguely recall reading she wore only dresses or skirts at public appearances which, if so, would communicate a traditional brand of femininity, a servile sort as opposed to the "bossy" pant suits of Hillary Clinton.
Thinking back to Barack Obama's campaign, seems like he adopted several looks, even allowing/releasing photos of his basketball practice. Perhaps he welcomed being seen in a variety of ways, sending the message that he is a dynamic (young) candidate.
