In Lizabeth Cohen “A Consumers’ Republic: The Politics of Mass Consumption” the first few pages explain how marketing changed and mass consumption of goods increased after World War II. Cohen quotes a sociologist and states “Americans were increasingly becoming consumers of politics”(332). Cohen also states that mass marketing techniques in the political environment were seen back in War World I with advertising techniques to get women out to vote. The marketing technique was just the beginning of something much bigger later in the years. For example the television helped Kennedy’s campaign. Where he reached voters and Cohen goes on to say that his physical attractiveness made female voters excited.
The part that caught my attention was “Americans were increasingly becoming consumers of politics”(332). Cohen also states that Americans value “charisma and glamour over more rational self-interest”. To break this down I think she tried to say that Americans care more about how a politician presents themselves compared to what the politician has to offer. In recent years we saw this with Donald Trump where his supporters voted for him because he was Donald Trump, a businessman that owns a business and knows how to make money. He became president and made a lot of false accusations on different minorities. Republicans voted for a racist and gave him power to make major decisions just because he was Donald Trump.
In the present time we see a lot of this where people give popularity and support to someone because of how they present themselves. As a society we need to look past the “glamor” and choose leaders who are going to help society prosper. These past few years with Covid impacted everyone and many unemployed. We yet to see what our current president is going to do about unemployment and businesses closing.