Constructing Love: Visual Representation of Blackness in the Obama Marriage

Abstract

A content analysis of 346 images was employed to study differences in racial presentations of Barack and Michelle Obama between the White House and African American media. The literature on symbolic interactionism, presidential and first lady presentation, African marriage, minority media, framing, and visual representation suggested there would be differences by medium in portrayals of the president and first lady on racial variables (egalitarianism, marital, affection, racialist, ethnic/cultural, kinship, political). Findings indicate that, across White House and African American media, the couple was often presented as egalitarian and affectionate. Statistical testing indicates that African American media were significantly more likely to depict Michelle Obama with racialist elements and the Obamas as a happy and affectionate married couple than the White House. A contradictory finding indicated that the White House was significantly more likely to focus on the extended family bonds of African Americans by depicting the Obamas in the presence of other Black people. This study is important because the Obamas are the first ethnic minority couple to hold the offices of president and first lady of the United States, and this study is the first to explore the two as an African American married couple. Findings extend research on how minority media help construct reality for their audiences and have implications for new White House image management strategies of presidents and first ladies.