Abstract
The initial response to Michelle Obama fluctuated between lukewarm and hostile. This was remedied by a radical image makeover, described by Rebecca Traister as the president’s wife’s ‘momification’. By reconstructing her as ‘mom-in-chief’, her apparent threat was defused. Examining the First Lady as both presidential spouse and cultural palimpsest, this article provides a mapping of how the Obama administration has rebranded the First Lady, and how this process can be perceived as a manifestation of both a profound cultural volatility — related to shifting notions of race, gender, and identity politics — as well as an often quite elusive cultural stasis.
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