Week 9
Mar 3, 2019
In Jonathan Y. Okamura's Barack Obama as the post-racial candidate fora post-racial America: perspectives from Asian America and Hawai‘i, he talked a lot about how Barack Obama used his ethnicity and home place to gain the advantage in his campaign. By the identity of " Asian" and " Hawaiin" added to him, he certainly gained himself a lot more advantage than his competitors. According to social proximity theory, the similarity is a key factor for the perception of someone when private, one-to-one communication is not an option. By tagging these identities to him, Barack Obama certainly earned a great, positive image among Asian and Hawaiin voters. And by having such a president, Asians are feeling more represented in governing. However, that is a decade from now. Would that strategy still work? Nowadays, with the boosting of social media, everyone's preference and focus is an open book to whoever have data accesses. And during the 2016 campaign, it turns out the marginalized, customized campaign ads and fake news are no long fantasies, but a part of the reality we all live in. In that case, in a situation which no Asian candidate is on the table for the campaign, what attempted will the candidates from other race do in public imaging to win Asian voters?
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