Yes We Can Go Forward and Believe in America! When did US campaign slogans become self-help mantras?

Martha Gill's Irrational Animals column.

Something’s happened to presidential campaign slogans. Something affirmative. Motivational. Inspiring. Yes! They’ve become self-help mantras.

Romney’s got his rather hectoring “Believe in America” and Obama’s gone for the grammatically pointed “Forward.” - the much discussed full-stop signifying, apparently, a mind set on its course. Last election of course we had the rabble rousing chant “Yes we can”. The tone now borrows from life coaches where it once borrowed from the advertising industry (I like Ike, Keep Cool and Keep Coolidge), and this time it’s much harder to oppose. Agreeing is not only right – it’s healthy!

This would be all very clever, but the trouble with life coaching is that it’s already been through several loops of cultural backlash. If a film features fairground music we know a grisly murder is not far away, and if a character recites motivational mantras, that is a character primed for gentle tragedy.  In fact I’m so damaged by the likes of Little Miss Sunshine and The Office that I can’t hear Romney’s slogan without picturing him saying it in front of a mirror (“I believe in America. I believe in myself. I am a strong, independent individual moving daily towards a better future”) before bursting into tears and eating Ben and Jerry’s straight from the tub.

But there is also something intrinsic about the tragi-comedy of motivational quotes. Who really springs into action after reciting a wholesale phrase about how great they are? The slogans seem to mock you, denying a gap between where you are and where you want to be (“I am the best presidential candidate in the world, EVER”), and making the gap all the more apparent in the process. It could only be a matter of time before science found they didn’t really work.

A paper published in Psychological Science looked at the differences between "declarative" talk (yes we can) and interrogative talk (can we, though?). Scientists Ibrahim Senay and Dolores Albarracin took fifty three undergraduates and gave them some anagrams to solve – (like rearranging the letters in “cause” to spell “sauce”). But before they were allowed to start the task they had to spend a minute talking to themselves. One half were in the “Will I?” group – they had to ask themselves whether they could complete the task. The other was the “I Will” group – they had to tell themselves they would. The groups were then given ten minutes to solve as many anagrams as possible.

Raised on Nike adverts and positive thinking, we might expect the assertive group to do better. They are pumped on self belief, after all, where as the other group have only mild self doubt. But no – the “Will I?” group solved 25 per cent more anagrams. Real motivation seemed to come from the question, rather than the pre-emptive answer.

The scientists thought that the question helped people to tap in to intrinsic motivation – whether they actually wanted to do the activity for themselves. They found they did. The extrinsic hectoring actually blocked their internal motivation.

So there we are, Obama, just a small change in punctuation is needed. “Forward?” Yeah, go on then.

Mitt Romney and wife. Photograph, Getty Images.

Martha Gill writes the weekly Irrational Animals column. You can follow her on Twitter here: @Martha_Gill.

This article first appeared in the 27 August 2012 issue of the New Statesman, The end of the political cartoon?

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Why I refuse to complain about email spam

The bleaker things get, the easier it is to be annoyed about absolutely everything.

“I need just one night and your cock
I want to give you a [sic] head Nice [sic] ginger hair and big bubbly boobs”

It reads like poetry. Poetry by an early 00s DVD player that has recently mastered the English language and doesn’t know what to do with it. A DVD player that’s lying on a skip and has a discarded Cornetto sitting atop its plastic exoskeleton like a depressing party hat, sluggishly oozing ice cream into all its crevices. Yes. If a broken and abandoned DVD player were to start writing poems, they’d probably look a bit like that stunningly naïve and post-post-modern cock and bubbly boobs mess.

Innermost contemplations of an obsolete piece of technology or not, these lines of poetry recently appeared in my email junk folder. Subject line: “Sex right now.” Sender: “Teresa Hughes”.

The bleaker things get (economically, politically, socially) the easier it is to complain about absolutely everything. Knowing that I’ll probably spend the rest of my life either living with my parents or renting shitholes from miserly Dickensian landlords makes selfie sticks all the more annoying. And slow walkers. And rugby fans. And people who stand on street corners, shouting about Jesus and doom. All of these things, within the context of generalised rubbishness, are worthy of a billion pissed off tweets.

Spam, on the other hand, the bugbear of the privileged but stressed since about 1996, is one of the increasingly few things about which I refuse to complain. Reason being: spam, the porny kind in particular, has always been there for me… in a way.  

I can’t remember my first email address. Knowing prepubescent me, it was probably a) boringly weird and b) just a fucking abomination. Something like What I can remember though is being emailed about blowjobs way before I knew what they were. Which was, in a sense, educational.

Over the past few days, my junk folder has been inundated by requests from robots who want to do stuff to my penis. This is my first incursion of porn spam in a long while; years, possibly. And I’m finding it almost impossible to be annoyed or disgusted by it. Instead, I’ve been getting nostalgic. Nostalgic for a simpler digital time. A time in which connecting to the internet made a sound like an android with norovirus, and people were trusting enough to click on links in emails with subject lines like, “Mega-PU$$Y 4 U!!!!”.

I like to imagine that, over the next century, great leaders will come and go; empires will rise and fall; bootcut jeans will have moments of fashionableness roughly every fifteen years; and, all the while, people like “Teresa Hughes” will email us reminders that they would dearly like to suck us off, in exchange for a hard drive-melting virus.

Plus, I was only being a little bit facetious about that “poem” thing. When I did an art history elective at uni, a lot of it was spent gazing at pictures of Marcel Duchamp’s “Fountain” (that urinal that’s art) and wondering what art actually is. Can a urinal be art? Can Danny Dyer be art? And, most pressingly, can spam be art? In one word: sure.

Let’s return our attention to those lines of spam at the beginning of the piece. I shall now attempt to apply GCSE-level analysis to Sex Now by “Teresa Hughes” (the lesser-known offspring of Ted and Sylvia, presumably).

The speaker, a woman, in a grab for immediate attention, addresses the reader directly. The line break after “cock” places emphasis on that word, reassuring the reader just how much she “needs” his/her penis. The unusual phrasing in the next line, “a head”, rather than “head”, for example, is a play on words that neatly juxtaposes [seriously, how much did you use the word “juxtapose” in GCSE English essays?] the primal act of giving head with the intellectual act of having one (and using it).  The alliteration in “big bubbly boobs” highlights the exact largeness and roundness pertaining to the speaker’s breasts. Furthermore, she wants us to know that her horniness transcends grammar.

Even furthermore, spam is literature and the world would be a darker place without it. So don’t be a great honking philistine and complain about it.

Eleanor Margolis is a freelance journalist, whose "Lez Miserable" column appears weekly on the New Statesman website.