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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Amazon's unlikely role in the Calais relief efforts

Campaigners are using Amazon's wishlist feature - more commonly used for weddings and birthdays - to rally supplies for the thousands camped at Calais. 

Today and yesterday, relief efforts have sprung up across the web and IRL following the publication of shocking photos of a drowned refugee child. People are collecting second hand clothes and food, telling David Cameron to offer refuge, and generally funneling support and supplies to the thousands in Calais and across Europe who have been forced from their homes by conflict in Syria and elsewhere. 

One campaign, however, stuck out in its use of technology to crowdsource supplies for the Calais camp. An Amazon wishlist page - more familiar as a way to circulate birthday lists or extravagant wedding registries - has been set up as part of the  #KentforCalais and #HelpCalais campaigns, and is collecting donations of clothes, food, toiletries, tents and sleeping supplies. 

Judging by the Twitter feed of writer and presenter Dawn O'Porter, one of the list's organisers, shoppers have come thick and fast. Earlier today, another user tweeted that there were only six items left on the list - because items had sold out, or the requested number had already been purchased - and O'Porter tweeted shortly after that another list had been made. Items ordered through the list will be delivered to organisers and than transported to Calais in a truck on 17 September. 

This, of course, is only one campaign among many, but the repurposing of an Amazon feature designed to satiate first world materialism as a method of crisis relief seems to symbolise the spirit of the efforts as a whole. Elsewhere, Change.org petitions, clothes drives organised via Facebook, and Twitter momentum (which, in this case, seems to stretch beyond the standard media echo chamber) have allowed internet users to pool their anger, funds and second-hand clothes in the space of 24 hours. It's worth noting that Amazon will profit from any purchases made through the wishlist, but that doesn't totally undermine its usefulness as a way to quickly and easily donate supplies. 

Last year, I spoke to US writer and urbanist Adam Greenfield, who was involved New York's Occupy Sandy movement (which offered relief after after hurricane Sandy hit New York in 2011) and he emphasised the centrality of technology to the relief effort in New York:

Occupy Sandy relied completely on a Googledocs spreadsheet and an Amazon wishlist.  There was a social desire that catalysed uses of technology through it and around it. And if that technology didn't exist it might not have worked the way it did. 

So it's worth remembering, even as Amazon suffers what may be the worst PR disaster in its history and Silicon Valley's working culture is revealed to be even worse than we thought, that technology, in the right hands, can help us make the world a better place. 

You can buy items on the Amazon wishlist here or see our list of other ways to help here

Barbara Speed is a technology and digital culture writer at the New Statesman and a staff writer at CityMetric.