Will Obama’s “Julia” Appeal to Women?

What Women Really Think
May 4 2012 4:29 PM

Campaign Love Notes: Obama <3’s “Julia”

1336156764958
Meet Julia.

(http://www.barackobama.com/life-of-julia)

Have you met “Julia,” yet?

J. Bryan Lowder J. Bryan Lowder

J. Bryan Lowder is a Slate assistant editor. He writes and edits for Outward, Slate’s LGBTQ section, and for the culture section.

The paper-doll infographic is the Obama campaign’s latest attempt to connect with women voters, and, while its effectiveness on that front remains unclear, what’s certain is that Republicans are decidedly not pleased to meet her.

Advertisement

If you haven’t yet had the pleasure of her acquaintance, Julia is a cartoon woman whom we follow through the many stages of her Obama-enhanced life from ages 3 to 67. Because of Obama’s beneficence toward women (and his apparently never-ending presidency), little Julia gets to go to Head Start, 20-something web-designer Julia gets access to birth control, and old-lady Julia gets to work in a community garden because the social security checks are still coming. Seems like a lovely, Anthropologie-hued life, no? Especially considering that the alternative Romney narrative (presented in the graphic alongside Obama’s) finds a bedraggled Julia scrounging on her hands and knees in the community garden for unripe tomatoes while cursing at the neighborhood children.

Cue the conservative backlash. As the New York Times reported yesterday, many right-leaning politicians and activists have already attacked poor Julia. Pundit Michelle Malkin, for example, had this to tweet: “Hi @BarackObama. I will read Life of #Julia to my kids to show them how NOT to live their lives -- tethered to Nanny State.”

Of course, many of us would find the programs Julia enjoys to be pretty basic—what’s the nation-state for if not to facilitate things like gender pay equality and decent public education—but I digress. What do we think of Julia as a mouth-less mouthpiece for the Obama campaign?

Intent: Obama clearly wants to communicate to women through the medium du jour—the spunky infographic—that he cares for them in all stages of their lives, while Mitt Romney would crumple them up and toss them in a wastebasket. As White House spokeswoman Kara Carscaden told the Times: “This week, Mitt Romney said that when people ask him what he’ll do for the economy, he would ‘look at what the President’s done, and do the opposite.’ Now, voters can see exactly what Romney means and the impact that would have on women.”

Execution: Julia seems nice enough, but there’s something the tiniest bit unnerving about the idea of Obama as some sort of paternal figure—or in the iconography of the graphic, maybe a omniscient sunshine beaming down on our heroine throughout her life. I’m down with the policies, but I’m not sure if reducing women to a two-dimensional puppet figure is the best means of communicating the message. After all, no one likes to be glued to a craft-stick, even if Barack is holding it.  

Relatability:  Am I the only person who was more interested in Julia’s clothes than her life experiences? Unless Obama’s going to give us all gift cards to J. Crew (can you imagine the conservative conniption?!), girl needs to be a little less put together once in a while if she wants to relate to me.

Swoon Factor: 6

TODAY IN SLATE

Politics

The Democrats’ War at Home

How can the president’s party defend itself from the president’s foreign policy blunders?

Why Time Is on Our Side in the Fight Against Ebola

Piper Kerman on Why She Dressed Like a Hitchcock Heroine for Her Prison Sentencing

Catacombs Where You Can Stroll Down Hallways Lined With Corpses

Homeland Is Good Again! For Now.

Politics

Cringing. Ducking. Mumbling.

How GOP candidates react whenever someone brings up reproductive rights or gay marriage.

Music

How Even an Old Hipster Can Age Gracefully

On their new albums, Leonard Cohen, Robert Plant, and Loudon Wainwright III show three ways.

The U.S. Has a New Problem in Syria: The Moderate Rebels Feel Like We’ve Betrayed Them

We Need to Talk: A Terrible Name for a Good Sports Show by and About Women

Trending News Channel
Oct. 1 2014 1:25 PM Japanese Cheerleader Robots Balance and Roll Around on Balls
  News & Politics
Crime
Oct. 1 2014 4:15 PM The Trials of White Boy Rick A Detroit crime legend, the FBI, and the ugliness of the war on drugs.
  Business
Moneybox
Oct. 1 2014 2:16 PM Wall Street Tackles Chat Services, Shies Away From Diversity Issues 
  Life
Gentleman Scholar
Oct. 1 2014 4:55 PM Blood Before Bud? Must a gentleman’s brother always be the best man at his wedding?
  Double X
The XX Factor
Oct. 1 2014 5:11 PM Celebrity Feminist Identification Has Reached Peak Meaninglessness
  Slate Plus
Behind the Scenes
Oct. 1 2014 3:24 PM Revelry (and Business) at Mohonk Photos and highlights from Slate’s annual retreat.
  Arts
Brow Beat
Oct. 1 2014 3:02 PM The Best Show of the Summer Is Getting a Second Season
  Technology
Future Tense
Oct. 1 2014 4:46 PM Ebola Is No Measles. That’s a Good Thing. Comparing this virus to scourges of the past gives us hope that we can slow it down.
  Health & Science
Science
Oct. 1 2014 4:03 PM Does the Earth Really Have a “Hum”? Yes, but probably not the one you’re thinking.
  Sports
Sports Nut
Oct. 1 2014 5:19 PM Bunt-a-Palooza! How bad was the Kansas City Royals’ bunt-all-the-time strategy in the American League wild-card game?