This article originally appeared on Media Matters.
Have we ever seen a presidential campaign be so open about trying to unveil a candidate makeover the way we’ve seen Donald Trump’s team tip off his new look in recent days?
Huddling with nervous Republican elites, Trump’s senior aide Paul Manafort recently assured them the candidate’s “image is going to change,” according to a New York Times report. “You’ll start to see more depth of the person, the real person. You’ll see a real different way,” Manafort stressed, according to the Associated Press. Trump to date has been “projecting an image” and “the part that he’s been playing is now evolving,” the aide guaranteed members of the Republican National Committee.
No equivocation here: Trump’s changing gears, and the person you’ve seen up to now has been putting on an elaborate act.
Trump Models His Campaign After Professional Wrestling
The attempted image makeover comes as Trump battles historically awful favorable ratings heading into the general election season.
But the brazenness — the openness — of the move is startling simply because the Trump campaign seems to fear no backlash from the press for orchestrating an image makeover. And so far, Trump aides appear to be right. Because unlike previous instances when pundits and reporters thought they caught prominent candidates trying to change their stripes (especially when Al Gore and Hillary Clinton were the media targets), most of the press hasn’t erupted to denounce Trump for being a would-be charlatan. They haven’t cried out about his lack of genuineness.
Ladies and Gentlemen!
The President of The United States
The President of The United States
And...
The First Lady
Melania Trump, First Lady
(Or First Centerfold?)
Melania Trump, First Lady
(Or First Centerfold?)
Trump's Immigrant Slovenian Wife (And Nude GQ Model) Gives First Interview
His Uncouthness,
The Churl-Boor
Animating The Fallen Angels Of Our Nature
The Churl-Boor
Animating The Fallen Angels Of Our Nature
The fact is, much of the political press has spent the last nine months touting Trump’s supposed authenticity and praising his allegedly candid campaigning style. But now faced with evidence to the contrary, and faced with evidence coming directly from Trump’s campaign, the same press corps seems unwilling to puncture the previous Mr. Authentic storyline. The press seems unwilling to admit that perhaps they’ve been duped by Trump and the “image” he projected.
Even after noting the candidate’s pending image change, National Public Radio stressed, “Still, a subdued, presidential Trump will likely continue to be a unique brand of presidential candidate.”
So even if Trump transparently sheds a new political skin, he’ll still be a “unique brand.”
All of this runs contrary to the Beltway press’ well-established rules: If you attempt an image makeover during the campaign season, you will be ridiculed as a phony and a fraud and as someone who’s surrounded by so many overeager handlers that you’re incapable of understanding who you really are.
For the campaign press, there really is no greater sin than being a phony; than being out of touch with your core beliefs. (Even Mitt Romney got singed by the press in 2012 when he was seen as trying to pull off a costume change mid-campaign.)
Those have been the clearly marked ground rules. But for Trump? Apparently those rules don’t apply the same way, because his campaign is trying to retool the candidate’s image, yet the move hasn’t received instant and outraged pushback from the press.
In fact, the media subtext I’m picking up is that Trump is smart to try to alter his image; that it’s a savvy move on his part to better position himself for the general election.
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