“Cookie Mom-ster,” “Mom in Chief,” and “Sugar Mommy” : [de-] constructing ideal femininty of Presidential candidate wives

Abstract

A 2004 New York Times’ article regarding the role of potential First Ladies at political conventions wrote, “The public will someday accept a fully independent first lady, Ms. Gibbons predicted, 'I don't see how we can go backwards.’'' (Purnick, 2004) That isn’t to say, however, we have continued moving forward. Perpetuating the trend that began two decades ago, in 2012 both Ann Romney and Michelle Obama delivered speeches at the Republic National Convention (RNC) and Democratic National Convention (DNC) respectively. Prompting a continued study of the first lady include not only Michelle Obama’s self-titled “Mom-in-Chief” speech or the ever present role of fashion and the First Lady, but also her permanent role as the candidate’s feminine counterpart and its close management demand examination. To be sure, this thesis comes at a time of significant importance, with Hillary Clinton vying for the 2016 Democratic Presidential nomination. I agree with past scholars that presidential spouses, as part of the presidential institution, have ushered in a level of public power not previously possible for women (Anderson, Campbell, Jamieson, Sheeler, et al). However, the power of the first lady is constrained by feminine expectations that prevent the emergence of a fully independent first lady. We should question the limitations of the spousal role and challenge the discourses that create those limitations, as they hinder the realization of a fully independent first lady. Since 1992, nearly every spouse has given a public address at the presidential nominating convention, with all candidate wives from 2000-2012 taking part. The emergence of this campaign trend has prompted communication scholars to call for the expansion of research surrounding these speeches (Brown, 2012). Scholars have previously noted that first lady campaign discourse provides a sandbox in which our country experiments with various levels of first lady independence (Parry-Giles, 1996, Campbell, 1998, Anderson, 2002). That is to say, how the wives consistently talk about themselves, their husbands and the country, as well as how the media reports on the potential first lady during coverage of convention oratory, sheds light on the national tone of feminine ideologies. Therefore, I contend that a genre exists governing first lady convention speeches which, along with the mediated discourses surrounding these speeches, constructs and reinforces the ideal femininity of the First Lady. As a result, the hegemonic masculinity of the presidency is further reified with important consequences for our ability to accept an independent first lady which makes it more difficult to accept a woman president. This thesis examines the dual role of the feminine ideal of US first ladies and the masculinity of the presidency. Examining the generic constraints of 20 years of presidential candidate wives convention speeches and the associated media coverage will uncover dominant themes that aim to vilify certain wives—for their speech style and content—and celebrate others. By assessing what points of struggle we witness in these discourses, we note opportunities where first ladies and potential first ladies challenge these generic constraints and have the potential to reveal shifts and expansions in the discourses. The result may lead to a new understanding of gender in relation to the presidency.