Louise Krasniewicz, an American media anthropologist gave a fascinating keynote at the recent Melbourne University Superheroes conference Titled “True Lies Superhero: Do we really want our icons to come to life?” it rehearsed many of the themes from her great book Why Arnold Matters? She has been studying Schwarzenegger as a cultural icon for over 20 years and has some fascinating insights into his recent emergence as politician. (For more information check out her Arnie hypertext project).
She made the point that even the serious media was obsessed with merging the movie characters Arnold has played, his movie star persona and his emergence as a politician in coverage of his campaign in the Californian recall election. They did this by relying on easy recourse to “Governator” imagery and commentary. This is still the case, as she showed with a recent clip from a California daily on the governor’s falling poll ratings. After 12 months in office this story - which has nothing to do with movie star Arnold - is still illustrated by a Terminator still.
An article in this morning’s Sydney Morning Herald showed this very clearly and even imposes the action man figure into local NSW politics.
What can NSW learn from Arnold Schwarzenegger? When it comes to energy it may be a fair bit. After booting out the Democrat governor Gray Davis for taking California’s energy system to near collapse, The Governator stormed in and has begun the essential rebuilding of the state’s electricity system….With the focus and vigour of his most famous screen character, Schwarzenegger recently made public a 10-point plan for a modern 21st century energy system. Some in the old guard urged him to focus only on supply oriented alternatives for keeping the lights on in the country’s biggest state. However, his plan relies on a combination of new and old, of supply and demand.
The story is actually about the success of sophisticated multiple rate devices which encourage consumers to use cheaper energy during off peak periods but what is fascinating about the piece is the portrayal of governor Schwarzenegger as an action hero: it’s all about his kinesthetic body: he “booted out” Gray Davis then he “stormed in” and started “rebuilding”. The inescapable paradox of this language comes in the next sentence which explicitly references “the focus and vigour of his most famous screen character”. What was the result of this Terminator like vigour: a ten point plan, which is not an action response but a typical bureaucratic response. So while we are treated to an image of the heroic Schwarzenegger doing something new this action sequence masks his actual response which is typically cautious and orderly.
The other fascinating thing is that this op-ed piece is written by someone who has an interesting pedigree herself: “Cathy Zoi is group executive director of Bayard Capital, a private investment group. She was previously chief executive of the NSW Sustainable Energy Development Authority and chief of staff of Environmental Policy in the Clinton White House.” The Bayard group is now running a trial of the metering devices in NSW. So while this is situated as an op-ed piece on policy options from a former government policy advisor it is essentially using the Arnie factor as a celebrity endorsement for a scheme her company hopes to convince the NSW government to take-up.
Both Zoi’s position with the group and Bayard’s involvement in NSW are mentioned in the article and the connection is there to be made by careful readers. But like the contradiction between the imagery of the governator and the reality of his political actions, the blur between Zoi as policy wonk and policy salesperson are also blurred by this kind of journalism
