On Sunday, October 10th, 2004, the New York Times
Magazine featured an article with the cover title,
“Really, What Does He Think? John Kerry and the
Post-9/11 World” (Bai 2004). On the cover
of the magazine was a serious-looking photo of Senator Kerry,
superimposed with keywords such as “Terrorism,” “Iraq,” “Al Qaeda,”
“Multilateralism,” “Nuclear proliferation,” and so on. While the
article itself was intriguing, even more intriguing was the
magazine's attempt to capture Kerry's core ideas on American
national security with the use of keyword graphics—namely, the
keywords on the cover, placed in what appeared to be a random order
around the photo of Kerry, and the underlining of “John Kerry,”
“terrorism,” and “Americans” in the inside title. Catchy graphics,
but hardly an accurate depiction of the keywords that might actually
represent Kerry's thinking on American national security. And, for
all the comparison made in the article itself with President Bush's
stance on national security, where were the graphics for George W.?
(They did not emerge in the next New York Times
Magazine.) The magazine was, nonetheless, making an
important point: that words (and the ideas they represent) are
emotive—particularly in the highly charged climate of the 2004
presidential campaign.I am grateful
for comments and suggestions from Andrew Bailey, Diane Maurice,
David Mayhew, and Frances Rosenbluth. I am also grateful to the
Georg Walter Leitner Program in International and Comparative
Political Economy (Yale Center for International and Area
Studies) for funding that initiated this article, and to Mina
Moshkeri (LSE Design Unit) for her assistance in preparing the
graphs.