The Era of Big Nicknames is Over

As your standard news junkie, I have kept checking into all the various presidential firsts that we've experienced since Barack Obama assumed the office. We all could have a lively debate about the merits of any of our new president's actions, or the efficacy of any of his varied public appearances and televised speeches. Thankfully, for our comment moderator (the Cap'n) we don't have to worry about that here. In part, because plenty of other sites already exist for exactly that purpose. Mostly though because I won't even mention anything political in this post.

With most of the reaction to President Obama's remarks focusing quite rightly on what effects his plans will have on the ongoing economic crisis, a minor point that signaled the President's efforts to shift the culture of Washington went by unnoticed. Given that Obama's promises to bring a new attitude to national politics made up the heart of his campaign before the recession really hit this fall, I thought someone ought to mention how the tone coming out of the White House changed in a subtle but possibly significant way. President Obama has established a business-like and solemn tone he uses when speaking with the press, when interacting with them from behind the Seal of the President for the first time, he made the choice -rather pointedly in my opinion- to address everyone by their full and proper names. With this he put an end to the George W. Bush Era of Nicknames.

During Bush-43's tenure in office theories abounded about why the Commander-in-Chief seemed to treat everyone with the casual familiarity of a fraternity brother. Some seemed to believe that it only represented the natural inclination of people to show friendliness and camaraderie. In a way, President Bush only wanted to invite the press corps into his circle of friends. It certainly seemed as though he would have appreciated more chums in the media toward the end of his term. Other looked for deeper psychological meanings to the President's practice. Some thought he wanted to rename people and things (like the "Axis of Evil") as a way of demonstrating his power and dominion over them. Keep in mind that many cultures believe that renaming anything changes it on a spiritual level, a power usually reserved to gods. Drawing from that interpretation some even implied that Bush issued his new designations not just to assure himself of his own authority, but to see who would acquiesce to the new titles he bestowed. In a smartly written essay playwright/screenwriter David Mamet, describes the sorrowful consequences for any who surrender to a nickname:

The assignment of nicknames, the application of jargon is an understood tool for the manipulation of behavior. We know the quote "charismatic" boss who is making up "cute" and idiosyncratic names for his or her employees. "I alone know and I alone will assign you your name." This is a powerful (and impolite) tool. It is an arrogation of power and a useful diagnostic. For those who grin and tilt their heads to have their ears rubbed at the new name have surrendered their personality to the oppressor; they have given up their soul.

While I greatly doubt that every member of George W. Bush's cabinet felt as though a nickname cost them their soul, Mamet does illuminate the fact that nicknaming is a social act, meant to include those knowledgeable of the appellation and exclude those ignorant of its meaning. Regardless of his motivations, President Bush drew attention to his habit of gregariously distributing nicknames by jumping right into them from the very beginning of his presidency.

Conversely Obam began his presidency in a much more formal manner. If you check the transcript, you won't find any instances of Obama referring to anyone with a jovial moniker. At only one point does he even come close when he refers to Vice-President Biden, as Joe. To me this nicely demonstrates how Obama's attitude differs from his predecessor. He doesn't feel opposed to having nicknames; he just feels they should result from a relationship that's had time to define itself, more cognomens than nicknames really. President Obama has only begun his time in office and he seems willing to let the relationship he has with the press mature before labeling the reporters that will make up a major part of his life. I think he does this in the hopes that they will grant him sometime to define his presidency before branding him in the press.

So far Obama's tactic appears effective. His approval ratings remain high as the government continues to wrestle with the enormous problems of the day. Moreover he does seem set on changing the culture of Washington and continuing to do things differently than his predecessor, with the use of proper names only a small part of this strategy. What's next? Ending controversial practices? Taking questions from opponents? Attending an NBA game? With President Obama, all we can say for certain is that it is a new era.