Brand W. Shows True Colors

We’ve all known for years Republicans are capitalist bourgeois pigs, but this week I finally stumbled upon verifiable proof in a link on the Republican National Committee homepage. The linked site—so nuanced in its absurdity—proves undoubtedly the Republican Party is but a crass, commercialistic machine: The George W. Bush Online Store (www.georgewbushstore.com).

The site’s theme is embodied in its logo, a blue and red highway sign for “Interstate W’04.” The welcome page superimposes this logo onto a picturesque image of the open country road underneath crystal blue skies—presumably in attempts to conjure up the Zen of the poised W. presidency and the limitless potential on the horizon of boundless “compassionate conservatism.” Of course, the irony of the picture is that the empty road—and I say “empty” because ultimately this is a callously empty image—beckons you to click and enter and buy lots of useless patriotic, yet stylish, crap.

This site is so offensively devoid of meaning, I can’t help but wonder if perhaps the webmaster is secretly a scornful Democrat. The store allows you to shop according to the W. product line that suits your personality: the indescribably tacky “I stand with President George W. Bush” T-shirts, mouse pads, golf balls and glass tumblers; the “Across America: W’O4” interstate collection of magnets, racing T’s, sweatshirts and—believe it or not—cufflinks; the sleek monochromatic “W” line complete with sterling belt buckles, microfiber jackets, running shorts and tote bags for your modern businesswoman on the go; the country western line of bandanas, bolo ties, leather coasters and, of course, cowboy hats; and finally, the sporty and stylish “Kid Gear,” which patronizingly advertises, “Kids: They know the ABCs and their PRESIDENT!” and includes such gems as W. football jerseys, infant bibs and “toboggan” hats. Please notice, also, the line of smiling purebred, suburban Republican preteens at the top of the “Kid Gear” section; subtlety never was this President’s strong point.

It is difficult to peruse the site without getting into semiotics. Sure, it’s just fundraising, yet somebody is cashing in on it. I can’t help but feel this site sums up a Presidency so glossy smooth in presentation yet so ruthlessly empty at its core. This is the Presidency that brought us “No child left behind” education legislation while ducking the question of funding, slashed environmental regulations while promoting the virtues of forest fire prevention in Oregon, and rammed through a top heavy tax-cut while giving empty lip service to social security and prescription drug benefits. And despite the image of a partisan neutral, fearless leader protecting us from evil abroad, this MBA president has spent most of the past months playing Fundraiser-in-Chief—and filling that role in an unprecedented manner—mercilessly campaigning to ensure absolute rule of his Party’s agenda. Republicans outspent Democrats three to one on this month’s election.

So where does the George W. Bush Online Store fit in? Is this a sign of a new politics of marketing? Perhaps. But bear in mind what they tell us in the fine print at the bottom of the page: “Founded in 1984, the Spalding Group [the licensee of the store’s merchandise] has been the principal supplier for the last five Republican presidential nominees.” As sick and as obscenely commercial the web site is, they are indeed the same products—in concept if not in form—by the same old people who’ve been sculpting the image of Republicanism for the past two decades.

In fact, this is “politics as usual”—just with a terribly trashy makeover. It’s no wonder cynicism looks so appealing in comparison.

—BENJAMIN J. TOFF