It took a few days, but I finally ran into the perfect piece to describe the Stephen Colbert for President phenomenon.
Think of political press corps as that fat kid from Willy Wonka & The Chocolate Factory, Augustus Gloop. For too many journalists, the lure of the Colbert candidacy is akin to Wonka’s river of chocolate, the one that lured the candy-loving Gloop into the deep end and got him stuck inside the tubes. The press already seems to do everything it can to avoid covering campaign substance. Instead, it pursues trivia such as haircuts, and laughs, and cleavage, and parking tickets, and head movements, and marital sleeping habits, and chiseled good looks, and cats, and accents. It’s clear that the allure of a saccharine story like Colbert’s running gag is simply too tempting.
That’s because the press has decided to cover presidential candidates as celebrities, as personalities. This media phenomenon became enshrined during the 2000 contest, when the press announced that presidential campaigns were no longer about how candidates might function as presidents; what they might actually do as commander in chief. Instead, campaigns were about personalities — which candidate was fun to be around and which one was authentic. The approach is thriving today. Look at the latest research findings from the campaign trail: “Just 12% of stories examined were presented in a way that explained how citizens might be affected by the election,” according to Editor & Publisher magazine. “And just one percent of stories examined the candidates’ records or past public performance.”