Why Symbols Shape Political Campaigns

Reality fanatics vs. symbols fanatics

By Antonio Nunez*

ON THE TV SCREEN, the passionate crowd sang submerged in a sea of crimson flags. “Look, Grandma, look at how beautiful our red flag is”, I cried. I was literally jumping up and down from the joy of seeing the Spanish national soccer team appearing in the grass field.

My grandmother went mad. Grabbing me violently by the shoulders, she stared at me with terrified eyes. “For the rest of your life… don´t ever, ever repeat that word again!¨, she yelled. She realized then that I was trembling. “Kid, you don´t say… that R-word, you want to say colored”. I was confused: colored could be any color. “Obey. You will understand when you grow up”, she said pointing at me with her index finger.

As a Spaniard, I grew up in a culture that, fifty years after the end of the Spanish Civil War, was still violent, polarized and radicalized. Coexistence and respect were not easy, even among members of the same family. My grandfather was a policeman during the Franco dictatorship. My great uncle, on the other hand, was a Republican who had lost the war against Franco’s front. He was a political prisoner, forced to waste away most of his life in the Puerto de Santa María penitentiary.

My great uncle was a so-called “rojo”, a red or, as my grandmother wanted me to say, a “colored”.

These past few days, we have been immersed in an important debate around the use of words and symbols in America. President Obama’s use of the N-word in an interview, in which he talked about racism and discrimination, has been controversial. For some people, the context of the conversation legitimated the use of the word. For others, the term should never be used, under any circumstance, and the President committed a terrible mistake by doing so. Another controversial conversation around the topic of symbols is the Confederate flag, still waving in the State Capitol of South Carolina. For some, this flag stands for many noble Southern traditions. For others, it’s a symbol of white supremacy and segregation. Last, the LGBT community finally getting from the Supreme Court the equal right to the most symbolic ritual in modern society: marriage.

Millions of citizens felt the urge to join the debate, especially in social and traditional media were they were trending topics. But no matter how intense and passionate these debates have been, there are still many leaders who do not take them seriously.

Too many politicians, CEO´s, journalists, celebrities and opinion leaders prefer to ignore symbols.

There is the “Fanatic of reality” type of leader: people who understand that the symbolic world is dissimilar from the real world and not intimately intertwined. These “fanatics of reality” disregard debates around symbols as anecdotal “emotional issues” that should not distract society from dealing with “real, tangible problems”. They find debates around symbols a waste of time and social energy. Americans should not be debating around flags or words, but about the economy.

Then there is the “Conspiratorial theory” type of leader, those who consider symbols as distraction weapons, used by obscure groups of interest to manipulate the masses. They understand that participating in debates around symbols is a symptom of ignorance, gregarious behavior or lack of intellectual rigor. Serious people shouldn’t be trapped in conversations around flags.

There is also the third kind of anti-symbolic leader, an even more selfish type: the politician or leader who believes that not taking sides in the debate, by not making their opinion public, will not lose any potential ally or vote.

I have worked with words and flags, symbols and rituals and archetypes and metaphors in different countries. I have learned that these storytelling tools are key to all cultures.

Symbols are not mere embellishments or sentimental memorabilia; they are cultural fuel that embodies the past and help shape the future of societies.

As storytelling animals, humans need symbols in order to dream, to be able to connect with others and to work and live together. Culture, a precious connective tissue, is ever-evolving; a corpus of stories and symbols that need to be continually reshaped by people.

One of the most popular memes around the Confederate Flag

Therefore, these discussions around the evolution of symbols are healthy and necessary. As a society with many contrasts, America cannot afford to ignore these strategic conversations, no matter how harsh, radical or polemic they might become.

On the contrary, what I find unhealthy is the myopic or selfish reaction of some leaders, from Presidential candidates to prestigious journalist, avoiding to participate in the debates surrounding these symbols.

Given the number, frequency and high voltage of these types of debates, and how quickly they become trending topics in America, I believe that one of the overarching stories of this upcoming 2016 Presidential campaign will be the coexistence of differences in this nation and the need to update many symbols and rituals. Candidates will need to work on proposals and ideas on how to heal historical wrongs, how to foster tolerance, conviviality, and inclusiveness among the varied races, religions, and identities of this wonderfully multicultural nation. Those Presidential candidates with vague or elusive answers to the use of national symbols and those who try to manipulate them in their benefit are not only lacking solutions to the problems or being irresponsible; they are also making a big political mistake.

My Spanish grandmother never got to experience the freedom of speech enjoyed in this country. I learned from her that words, flags, and rituals can help to heal the wounds of a nation… or to reopen them. If the power of storytelling through symbols can accomplish so much, our political leaders should not ignore their moral duty to construct social cohesion through them. They better give symbols the importance and respect they deserve for the good of this nation.

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*About the author:

Antonio Nunez is an author, speaker and brand strategist specialized in Storytelling. For ideas and tips on storytelling and communication, you can join his free newsletter at antonionunez.com or follow his Twitter @AntonNunez

Communication Strategy Consultant, Author, and Storytelling Teacher at Domestika.com. More at antonionunez.com

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