The biggest lesson Obama failed to learn from Bush
When crisis strikes, you've got to at least look like you give a damn
![Barack Obama George W. Bush](https://cdn.mos.cms.futurecdn.net/8gAqagvwZpsYKWovH8nGTi-415-80.jpg)
President Obama surely has more than 99 problems — but here's one: He doesn't feel the need to even look like he gives a damn, even as parts of the world all but crumble on his watch.
Obama is obviously smart and emotionally evolved — and maybe that's why he's embraced the "no drama" ethos so tightly. He never looks worried. His face never evinces concern. His voice never quivers. His body language doesn't change. At all. He walks at the same languid pace regardless of the situation.
You might think this evenness is a good thing. Sometimes it is. But if there's a pressing geopolitical problem, it's not a good look for Obama to seem as unperturbed as he is on a Hawaiian holiday.
Subscribe to The Week
Escape your echo chamber. Get the facts behind the news, plus analysis from multiple perspectives.
![https://cdn.mos.cms.futurecdn.net/flexiimages/jacafc5zvs1692883516.jpg](https://cdn.mos.cms.futurecdn.net/flexiimages/jacafc5zvs1692883516-320-80.jpg)
Sign up for The Week's Free Newsletters
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
This is a lesson that Obama should have learned from his predecessor.
For all the substantive issues with George W. Bush's administration, there were also some major public relations miscues that caused Bush tremendous problems too. Among the largest was the aftermath of Hurricane Katrina. President Bush later admitted it was a "huge mistake" not to go to Louisiana. "I should have touched down in Baton Rouge, met with the governor, and walked out and said, 'I hear you. We understand. And we're going to help the state and help the local governments with as much resources as needed,'" Bush told Matt Lauer in 2010.
There were plenty of other optics problems before Katrina. There was President Bush's dazed reaction after learning about the terrorist attacks of 9/11, and his baffling decision to continue reading My Pet Goat to schoolchildren. There was the scene shown over and over as part of the Fahrenheit 9/11 trailer, where Bush said: "I call upon all nations to do everything they can to stop these terrorist killers. Thank you." Then, holding up a golf club, Bush added: "Now, watch this drive."
Optics matter. Affect matters. When crises rage, when people suffer, you have to look like you understand the urgency and import.
This is a lesson Obama has failed to learn.
As Michael Shear reported in Sunday's New York Times, "As smoke billowed from the downed Malaysian jetliner in the fields of eastern Ukraine on Thursday, President Obama pressed ahead with his schedule: a cheeseburger with fries at the Charcoal Pit in Delaware, a speech about infrastructure, and two splashy fundraisers in New York City."
The potential for jarring split-screen imagery was clear. Reports of charred bodies and a ground-to-air missile attack from Eastern Europe dominated television screens while photographers snapped pictures of a grinning Mr. Obama holding a toddler at the restaurant. The presidential motorcade was later filmed pulling up to Trump Place Apartments, the Riverside Boulevard venue for his first fundraiser. [The New York Times]
And how did the White House respond?
"It is rarely a good idea to return to the White House just for show, when the situation can be handled responsibly from the road," said Jennifer Palmieri, the White House communications director. "Abrupt changes to his schedule can have the unintended consequence of unduly alarming the American people or creating a false sense of crisis." [The New York Times]
The problem, of course, is that acting like you give a damn shouldn't be inflated or phony or schmaltzy. It's actually part of the job. Saying the right things at the right times matters. Showing up matters, too.
Bush should have gone to Louisiana, just like Obama should have gone to the Texas border — where a real-life humanitarian crisis involving Central American children is taking place. Instead, Obama went to Texas but skipped the border — dining on barbecue and raising money for Democrats.
Chris Matthews put it well a few years ago when he said of Mayor Giuliani,
Now, Rudy's the ultimate street politician. He was there on the curb when 9/11 struck. He had soot on his face. He seems like he doesn't have a ranch or a place to go to. He's always there, right in your face, dealing with reality. I think that's what — with all his aggravations and personality stuff and roughness — I think that's what people are looking for: Somebody who's clear and present and right there answering our questions, not rolling disclosure, telling us what a committee's gonna tell us.
Obama and his team were long lauded by the media and politicos alike for their "no drama, Obama" insouciance. The shtick is brilliant. By acting as if nothing is ever a big deal, they signal to the media and the public that there is nothing to see here.
That works until it doesn't. There's plenty to see here. And instead of looking above the fray, Obama now looks like he's just apathetically unaware that there even is a fray.
Create an account with the same email registered to your subscription to unlock access.
Sign up for Today's Best Articles in your inbox
A free daily email with the biggest news stories of the day – and the best features from TheWeek.com
Matt K. Lewis is a contributing editor at TheWeek.com and a senior contributor for The Daily Caller. He has written for outlets including GQ Politics, The Guardian, and Politico, and has been cited or quoted by outlets including New York Magazine, the Washington Post, and The New York Times. Matt co-hosts The DMZ on Bloggingheads.TV, and also hosts his own podcast. In 2011, Business Insider listed him as one of the 50 "Pundits You Need To Pay Attention To Between Now And The Election." And in 2012, the American Conservative Union honored Matt as their CPAC "Blogger of the Year." He currently lives in Alexandria, Va.
-
Ukraine's Olympians: going for gold in the line of fire
Under the Radar Hundreds of the country's athletes have died in battle, while those who remain deal with the psychological toll of war and prospect of Russian competitors
By Harriet Marsden, The Week UK Published
-
'Democrats now have a chance to present a vigorous, compelling case'
Instant Opinion Opinion, comment and editorials of the day
By Justin Klawans, The Week US Published
-
What has Kamala Harris done as vice president?
In Depth It's not uncommon for the second-in-command to struggle to prove themselves in a role largely defined by behind-the-scenes work
By Theara Coleman, The Week US Published
-
How could J.D. Vance impact the special relationship?
Today's Big Question Trump's hawkish pick for VP said UK is the first 'truly Islamist country' with a nuclear weapon
By Harriet Marsden, The Week UK Published
-
Biden, Trump urge calm after assassination attempt
Speed Reads A 20-year-old gunman grazed Trump's ear and fatally shot a rally attendee on Saturday
By Peter Weber, The Week US Published
-
Supreme Court rejects challenge to CFPB
Speed Read The court rejected a conservative-backed challenge to the way the Consumer Financial Protection Bureau is funded
By Peter Weber, The Week US Published
-
Arizona court reinstates 1864 abortion ban
Speed Read The law makes all abortions illegal in the state except to save the mother's life
By Rafi Schwartz, The Week US Published
-
Trump, billions richer, is selling Bibles
Speed Read The former president is hawking a $60 "God Bless the USA Bible"
By Peter Weber, The Week US Published
-
The debate about Biden's age and mental fitness
In Depth Some critics argue Biden is too old to run again. Does the argument have merit?
By Grayson Quay Published
-
How would a second Trump presidency affect Britain?
Today's Big Question Re-election of Republican frontrunner could threaten UK security, warns former head of secret service
By Harriet Marsden, The Week UK Published
-
'Rwanda plan is less a deterrent and more a bluff'
Instant Opinion Opinion, comment and editorials of the day
By The Week UK Published