ABSTRACT
One major challenge facing Senator Barack Obama over both the primary campaign and general campaign was whites’ racist framing and perception of him. As a newcomer to the national political scene, Obama faced the daunting task of establishing an appealing public persona while simultaneously mounting a highly scrutinized push for the country’s highest office. Unlike his chief opponent for the Democratic nomination, Senator Hillary Clinton, Obama had not had years in the public eye to restructure and morph his public image into one that already resonated well with a large cross-section of voters. Similarly, unlike his Republican challenger Senator John McCain, Obama did not enjoy a national reputation as a “maverick” known for his supposed independence and willingness to break with the party line. On the contrary, many voters were unfamiliar with Senator Obama when he launched his historic campaign for the presidency in 2007. On the one hand, this newness enabled Obama to position himself as a presidential candidate who could change Washington, D.C. for the better. On the other hand, however, his lack of long-term national exposure meant that he and his campaign faced the challenge of introducing him to most voters while he simultaneously convinced them that he would be the best choice for president.
