ABSTRACT
On Thursday September 2nd 2004, George W Bush is pictured live on National television accepting the Presidential Nomination at the Republican Party National Convention at Madison Square Garden, New York City. The imagery around the Bush pledge in 2004 was non-specific. With the statement itself, it was intentionally conformist. Indeed, the pledge was merely the latest iteration of pronouncements, goals and targets that had featured since 2000 in relation to the Administration's ideological construct of an Ownership Society and its variants. The issuance of sub-prime mortgage products would increase to 90 per cent of all mortgages issued in the two years after the 2004 election campaign. A constant component of the eight years of the George W Bush Presidency, the type of imagery produced during this promotional push for minority homeownership reveals the mechanisms of political communication in its visual and more amorphous formulations. The American Dream Downpayment Fund was presented as a continuation of the HOME program.
