“You lie.” Say it with me; say it out loud in your home or at work in front of your computer. Yell it with conviction. Good taste and decorum be damned.
Never before in the history of American politics has two simple words meant so much to the recognition and identification of a U.S. Congressman. Or for that matter Senator, President or any politician. Two simple words perfectly placed uttered in the most prestigious of forums in the most vilifying of manners. On September 9th 2009, Congressman Joe Wilson (R-SC) made his presence know the world with those two small but powerful worlds. Up until that point, less than 1% of the American population could have told you anything about Congressman Joe Wilson. Fast forward 1 week, and the man is practically a household name.
Look at that shit eating grin. That is the smug face of a marketing madman.
Was it staged? Was it the brainchild of G.O.P. leader Michael Steele? Or perhaps an idea contrived by a Conservative Washington Think Tank? Was it a true and visceral emotional response by an outraged congressman? Truth of the matter is that no one knows, no one cares and quite frankly no one gives a shit. The cause is always far less important or regarded than the effect. The only thing that matters now is that Congressman Joe Wilson has become the figurehead for the conservative party and “You Lie” has become its war cry.
What did Congressman Wilson do when he said those words? He branded himself. He created an instantaneous and remarkable identity that has carried throughout the mass media with the speed and veracity of a California wildfire. There are corporations that pay $5 million dollars for a 30 SECOND ad during the Super Bowl and have far less return. By yelling 2 simple words, Congressman Wilson became the Coca-Cola or Microsoft of the Republican party. He’s a T-Shirt and a YouTube Video and an infomercial all wrapped into one smug son of a bitch.
In a world where Government elections are decided by Q factor, public recognition and the number of registered voters you can get to sign up for text alerts, Congressman Wilson has scored a coup. The likes of which we have not seen for some time. Politics aside, I have to tip my hat off to the crazy bastard. Seriously, there are about 434 other Senators who wish that they had the forethought and testicular fortitude to think of doing the same thing. Even the Deomcrats are wondering why in the hell they hadn’t done such an outburst when President Bush was laying out the groundwork for invading Iraq. Love him or hate him, agree or disagree, Congressman Wilson has mad crazy skills as marketing guru. You don’t have to like him but you sure as hell have to respect him.
Sure there exists the slight possibility that there was no forethought to the matter, that he just up and yelled it because it was a gut reaction to what he thought was a con on the American public. I’m less inclined to believe so, but even still. Even if it was an ‘uncontrolled motor response’, the inner workings of that mans mind ( synapses working at lightning speed, the subconscious brain producing a level of cause and effect / risk vs. reward scenarios) understood what was happening even if he himself did not. Deep down it was known what would happen when those words flew out of his mouth through the calls of Congress and into the eyes and ears of the ravenous media craving American public. The alternative to is that this was a well planned calculated decision. Either way someone somewhere knew the end game to this opening salvo. They knew what was as stake and they knew the reward. In the end, two small words created a new Conservative Icon.
Ladies and Gentlemen, f or your viewing pleasure, I present to you the next Senator from the great state of South Carolina…. you know him, you love him…. “The Distinguished Gentleman, Mr. Wilson.” Congrats to you sir! Well played.
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As Brendan Behan once said: “There is no such thing as bad publicity”.