This is Why Obama is a 'Deft Manipulator of the Media'

© AFP 2023 / Jim Watson US President Barack Obama looks through a virtual reality device at the booth of German automation company ifm electronic as he tours with the German chancellor the Hanover industrial Fair in Hanover, central Germany, on April 25, 2016
US President Barack Obama looks through a virtual reality device at the booth of German automation company ifm electronic as he tours with the German chancellor the Hanover industrial Fair in Hanover, central Germany, on April 25, 2016 - Sputnik International
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Barack Obama's record as president of the US has been "dismal," yet he has mostly received positive press coverage; in addition, his policies both at home and abroad have been surprisingly absent from the 2016 presidential campaign, retired USA Today White House correspondent Richard Benedetto asserted.

Benedetto offered two reasons to explain why Obama has managed to dodge criticism so far.

© AFP 2023 / MANDEL NGAN John Kasich and Donald Trump
John Kasich and Donald Trump - Sputnik International
John Kasich and Donald Trump

First, "Donald Trump's bombastic candidacy is a huge distraction and often blocks out or obliterates more-substantive issues," he noted in an opinion piece for the Wall Street Journal. "As for Bernie Sanders and Hillary Clinton, they both are angling for a third consecutive Democratic administration, so are not eager to criticize" the president.

Second, Obama, according to the political commentator, is "a deft manipulator of the media," who heads "a savvy public-relations machine."Obama's PR team is so good that it succeeded in marketing the president "like a Hollywood celebrity, a role he obligingly and successfully plays."

The team's key strategy involves placing Obama "in as many positive news and photo situations as possible," while dispatching a member of his administration to handle challenging issues. "That way the problems don't appear to be Mr. Obama's problem, and he is free to bask in the good news," Benedetto explained.

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True, Obama has received his share of criticism. The Republicans have never missed an opportunity to flay the president for his strategy in Syria or the nuclear deal with Iran, for instance. But at a time when nearly 50 percent of Americans disapprove of the way Obama is handling his job, his negative media coverage remains fairly limited.

Those reporters who try to provide a point of view that is different from the one offered by the White House are, according to the commentator, "cast by the administration as spoilsports or, worse, cut off from sources."

The nuclear deal, Benedetto noted, is a prime case in point that illustrates how the Obama administration handles its relations with the media and gets its message across – unchallenged.

"The administration's easy orchestration of the media story line about the Iranian nuclear deal, recently revealed by Deputy National Security Adviser Ben Rhodes, only scratches the surface of the White House's skill at managing a media happy to be managed," Benedetto pointed out.

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