Analyzing a Contemporary Mythology: "make America Great Again"

Mariah Fluegel

ENGL 3000

Carter

November 7, 2016

Contemporary Mythologies Assignment: “Make America Great Again”

By generalized internet definition a contemporary phenomenon refers to any events during the present time that can be seen and or studied, a fact or situation that is observed to exist or happen, especially one whose cause or explanation is in question. Currently, the most relevant contemporary phenomenon that comes to mind when this is brought into question would be the saying commonly known as “Make America Great Again”.

 “Make America Great Again" is a campaign slogan used in American politics, most predominately featured in Donald Trump's 2016 presidential campaign. However, it was first created in 1979 when the United States was suffering from a declining economy at home marked by stagflation (in economics, it means a portmanteau of stagnation and inflation, is a situation in which the inflation rate is high, the economic growth rate slows, and unemployment remains steadily high), it was prominently first used in Ronald Reagan's 1980 presidential campaign. The slogan was also used by former President Bill Clinton, although he later referred to the statement as a “racist dog whistle” during the 2016 election (One News Page). Trump applied to trademark this specific slogan in 2012, and used it during his 2016 presidential campaign, particularly by wearing merchandise (the infamous red hat) bearing the phrase.  

Mythologies is a 1957 book by Roland Barthes which he is examining the tendency of contemporary social value systems to create modern myths. Barthes looks at the semiology of the process of myth creation, updating a system of sign analysis by adding a second level where signs are elevated to the level of myth.

In a similar example to the American campaign slogan, writer Roland Barthes describes French red wine in the same fashion, relating the wine as a contemporary phenomenon, only for the French people. Barthes describes the image that has been built up around red wine and how it has been adopted as a French national drink, it is seen as a social equalizer and the drink of the proletariat, partly because it is seen as blood-like (referencing the Holy Communion) and points out that very little attention is paid to red wine's harmful effects to health, but that it is instead viewed as life-giving and refreshing- 'in cold weather, it is associated with all the myths of becoming warm, and at the height of summer, with all the images of shade, with all things cool and sparkling.’ (Barthes).

Much along the same lines of the wine and French people, the slogan “Make America Great Again” is of equal status to American citizens. Essentially, at this current place America is in with the election, it can be considered a movement of monumental proportions, regardless of whether it has positive or negative connotations. Confidentially, it can be proclaimed that if the slogan is spoken to any American, within a reasonable age, will know the connections linked to this slogan, significantly its connection to Donald Trump’s bid for the presidential campaign. VP nominee Mike Pence and Trump’s campaign partner said when he and Trump pull into a venue greeted by huge crowds and long lines, Trump has often said to him, “This is a movement, and it's about this country.” (Marcus). As the wine, itself did this campaign slogan is becoming a very deeply rooted sense of self. The Americans in support of Donald Trump gain this direction of thinking because of the media mostly. With everything from protests, presidential candidates campaigning against one another with hateful advertisements, the stigma around police brutality, and the treatment of African American males in this country has left many Americans thinking that Trump’s promise to do away with the bad and make us a proud country again is why this slogan is quickly becoming a increasingly popular campaign statement. The slogan provides a similar warmth, as the wine did on frigid nights, it says to people “Well America is all beat up and out of shape right now, but Trump can make it a worthwhile country again.” Others, not in support of Trump have adopted the ideal (similar to the fact the red wine was extremely unhealthy according to Barthes) that his slogan adopts the attitude of falsity. Some people make remarks that what Trump really wants to say is “Make American White Males in Charge Again” and expressing the attitude of how could America become great again when it never really was in the first place?