BOOKER AND WARREN ANNOUNCE CANDIDACY: IT'S THE SITE THAT COUNTS

     It was February 1, 2019, on a somewhat overcast day in Newark, New Jersey, temperature 20 degrees. And there was Senator Cory Booker facing his indistinguishable house, wearing a shirt opened at the neck and no overcoat. But did that seem to unnerve the Senator?  Not on your life. Even the fence behind him or the cars on the street didn't seem to bother him, either. Let's face it: was this the kind of ambience that most people announcing their Presidential candidacy would  find acceptable? No way.

     Senator Booker was at home, both literally and figuratively, and that's exactly what he wanted.  After all, he was still that same working - class figure, one that defined both his person and spirit; this was still his neighborhood where he learned the principles  that formed his mission and behavior.

  Here was visual proof, at least, that Senator Booker could withstand most discomforts, including the weather, the setting and the sniffling as he fended off a cold. What counted was that Booker was pursuing a greater good. The physical surroundings may have been cold, but this man's determination was hot. The scene also conveyed strength and humility. No fancy house or neighborhood for Senator Booker. 

What a simple, smart, and inexpensive way to get a message across: pick a site and circumstances that become a visual symbol. That is, if you're running for President of the United States. 

     On December 31, 2018, Elizabeth Warren selected a similar symbol to announce an exploratory committee regarding her run for President: she gave a speech in her own kitchen. Like Senator Booker, her site was simple, informal, personal and heart-felt. Although her comments were more middle-class in tone, there was enough working-class sentiment to send a message. The accompanying video about her life was on-point as well.

     Senator Warren's actual announcement for President came on February 9 in Lawrence, Massachusetts. Site of an historic textile mill, the speech served as an effective method of combining middle and working -class principles.The site also became a place where the Senator could tell actual stories about the women's struggle for a union, in addition to stressing her theme of  the fight that lay ahead. As she said, "This is the fight of our lives. This is our moment to win... It will be united by the values we share." ( This particular comment was also echoed by President Obama in his 2016 State of the Union Address.) 

     The use of a site to establish a theme and set a tone is important, although most candidates resort to traditional methods, like Kamala Harris did with her speech behind a podium in a hall filled with supporters.  Yet, their enthusiasm carried the day. Contrary to this, Kirsten Gillibrand announced her candidacy via the non-traditional  Stephen Colbert Show in a one-on-one conversation. Perhaps this was too simple a site and had no visual themes providing a context. Her "speech" would have had to be extraordinary to make up the differences. Unfortunately, it wasn't.

     A few days ago, on February 10, Amy Klobuchar announced she was running for President in circumstances oddly similar to Cory Booker's. She was standing alone, facing supporters on Boom Island (Minneapolis, Minnesota ) in the middle of a snow storm. Her mantra proclaimed that " We don't let a little snow stop us"  got the message across through an act of nature. She was tough, absorbing the discomfort like Senator Booker did. Her rebuilding of the bridge that had collapsed nearby years ago reminded people of her commitment to this particular neighborhood, recalling Senator Booker's connection to his own community as well.

     Strong sites and physical circumstances make strong statements (specifically for Senator Booker and Senator Klobuchar ). It's hard to forget candidates who are fighting the bitter cold and a snow storm.