By Jackie Hogan
Lincoln, Inc. is an interesting exam of the makes use of and abuses of the 16th president's photo in the United States at the present time. even if in political campaigns, blockbuster movies, college pageants, or tender drink ads, using the Lincoln photo finds who we predict we're as a kingdom, and who we would like shall we be. Lincoln, Inc. : promoting the 16th president -- Mr. Lincoln's coattails : advertising and marketing, memorabilia, and presidential tourism -- Packaging the president : Lincoln biographies -- Telling fictions : Lincoln in literature, tv, and picture -- What may Lincoln do? : the 16th president in twenty-first century politics -- 'A' is for Abe : educating Lincoln -- Lincoln lower than glass : the good emancipator in American museums -- promoting Lincoln : who will we imagine we're?
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Additional resources for Lincoln, Inc. : selling the sixteenth president in contemporary America
Example text
These words, from Lincoln’s most famous speeches, appear in up to 90 percent of the biographies in the sample. 5. Lincoln Anecdotes: Change over Time. Packaging the President: Lincoln Biographies 41 letters, legal papers, and minor speeches, from records of meetings, and even from recollections of personal conversations. Scholars have analyzed Lincoln’s words in minute detail for insight into his political philosophy, his religious beliefs, his character, his executive skills, his rhetorical gifts, and his inner conflicts, among other things.
We can draw useful insights here from sociologist Emile Durkheim’s studies of religion. Durkheim argued that religion brings communities closer together in two important ways: it provides an opportunity to articulate shared norms and values, and it engages people in collective action. From this Durkheimian perspective, the veneration of Abraham Lincoln, as a kind of civil religion, serves these same purposes. It allows us to reflect on our national ideals through certain rituals like visiting Lincoln sites or celebrating Lincoln’s birthday.
On the one hand, any and all commodification of the Great Emancipator is a form of veneration, not only of the man but of the nation as a whole. On the other, commodifying Lincoln transforms him into a hollow symbol that is endlessly and callously exploited. Both perspectives provide insights into the ways that we use Lincoln today, and both require us to ask ourselves some uncomfortable questions. In commodifying Lincoln—whether to sell bobble heads or sleeping pills, life insurance or hotel rooms—are we losing Lincoln?