I'm intrigued by the Utne Reader cover this month. It features a smiling Obama, sporting sunglasses, pointing at the potential reader with the caption "Yes, You Can." For the uninitiated, Utne Reader is a progressive, self-helpish magazine that is often sold in health food stores (as well as bookstores)--it calls itself "are digests of independent ideas and alternative culture. Not right, not left, but forward thinking." Despite its self-description, its demographic is decidedly liberal.
S E M I O B A M A
Sunday, January 11, 2009
Utne is one of more than a dozen magazines, counting those with special inauguration issues, with Obama on the cover this week. But it's the only one that makes an appeal to cool. The sunglasses and the inclusion of "You," suggests that the magazine is appealing to its progressive audience through the idea that they can be part of what Obama represents and what that represents is cool.