Hillary's pop culture problem

There are two levels of referencing pop culture. The first and easiest is to simply reference an image. This is what Sen. Hillary Clinton did with her "Sopranos" spoof (a sight gag referencing the "Sopranos" finale) and, in a slightly more complicated manner, with the Nicholson endorsement. Spots like these resonate because the viewer recognizes the images. They're "in" on the joke. (For a parallel in commercial media, check out DirecTV's TV spots, which recreate footage from popular movies.) The spots also have a secondary purpose: To convey that Hillary is attuned to popular culture. That she's "cool" without air quotes.

The problem with Hillary's references, though, is that they're all negative symbolism. The "Sopranos" spot may have made headlines, but the underlying emotion of the referenced scene was anxiety and trepidation. What's the implication? Bill and Hillary's family might get murdered? Bill and Hillary are mobsters? Chelsea can't parallel park?

The problems continue with the recent Nicholson endorsement. Hillary's adopting the aegis of the most over-the-top authoritarian to not only pump her image as a tough chief executive, but also poke fun at the image of the aggressive alpha male. This is some seriously exaggerated footage, and it almost works. The problem, again, is the character choice. Hillary's invoking psychotics. A deranged serial killer trying to poison a city. An alcoholic, axe-wielding murderer. A colonel who endorses corporal punishment. If Hillary's just going for the endorsement,  why muddy the waters with Nicholson's characters?

In borrowing pop culture to make political arguments, Hillary's trying to argue that while she may not be as youthful and energetic as Obama, she's just as hip as the senator from Illinois. But by using such awkward references, she's proved the opposite.