President Chen Shui-bian (陳水扁) is the master of spin. When he was the mayor of Taipei City, Chen dressed up like Michael Jackson and Superman at a New Year's Eve party. As president, he has published a book about his first year in office. By unveiling the workings of his administra-tion, Chen and his team successfully introduced an issue-oriented campaign in last December's legislative election.
Early this month, right before the second anniversary of his presidency, Chen launched another image-building campaign by publishing a photo collection entitled President A-bian: Up Close and Personal. The behind-the-scenes photos were released, according to Chen, to open a door to the public. In other words, to deconstruct the presidency.
When Taiwan was under martial law, the president was an unassailable totem and instrument of power. But now replacing the aura of mystery surrounding the presidency is part of the process of making the position more transparent.
Chen's effort to build a personable image was also manifested in his tour of the country. You can find Chen's footsteps in all corners of Taiwan. Wherever he travels, you can see him embraced by the people. Some say that he has touched a record-breaking number of hands in Taiwan. Even Newsweek described Chen as the most photographed man in Taiwan.
A-bian has also set a number of other precedents as president -- he's the first president to be fathered by a tenant-farmer and to have grown up in poverty; the first to issue an electronic newsletter and talk to the public over the Internet; the first to ride a bike to work.
These facts don't make him better than any of his predecessors, but they do demonstrate that authoritarian rule has come to an end and a new age of Taiwan-style democracy and presidential leadership has arrived. Chen's attempt to make the presidency a more public arena has also encouraged a new style of presidential leadership: appealing directly to the public.
That Chen's approval rate has risen to nearly 60 percent after two years of ups and downs indicates that this strategy is working. Chen favors public addresses and personal appearances and tours, but obviously he and his team have developed other ways of getting their message across.
Chen now must also use his bargaining powers to win support in the Legislative Yuan and develop a mechanism to coordinate his policy ideas with the Cabinet and to persuade the legislature to accept his proposals.
As Taiwan heads toward the next stage of democratic consolidation, the public will be more critical about politicians' morality as well as performance. Hence, the art of appealing to the public encompasses not just the old rules of embracing the rank and file but, more importantly, living up to the public's expectations. Chen will have at least another two years to show his worth.
Liu Kuan-teh is a Taipei-based political commentator.
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