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Hillary’s image overhaul highlights double standard for female politicians

Hillary Clinton announced her run for the president in a highly produced campaign video.
Hillary Clinton announced her run for the president in a highly produced campaign video.
/Hillary Clinton campaign announcement video

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When Hillary Clinton launched her presidential bid last weekend, she sent a clear message: this time, things will be different.

But many have noticed that the biggest difference is Hillary herself. Appearing warm and smiling in her new campaign video, Clinton invites voters to help her help the middle class. It’s a softer version of Clinton than many news-watchers are used to. Her personality polishing is being credited to political image consultant Kristina Schake, who most recently helped Michelle Obama become the “everywoman” that she is today.

Unlike their male counterparts, female politicians face a host of requirements on the way to the office. Whenever a female candidate is discussed, the candidate’s appearance frequently enters the conversation.

While image consultants are usually called on to help any candidate make important fashion decisions, Hillary faces an entirely different set of standards: she must be identifiable to voters while still maintaining an image of strength, capable of competing in a male-dominated field.

Today, Take Two spoke with political image consultant Patty Cisneros, founder of Corporate Icon, about the hurdles Hillary Clinton will have to leap before breaking that final glass ceiling.

Press play above to hear Alex Cohen’s conversation with Patty Cisneros.

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