pseudo event (11. 910)

Planned, planted or incited—and retroactively described as the above or more commonly as a media event by Marshal McLuhan and others, the first in the history of a US presidential campaign occurred on this day in 1924, conceived by master propagandist and public-relations pioneer Edward Bernays, in the form of a breakfast at the White House hosted by incumbent Calvin Coolidge attended by a retinue of Broadway luminaries. Considered rather groundbreaking to stage a “non-event” to improve a politician’s public image (Coolidge was considered dour and retreating, nicknamed “Silent Cal” by association with celebrities), Coolidge was re-elected for a first full-term in his own right eighteen days later, having succeeded to the presidency in August of the previous year due to the sudden death of Warren G Harding.