Obamas’ picture-perfect net strategy leaves media out

The Obama image machine is serving up a stream of words, images and videos that invariably cast the President as commanding, compassionate and on the ball. You'll have to look elsewhere for bloopers, bobbles or contrary points of view.

A photo of the Obamas hugging that was released on Election Day 2012 has become the world's most popular tweet on Twitter. A dressed-up version of Barack Obama's State of the Union speech, packed with charts and graphs, is huge on YouTube. A playful picture of the president cavorting with a 3-year-old in a Spiderman costume is a favourite online.

In-this-file-photo-President-Barack-Obama-gives-his-State-of-the-Union-address-during-a-joint-session-of-Congress-on-Capitol-Hill-in-Washington-AP

It's all courtesy of the Obama image machine, serving up a stream of words, images and videos that invariably cast the president as commanding, compassionate and on the ball.

In this world, Obama's family is always photogenic, first dog Bo is always well-behaved and the vegetables in the South Lawn kitchen garden always seem succulent.

You'll have to look elsewhere for bloopers, bobbles or contrary points of view.

Capitalising on the possibilities of the digital age, the Obama White House is generating its own content like no president before and refining its media strategies in the second term in hopes of telling a more compelling story than in the first.

At the same time, it is limiting press access in ways that past administrations wouldn't have dared, and the president is answering to the public in more controlled settings than his predecessors.

This screen grab from the White House flickr feed shows a playful picture of Obama cavorting with a three-year-old in a Spiderman costume. AP