The release of the documentary Melania, which is about what the wife of Donald Trump was busy doing during the lead-up to his second inauguration, has been met with a predictable chorus of critical carping. Most if not all of which I’m sure is well deserved. Yes, the film itself was a $40 million bribe that Amazon founder Jeff Bezos was making to the Trump family in order to curry favour. And I’m sure it’s every bit as bad and soul destroying a movie as reviewers have been saying. Here’s Mark Kermode, a reliably level-headed Everyman: “It’s horrible. It’s the most depressing experience I’ve ever had in the cinema and I’ve seen A Serbian Film, I’ve seen Cannibal Holocaust. I’ve never felt this depressed in my life in the cinema.”
That may be a fair take, but Melania is not a unique phenomenon. The way celebrities use their money and power to shape the public presentation of their lives is a subject I’ve been banging on about for years. Most recently I talked about how the tennis player Naomi Osaka was being lionized by the media for her attempt to assert “narrative control” of her public image, and related it to other sports figures like Tom Brady, Michael Jordan, and Venus and Serena Williams who had all been the subject of documentary and autobiographical films they had also been involved in the production of. As I put it then:
Everyone wants that kind of control. But who has that privilege? Only the most powerful. Billionaires. Those with “massive social-media followings.” Celebrities who own their own media companies.
Melania Trump is another figure in the exact same mold, and served as a producer on Melania. As I said over ten years ago in a post on celebrity biographies:
Whatever or whoever the subject, the same rules of the dance apply and the “sausage-making process” does its job. There’s nothing sinister or even wrong with that, but you have to always keep it in mind any time you’re getting access to a source that has a clear interest in spinning a story a particular way. Which is to say, any source. The story you’re hearing is the one they want you to hear. It may be true, but that’s beside the point.
I find the way people try to draft celebrities or billionaires onto different political teams ridiculous. Some rich and powerful people may be slightly better than others, but none of them are the friends or (shudder) “allies” of the common people, and their program when it comes to trying to “control the narrative” of how they are presented in the media is always exactly the same. To call it whitewashing or propaganda or advertising for their personal brand should go without saying. No one should be surprised at what Melania is like, not because of the kind of person Melania Trump is but because they’ve already seen this movie and read this book countless times already. If you’re not seeing or reading something that someone doesn’t want you to see or read then it’s just an ad.








