Melania Trump appears poised to be a larger campaign presence for President Donald Trump’s reelection bid. This follows the 2016 presidential election, where Mrs Trump was criticised for shying away from appearances, citing the need to be home in New York City with her son Barron, who was 10 years old at the time. However, in a devastating blow to the First Lady, experts have noted that she doesn’t have the same “joie de vivre” as her predecessor Michelle Obama, which may hurt her appeal to voters.
Kate Bennett, the author of Melania’s unauthorised biography, spoke about how in the past the First Lady typically uses their positions to raise funds during a presidential campaign.
She said: “Rosalynn Carter, Barbara Bush, Laura Bush and Michelle Obama were all competent surrogates for their husband’s campaigns, whether to raise money for the candidate or the party, or to rally voters.
“Mrs Obama even earned the nickname, ‘The Closer’, for her ability to seal the deal those on the fence.
“It’s not easy to be funny on the fly, like Michelle Obama could be during late night TV interviews, or to have the kind of presence Jackie Kennedy had.”
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She continued: “To be fair, we don’t hear enough from Melania Trump for me to judge at this point.
“And, to be fair, Jackie Kennedy was awkward at first but she grew into the role of First Lady and genuinely enjoyed it.
“I don’t see that same joie de vivre from Melania, but it could surface.”
In 2016, Mrs Trump turned down requests for appearances during the 2016 campaign so often that campaign advisers eventually stopped asking, according to a former aide.
She continued: “They can poke fun at their husbands and bring them down to earth, both behind closed doors and for voters.”
Ms Bennett pointed to the ability to humanise the President as something Melania has developed in her three years as the First Lady.
According to a source familiar with the campaign’s strategy, this is a skill she will use as the campaign ramps up.
Katherine Jellison, professor of history at Ohio University and an expert on First Ladies offered further insight: “Trump fans already like her and will respond positively. She will probably be most effective in talking to voters who already also like her husband and not those who are on the fence or are sceptical about him as a candidate for reelection.
“I don’t think she has crossover appeal for people who aren’t already in the Trump camp. She shines when she’s with children and she seems much less aloof.”