爲希拉裏克林頓競選打造形象的人

To get a brief reprieve from the pressures of working in the White House, Kristina Schake, a former aide to the first lady, Michelle Obama, took a class about her favorite painter, Michelangelo Merisi da Caravaggio.

爲了從白宮工作的壓力中獲得短暫的緩解，第一夫人米歇爾·奧巴馬(Michelle Obama)的前助理克里斯蒂娜·舍克(Kristina Schake)選讀了一門課程，是關於她最喜歡的畫家米開朗基羅·梅里西·達·卡拉瓦喬(Michelangelo Merisi da Caravaggio)的。

She noticed that the Italian painter often showed Christ with bare feet, portraying his subject as a common man.

她注意到，這位意大利畫家經常讓基督赤着腳，把他描繪成普通人。

It was a lesson that informed Ms. Schake’s job in the East Wing when, as Mrs. Obama’s communications chief, she encouraged the first lady to take an undercover shopping trip to a Target in suburban Alexandria, Va., to showcase her dance moves on “Late Night With Jimmy Fallon” and to make a cameo at the Oscars.

這門課給她在白宮東翼的工作帶來了啓發。當時她擔任奧巴馬伕人的聯絡主管，她鼓勵第一夫人悄悄去弗吉尼亞州亞歷山德里亞郊區的塔吉特百貨(Target)購物；在《吉米晚間秀》(Late Night With Jimmy Fallon)上展示自己的舞步；在奧斯卡頒獎禮上擔任嘉賓。

Positioning a public figure is not exactly the work of a Baroque master, and a trip to Target does not a work of-art make. Nevertheless, the lesson from Caravaggio was clear in Ms. Schake’s approach.

爲公衆人物定位可不是卡拉瓦喬這位巴洛克大師的工作，去塔吉特百貨購物也不是藝術行爲。不過，從卡拉瓦喬身上學到的東西對舍克行事方式的影響很明顯。

Having helped shape Mrs. Obama’s public image into that of an accessible everywoman, Ms. Schake is about to face what may be her toughest challenge yet: working to get another first lady, Hillary Rodham Clinton, elected president.

舍克把奧巴馬伕人的公衆形象塑造爲平易近人的普通女人。現在，她可能面臨着生平最艱鉅的挑戰：努力幫助另一位第一夫人——希拉里·羅德姆·克林頓(Hillary Rodham Clinton)——當選總統。

Mrs. Clinton, who is expected to announce her candidacy this month, has brought Ms. Schake, 45, to her 2016 communications team to try to tackle an issue that dogged the 2008 Clinton campaign.

克林頓夫人可能會在本月正式宣佈參加總統競選（她已在12日宣佈第二次競選總統——編注）。她把45歲的舍克拉進自己的2016年競選聯絡團隊，以解決困擾她2008年競選的一個問題。

Back then, Mrs. Clinton’s advisers argued she should emphasize strength and experience, rather than her softer side, a strategic decision that Ann Lewis, a senior adviser in that race, has called the “biggest missed opportunity” in the failed 2008 primary contest against Barack Obama.

當時，克林頓夫人的顧問們認爲，她應該強調自己的力量和經驗，而不是溫和的一面。那次競選的高級顧問安妮·劉易斯(Ann Lewis)稱，那個戰略決策是導致克林頓夫人在2008年預選中輸給貝拉克·奧巴馬(Barack Obama)的“最大因素”。

Now, after two decades in the public eye, Mrs. Clinton must try to show voters a self-effacing, warm and funny side that her friends say reflects who she really is. In short, she must counteract an impression that she is just “likeable enough,” as Mr. Obama famously quipped in 2008.

如今，在受公衆矚目20年之後，克林頓夫人必須努力向投票人展現自己謙遜、溫暖、風趣的一面，她的朋友們說這纔是她的真性情。簡而言之，她必須消除只是“夠討人喜歡了”的印象——這話是奧巴馬2008年對她的著名諷刺。

As the campaign’s presumptive deputy communications director, Ms. Schake will be behind the effort to transport the Hillary Brand beyond paid campaign television ads, policy discussions and the requisite sit-down with a nightly news anchor.

舍克非常可能成爲希拉里競選團隊的副聯絡主管，她將在付費電視競選廣告、政策討論以及與晚間新聞主播的必要交談之外，尋找其他途徑幫助傳播希拉里品牌。

The daughter of a stay-at-home mother and a commercial airline pilot from Sonoma, Calif., Ms. Schake is best known for finding ways to communicate with Americans outside the coastal elite — a perspective Mrs. Clinton, who lives in Chappaqua, N.Y., and regularly commands a speaking fee of more than $200,000, will need.

舍克的母親是家庭主婦，父親是加利福尼亞州索諾馬一家商業航空公司的飛行員。她最擅長的是尋找與東海岸精英之外的美國人溝通的方法。這一點將是克林頓夫人所需要的——她住在紐約州的查帕科，發表演講的常規費用是20多萬美元。

That won’t necessarily mean she will mimic Mrs. Obama’s “Driving the Station Wagon” dance on late-night TV, but Mrs. Clinton could, for example, talk to the Food Network about dinners with girlfriends or discuss her yoga routines on a health and wellness blog.

克林頓夫人不一定要像奧巴馬伕人那樣，在深夜電視節目中跳“開旅行車”舞，但她可以在美食頻道談論與女友們外出就餐的情況，或者在健康博客上討論自己的日常瑜伽鍛鍊。

The proliferation of new ways to reach voters through multiple devices means “it’s not the same formula in politics that it was even just four years ago or eight years ago,” said Stephanie Cutter, a Democratic strategist and a deputy campaign manager for the Obama reelection campaign. “It’s about understanding people who are just living their lives and figuring out ways to fit a candidate into that, rather than vice versa.”

民主黨策略家、奧巴馬第二次參加總統競選時的副競選主管斯蒂芬妮·卡特(Stephanie Cutter)說，接觸選民的新方式在不斷增多，這意味着“如今的政治模式與四年前或八年前不同了”，“現在的模式是理解那些有自己生活的選民，想辦法讓候選人融入選民的生活，而不是相反”。

Ms. Schake, who declined to be interviewed for this article, first learned what resonates with a mass American audience from the man best known for “All in the Family” and “When Harry Met Sally.” In 1998 the actor and director Rob Reiner and his wife, Michele Singer Reiner, hired her to help with their push to pass a ballot initiative that would add a 50-cent tax to each pack of cigarettes sold in California to fund early childhood education.

舍克（她拒絕爲本文接受採訪）最初是從演員兼導演羅布·賴納(Rob Reiner)那裏學會如何與廣大美國觀衆產生共鳴的。賴納最出名的作品是《全家福》(All in the Family)和《當哈利遇見莎莉》(When Harry Met Sally)。1998年，賴納和妻子米歇爾·辛格·賴納(Michele Singer Reiner)聘請舍克幫忙推動通過一項公民表決提案——給加州出售的每包香菸增加50美分的稅，以資助早期兒童教育。

Mr. Reiner said Ms. Schake consistently reminded him not to veer from the predetermined script, which had an almost cinematic simplicity. “Every step of the way it was ‘the good guys are fighting the bad guys,’ ” Mr. Reiner said in an interview. “It was, ‘Do you want to support big tobacco or do you want to support little children?’ ”

賴納說，舍克不斷提醒他，不要偏離預定的行動計劃，它幾乎和電影情節一樣簡單。“那個計劃的每一步都是在表現‘好人在與壞人作鬥爭’，”賴納接受採訪時說，“就好像在說，‘你是想支持大型菸草公司還是幫助小孩？’”

The initiative passed despite the roughly $40 million the tobacco lobby spent to defeat it.

儘管菸草公司花了約4000萬美元進行遊說，這項提案還是通過了。

Mr. Reiner introduced Ms. Schake to Chad Griffin, a former aide in the Clinton White House who is now the president of the Human Rights Campaign. Mr. Griffin and Ms. Schake became best friends and together started Griffin-Schake, a Los Angeles-based public affairs shop. They handled media relations for Maria Shriver when she was the first lady of California.

賴納把舍克介紹給查德·格里芬(Chad Griffin)。格里芬曾擔任克林頓的白宮副官，現在是“人權運動”組織(Human Rights Campaign)的主席。格里芬和舍克成了好朋友，一起開創了洛杉磯公共事務公司格里芬-舍克(Griffin-Schake)。他們曾負責處理加州第一夫人瑪麗亞·施賴弗(Maria Shriver)的媒體關係。

Ms. Schake was one of the first people Mr. Griffin came out to, on the rooftop of the Standard Hotel in downtown Los Angeles. “She worked to get the story out of me and she got what she wanted,” Mr. Griffin said.

舍克是最早知道格里芬同性戀身份的人之一，那是在洛杉磯市中心的標準酒店(Standard Hotel)屋頂上。“她努力想從我這裏知道真相，她如願以償了，”格里芬說。

The battle for gay rights soon became the two friends’ focus when they became central players in the legal case against Proposition 8, the ballot initiative that barred same-sex couples from marrying. Ms. Schake prepared the plaintiffs for the crush of publicity, while also showing a mainstream audience that they were just ordinary committed couples.

很快，爭取同性戀權利成爲這兩個好朋友的關注重點。他們成爲反對8號提案(Proposition 8)的法律訴訟的主要參與者。這項公民表決提案禁止同性戀伴侶結婚。舍克幫原告們做好心理準備，應對公衆的壓力，同時向主流觀衆表明，他們只是普通的忠誠情侶。

A month before the Supreme Court dismissed the California measure, Ms. Schake persuaded Kris Perry and Sandy Stier of Berkeley, Calif., who had been together more than a decade, to pose for a feature in People magazine.

在最高法院駁回這項加州提案前一個月，舍克勸一對共同生活十多年的加州伯克利同性戀伴侶克麗絲·佩裏(Kris Perry)和桑迪·施蒂爾(Sandy Stier)爲《人物》(People)雜誌的一篇特寫拍照。

“I was really self-conscious about being the only really physically gay-looking one” of the plaintiffs, Ms. Perry said in an interview. She told Ms. Schake she thought she should change her hair or wear different clothes. “She just put her hand on my shoulder and said, ‘No, that is not going to happen,’ ” Ms. Perry said.

佩裏在接受採訪時說，“我是原告中唯一一個外表看起來像同性戀的人，我對此感到非常難爲情。”她告訴舍克，她覺得自己應該改變髮型或服裝。“她把手放在我肩上說，‘不，你不用改變，’” 佩裏說。

In 2010, Ms. Schake stepped back from the gay marriage fight to work for Mrs. Obama, a position for which Ms. Shriver recommended her.

2010年，舍克從爭取同性戀婚姻的活動中退出，開始爲奧巴馬伕人工作，這個職位是施賴弗推薦的。

She promoted Mrs. Obama’s “Let’s Move!” initiative to fight childhood obesity, spreading the first lady’s message with appearances on “The Ellen DeGeneres Show” and “Top Chef,” and in her famous “Mom Dancing” routine with Mr. Fallon, which generated 22 million views on YouTube.

她宣傳奧巴馬伕人對抗兒童肥胖的“讓我們動起來”(Let’s Move!)倡議，讓奧巴馬伕人在《艾倫秀》(The Ellen DeGeneres Show)和《頂級大廚》(Top Chef)上亮相。奧巴馬伕人與法倫跳的“媽媽舞”著名視頻在YouTube上被觀看了2200萬次。

“She was in California, so she didn’t have an ingrained Washington way of doing things, which I think let her take a fresh look at things,” said Susan Sher, the former chief of staff to Mrs. Obama who hired Ms. Schake.

“當時她在加州，所以沒有根深蒂固的華盛頓行事方式，我覺得這讓她能用新視角看待事情，”當時聘用舍克的奧巴馬伕人前幕僚長蘇珊·謝爾(Susan Sher)說。

Can Kristina Schake help Hillary Clinton come across as more than ‘likable enough’?After a position in the West Wing fell through, Ms. Schake joined L’Oréal USA as the cosmetics company’s chief communications officer. Dan Pfeiffer, a former senior adviser to Mr. Obama, said he thought Ms. Schake had “retired from politics” before the Clinton campaign called.

克里斯蒂娜·舍克能幫助希拉里·克林頓把形象提升到不只是“夠討人喜歡”的地步嗎？舍剋落選白宮西翼的某個職位之後，加入了歐萊雅美國公司(L’Oréal USA)，擔任這家化妝品公司的首席聯絡官。奧巴馬的前高級顧問丹·法伊弗(Dan Pfeiffer)說，他認爲，在克林頓夫人的競選團隊給舍克致電前，她已經“退出政治舞臺”了。

“She is happiest when she’s working on things like the marriage campaign,” said her older sister, Kori Schake, a prominent Republican who held a senior position on President George W. Bush’s National Security Council. “She was very much drawn to the historic opportunity to help Secretary Clinton.”

“她在爲爭取同性戀結婚權利等活動忙碌時最開心，”她姐姐科麗·舍克(Kori Schake)說。科麗·舍克是著名的共和黨人，曾在喬治·W·布什(George W. Bush)總統的國家安全委員會(National Security Council)擔任高級職位。“她對幫助前國務卿克林頓的這一歷史機會非常感興趣。”

The bipartisan Schake sisters stick together despite their political differences. Kristina Schake used to intervene whenever their parents’ liberal friends in Northern California tried to debate the Iraq War. “She’d say, ‘We’re so happy Kori is home for the holidays, please don’t make her do her job,’ ” Kori said.

儘管舍克姐妹分屬兩黨，但是關係依然親密。過去，每當她們父母的北加州自由主義朋友們討論伊拉克戰爭時，克里斯蒂娜·舍克都會打斷他們。“她會說，‘科麗能在節日裏回家我們很高興，請不要再讓她工作了，’”科麗說。

A relatively new New Yorker, Kristina Schake lives with her longtime boyfriend, an Albanian journalist she met in Rome. She frequently attends exhibitions of photography and art, and walks the streets listening to Bowery Boys podcasts about the history of the subway system. She will likely work out of the Clinton campaign’s headquarters in Brooklyn.

克里斯蒂娜·舍克對紐約還比較陌生。她和相伴多年的男友住在一起。她男友是一位阿爾巴尼亞記者，他們是在羅馬相識的。她經常參觀攝影展和藝術展，走在街上會收聽鮑厄裏男孩(Bowery Boys)在podcast裏關於紐約地鐵系統歷史的廣播。她很可能會在位於布魯克林的克林頓夫人競選總部工作。

It remains to be seen whether veteran Clinton aides will empower newcomers like Ms. Schake and whether Mrs. Clinton will be open to trying new things that could prove risky. Ms. Schake will work under her friend Jennifer Palmieri, a former White House communications director who also worked in the Clinton Administration. Other veteran Clinton aides, including Mandy Grunwald, will also advise, particularly about Mrs. Clinton’s backstory.

克林頓夫人的資深助理們是否會授權給舍克等新來者，克林頓夫人是否願意嘗試可能有風險的新事物，一切仍需拭目以待。舍克將在她的朋友珍妮弗·帕爾米耶裏(Jennifer Palmieri)手下工作，帕爾米耶裏是前白宮聯絡主管，也曾爲克林頓政府工作。克林頓夫人的其他資深助理——包括曼迪· 格倫沃爾德(Mandy Grunwald)——也將提供建議，特別是關於克林頓夫人的背景故事。

A person familiar with Clinton camp discussions who could not go on the record before the campaign’s official start said Mrs. Clinton does not need a “life coach,” and that Ms. Schake’s value will be to figure out new ways to spread the former Secretary of State’s central message of lifting the middle class.

一位熟悉克林頓夫人陣營討論的人士說，克林頓夫人不需要“生活教練”，舍克的價值將在於尋找傳播這位前國務卿的主要理念——提升中產階級——的新方法。在競選正式開始前，這位人士不便透露身份。

To that end, Ms. Schake, whom Anita Dunn, a former White House communications director, described as “an island of tranquillity and calm when everything is going crazy,” often sits in on early strategy and policy meetings, in addition to typical powwows about communications and press coverage.

因此，舍克除了參加典型的關於通訊和新聞報道的會議之外，還經常列席早期戰略和政策會議。前白宮通訊主管安妮塔·鄧恩(Anita Dunn)說，舍克“在一切都變得瘋狂時依然保持安寧平靜”。

No matter how effective Mrs. Clinton’s message, voters tend to have an intangible hankering when it comes to presidential candidates. “You have to feel a person’s warmth and humanness, because you’re going to see them in your living room for four years,” said Mr. Reiner, a longtime Clinton supporter.

不管克林頓夫人的理念多麼打動人，投票人似乎對總統候選人有一種無形的渴望。“你必須能感覺到候選人的溫暖和人情味，因爲未來四年你將經常在客廳的電視裏看到他們，”賴納說。他是克林頓夫人的長期支持者。

That’s easier said than done in the throes of a campaign when even genuine acts can seem like political posturing. In 2008, critics accused Mrs. Clinton of pandering when she cried in a diner in New Hampshire and downed a shot of whiskey in Indiana.

這說起來容易，做起來難。在競選的痛苦掙扎中，甚至連真實的舉動也可能被看做政治姿態。2008年，克林頓夫人在新罕布什爾州的一個小飯館裏大哭，在印第安納州一口氣喝下一杯威士忌，這些被批評家們指責爲故作姿態。

“When you see Hillary Clinton alone, she’s a good old girl,” Mr. Reiner said, echoing the familiar lament that voters just don’t know the real Hillary. “She likes to have a beer and laugh.”

“你單獨與希拉里·克林頓見面時，會發現她是個友善的大姐，”賴納說。這與我們經常聽到的惋惜相似：選民只是不瞭解真實的希拉里。“她喜歡喝啤酒，喜歡大笑。”