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Title : "'Be best' at what?"
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"'Be best' at what?"

"The First Lady’s spokeswoman, Stephanie Grisham, casts the blurriness of the Be Best campaign as a strength, 'something unique.' 'She has not narrowed her platform down to just one topic, as has been done in the past,' Grisham said, on CNN. 'Mrs. Trump wishes to help the next generation by creating change through awareness on a variety of issues.' Be best: Is it a competitive challenge to kids? (Yikes!) A benediction? A Yoda-esque mantra? It has a Trumpian tinge, a view of life as a competition divided into winners and losers.... Donald Trump’s emptiness revealed itself over decades in the media glare. But Melania, a former model, has long embraced vacancy as an aesthetic. She has the creepy, objectified opacity of a doll, or a robot—a shimmer of the uncanny valley. Her willed passivity may be the strongest expression of her agency. She is an avatar of blankness, a mute queen. Standing behind a podium in the Rose Garden, her husband in the audience, Melania spoke slowly, with practiced inflections; she sounded like an actor reading from a script that she didn’t quite understand...."

From "The Childlike Strangeness of Melania Trump’s 'Be Best' Campaign" by Katy Waldman at The New Yorker.

I haven't read the "Be Best" booklet. Is it a booklet? A website somewhere? But I can honestly say I haven't a clue what it means other than some idea of striving for excellence. What's weird about it is the absence of "your" before "best." We can't all be best, even if lots of us are tippy-top excellent and we work really, really hard. That's not enough if we aren't the best? I'd say it's "best" to give up and not play that competition.

But if "your" were there, "be" would seem wrong. The colloquial expression — not that Melania has any feeling for colloquial English — is "Do your best." But I guess that didn't seem strong enough. I did my best is something we often say lamely. And it seems to provoke the response, "Sometimes your best is not good enough." Isn't that a famous quote? The internet seems to credit Winston Churchill with the line, "Sometimes doing your best is not good enough. Sometimes you must do what is required."

Do what is required. Maybe some future first lady will use that. No, of course not. In America, you'd get a first lady going with "Do your own thing" before "Do what is required." We prefer freedom to being told what to do. And yet, you could have your own personal goals, and "Do what is required" would be nothing more than a prod to figure out the means to that end — your end — and get it done.

But Melania's mystifying slogan doesn't have the action word "do." Her verb is "be." Maybe it's not about achieving at all. Just "be." Maybe it's more hippie that "Do your own thing." It's "Be here now." We can have a Be-In. The notion of "best" melts away. It's all best.

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