Image refers to the public’s perception of an individual or institution. In the case of public figures image can be shaped by posture, language, clothing, family and through associations with other persons. British politicians from Margaret Thatcher to Gordon Brown and David Cameron have all undergone makeovers in order to become more appealing to potential voters.Gordon Brown has changed from his time as Chancellor to his current role of Prime Minister; transforming from ‘a serious, brooding Scotsman, with his less orderly hair, crumpled suits and gnawed fingernails’ (BBC, 2007) into a serious, stiff Scotsman, with tamed locks (it’s possible Boris!!), tailored suits and well, I haven’t checked his fingernails lately, though it is a very tough habit to kick! Sporting a set of glisteningly white teeth (though in typical ‘celebrity’ fashion denies having any work done) and even occasionally opting for a more casual look, Brown has sought to soften his solemn image for a more approachable, down to earth character.
Families play a tremendously important role in making politicians seem more ‘human’ and in tune with prevailing values and morals. In fact, the British public is almost fearsome of the politician who doesn’t comply with this ‘family man’ role; Brown was rumoured to be gay prior to his marriage to, ironically, a PR executive who has been cited as an important driver behind her husband’s makeover.
In spite of the growing value placed on image development and management, a lot still has to be said for good ol’ personality. Bless his heart for all the attempts Gordon Brown has made to improve his appearance, but somehow I feel just as awkward watching him during a presentation as I do when I’m introducing someone whose name I can’t remember.
Reference
BBC (2007). Profile: Gordon Brown. [online] Available from:<http://news.bbc.co.uk/1/hi/uk_politics/5238202.stm> [Accessed 10 March 2009]
No comments:
Post a Comment