Does image matter in politics? This is what I was asked recently by Tom Levitt, News Editor at MSN. In replying, I have teamed up with my friend and colleague Suzanne Tongue, a bona fide American citizen, so that we can give a British/American perspective on the subject. Suzanne runs her own executive style consultancy in the Washington area, having recently moved back to the States after living here for some 10 years.
Here is a summary of the published article.
Gordon Brown's had a makeover. Something that might have sounded strange a decade or so ago has now become an accepted part of modern politics. Just look at some of the most successful politicians of recent years - Tony Blair, Barack Obama, David Cameron - all of them work hard on being presentable.
"It might sound shallow," said a Liberal Democrats spokesman. "but appearances can be important and most people tend to make snap judgments based on how a person looks, even if they're not aware they are doing it."
But just how important is a politician's image and why? We asked image consultants Lucinda Slater, of Best Foot Forward Style Consultancy and Suzanne Tongue, of Stylecapital to give us their expert opinion.
Q: Why is image important?
A: No one likes to talk about image, but everyone has one. We are primarily visual creatures and we react strongly to visual cues – which is why image is important. Our image is an essential part of our reputation. Aligning the two helps us come across as credible. Politicians need to be believed, so that is why getting their image right is absolutely crucial.
In the United States George Bush deliberately cultivated a "cowboy" image. This may have endeared him to his Texas constituency, but it made him very unpopular in other States and other parts of the world.
Barack Obama’s image is extremely polished, and conveys sobriety, integrity and trust. Picture him at his inauguration speech in his impeccable dark suit, white shirt, and classic tie. Now try to imagine that same speech if he were in an ill-fitting trench coat, or lacked a tie. Even if we can’t explain it to ourselves, there would have been a "disconnect" – it would have been harder for people to have taken him seriously as a leader.
Q: Do people really judge politicians on appearances?
A: A carefully considered image is not about trying to change people’s minds. It is about conveying respect – for the office, for the occasion and for us, the voters. And yes, people do notice that.
When New York Governor Eliot Spitzer was forced to resign as governor of New York for his indiscretions, he appeared on the podium in a dark, sober suit, with his wife at his side, dressed in a light blue suit and pearls. People were still angry with him; no minds had been changed. However, they did feel that he was taking this issue seriously. Had he appeared in khakis and his wife in jeans and bling, we would have felt "taken", cheated.
Q: Have you noticed politicians paying more attention to appearances?
A: Gordon Brown’s makeover, called "Project Gordon", involved him whitening his teeth, cutting his hair and softening his austere image to try to make him appear more approachable.
In the US the “return to Camelot” look cultivated by Barack and Michelle Obama signals a return to taking the office of president seriously. In the 80s and 90s, the casual atmosphere of Silicon Valley allowed Americans to get away with more, to flaunt their non-conformity.
In our current climate, this does not feel right, nor does it inspire confidence. Interestingly, perhaps we Brits think that we can get away with idiosyncratic dressing a bit more. We have a long history of wonderful characters who have flouted convention. That may be why Boris Johnson’s "buffoon-like" appearance is tolerated.
Q: Is it working?
A: David Cameron uses his clean-cut image to convey honesty and openness. Obama does the same. Is it working? Call us in four years!
A: No one likes to talk about image, but everyone has one. We are primarily visual creatures and we react strongly to visual cues – which is why image is important. Our image is an essential part of our reputation. Aligning the two helps us come across as credible. Politicians need to be believed, so that is why getting their image right is absolutely crucial.
In the United States George Bush deliberately cultivated a "cowboy" image. This may have endeared him to his Texas constituency, but it made him very unpopular in other States and other parts of the world.
Barack Obama’s image is extremely polished, and conveys sobriety, integrity and trust. Picture him at his inauguration speech in his impeccable dark suit, white shirt, and classic tie. Now try to imagine that same speech if he were in an ill-fitting trench coat, or lacked a tie. Even if we can’t explain it to ourselves, there would have been a "disconnect" – it would have been harder for people to have taken him seriously as a leader.
Q: Do people really judge politicians on appearances?
A: A carefully considered image is not about trying to change people’s minds. It is about conveying respect – for the office, for the occasion and for us, the voters. And yes, people do notice that.
When New York Governor Eliot Spitzer was forced to resign as governor of New York for his indiscretions, he appeared on the podium in a dark, sober suit, with his wife at his side, dressed in a light blue suit and pearls. People were still angry with him; no minds had been changed. However, they did feel that he was taking this issue seriously. Had he appeared in khakis and his wife in jeans and bling, we would have felt "taken", cheated.
Q: Have you noticed politicians paying more attention to appearances?
A: Gordon Brown’s makeover, called "Project Gordon", involved him whitening his teeth, cutting his hair and softening his austere image to try to make him appear more approachable.
In the US the “return to Camelot” look cultivated by Barack and Michelle Obama signals a return to taking the office of president seriously. In the 80s and 90s, the casual atmosphere of Silicon Valley allowed Americans to get away with more, to flaunt their non-conformity.
In our current climate, this does not feel right, nor does it inspire confidence. Interestingly, perhaps we Brits think that we can get away with idiosyncratic dressing a bit more. We have a long history of wonderful characters who have flouted convention. That may be why Boris Johnson’s "buffoon-like" appearance is tolerated.
Q: Is it working?
A: David Cameron uses his clean-cut image to convey honesty and openness. Obama does the same. Is it working? Call us in four years!
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1 comments:
I couldn't agree more about the suits. They do instil confidence and respect. I never thought Tony Blair looked very confident with hands in his jeans pockets!
Perhaps, with the suits, we're entering an era of more serious politics?
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