Like what you've read?

On Line Opinion is the only Australian site where you get all sides of the story. We don't
charge, but we need your support. Here�s how you can help.

  • Advertise

    We have a monthly audience of 70,000 and advertising packages from $200 a month.

  • Volunteer

    We always need commissioning editors and sub-editors.

  • Contribute

    Got something to say? Submit an essay.


 The National Forum   Donate   Your Account   On Line Opinion   Forum   Blogs   Polling   About   
On Line Opinion logo ON LINE OPINION - Australia's e-journal of social and political debate

Subscribe!
Subscribe





On Line Opinion is a not-for-profit publication and relies on the generosity of its sponsors, editors and contributors. If you would like to help, contact us.
___________

Syndicate
RSS/XML


RSS 2.0

Personality vs policy

By Ian Nance - posted Tuesday, 23 July 2013


During this present election campaign, it is my opinion that Australian politics has left behind those times when party policy was the main determining factor up for deep consideration, and instead has moved more to a focus on the personality of a party's leader, much as in the American style.

This is quite understandable because now we live in the era of image advertising where attitudes are shaped by presentation and brand. This means that very often, less thought is given to analysis of the full content or implication of what is on offer, not just for products, but also of choices about concepts - the 'quick fix want-it-now' mentality will often come to the fore..

This is particularly strong in news television coverage where the personality of the person speaking on behalf of a party can mould the overall national opinion about that group.

Advertisement

Despite the old adage "don't judge a book by its cover", or the logical caution not to form an opinion of people just on their appearance, a personality identified strongly with a political party can create an impact by that very appearance.

This can include things such as facial features including whether the face is lined, careworn, or smooth and healthy-looking, their hairstyle, chubbiness, eye shape and colour, any tendencies towards a shifty gaze, whether their voice sounds authoritative, knowledgeable, whining, or eloquent, and the general style of their clothing – whether it is passive, extroverted, fashionable, and also whether it truly suits the wearer (no pun intended)..

Much of this is really body language, which plays an important role in how a person's message is received. That has the overall effect of leading to how convincing that speaker may appear.

There is the factor of the credibility about a person's media image, for which Tony Abbott may be condemmned strongly during his numerous photo opportunities where he comes across strongly as 'The Great Pretender'.

One minute he is an assembly line production worker, the next a barista, then a fish processor, possibly a construction site worker complete with hard hat and flouro vest, or a truck driver.

All images which reinforce his lack of objective focus or dedication to any firm stance. He is a victim of the party's image manipulators (or possibly his own inadequacies?), but all of these give him a suitable platform for a short dogmatic verbal message.

Advertisement

Gillard was similar, tending to involve closely in pretentious 'photo ops'.

In truth, photo ops.bring strong overtones of falsity to any political candidate foolish enough to believe that such images will evoke symbiosis.

A "photo op." can be a risky propaganda element if it presents the candidate in anything other than their true lifestyle or does not reveal an attitude to various issues. It is not just a convenient tool for the manufactured message.

  1. Pages:
  2. Page 1
  3. 2
  4. All


Discuss in our Forums

See what other readers are saying about this article!

Click here to read & post comments.

4 posts so far.

Share this:
reddit this reddit thisbookmark with del.icio.us Del.icio.usdigg thisseed newsvineSeed NewsvineStumbleUpon StumbleUponsubmit to propellerkwoff it

About the Author

Ian Nance's media career began in radio drama production and news. He took up TV direction of news/current affairs, thence freelance television and film producing, directing and writing. He operated a program and commercial production company, later moving into advertising and marketing.

Other articles by this Author

All articles by Ian Nance

Creative Commons LicenseThis work is licensed under a Creative Commons License.

Photo of Ian Nance
Article Tools
Comment 4 comments
Print Printable version
Subscribe Subscribe
Email Email a friend
Advertisement

About Us Search Discuss Feedback Legals Privacy