Just like us: Everyday celebrity politicians and the pursuit of popularity in an age of anti-politics

Abstract

In a supposedly 'anti-political' age, the scholarly literature on celebrity politicians argues that politicians gain popularity by adopting strategies from within the world of entertainment. This article offers the findings of a research project that has detected a marked shift in the interplay between celebrity culture and the presentational strategies adopted by politicians. At the heart of this shift is an increased focus on the concept of 'normality' as politicians increasingly attempt to shake-off the negative connotations associated with 'professional politicians' and instead attempt to appear 'just like us'. As such, this article offers an original approach by distinguishing between 'superstar' celebrity politicians and 'everyday' celebrity politicians before identifying three aspects of each strategy (i.e. media platform, marketing technique and performative role). It offers numerous empirical examples that serve to underpin this distinction before using the example of Boris Johnson as a case study in the attempted shift from 'superstar' to 'everyday' celebrity. This focus on normality offers a fresh entry-point into the analysis of contemporary political statecraft while also posing distinctive questions about the tension between political popularity and credibility in an anti-political age. As such, the approach also has significant implications for normative ideas about how celebrity can be 'democratised' to remedy anti-politics.

Rebels Leading London: the mayoralties of Ken Livingstone and Boris Johnson compared

“…Johnson was a far less-likely candidate for outsider or rebel status. Though 'contrary to popular perception, Johnson did not enjoy an entirely gilded youth' he attended Eton and then Oxford where he joined the infamous Bullingdon Club (Fletcher 2017: Wood et al 2016Dommett 2015). As a Daily Telegraph journalist in Brussels, he championed Comparing the two mayoralties, it is differences rather than similarities that account for their varied trajectories.…”

“…Their spontaneous approaches created almost personal, emotive connections with audiences -a 'flirtation' with their electorates (Wood et al 2016, 592;Yates 2010). Consequently, they could court approval and support that more conventional politicians could not (Carvel 1984: Wood et al 2016. Their two genial and maverick exteriors also concealed a level of political ruthlessness (Carvel 1984;Gimson 2016).…”

“…Johnson image was less politicised and more celebrity-orientated: his status was acquired through his journalism and appearances on the current affairs panel show Have I Got News For You. While Livingstone was a politician who was also a gifted media performer, Johnson resembled more an 'Everyday Political Celebrity' (Wood et al 2016). The 'Everyday Political Celebrity' is a spontaneous and gaffe-prone figure, using nontraditional two-way media to appear inevitably flawed, but equally authentic, rooting their allure in radicalism and an anti-establishment appeal: Johnson is of a type that also include Sarah Palin, Beppe Grillo and Nigel Farage (Wood et al 2016, 586).…”

“…The Evening Standard consistently supported him and Johnson ally reporter Andrew Gilligan, one of Livingstone's fiercest critics, was later appointed Cycling Commissioner (Johnson 2008). Johnson also proved adept at using social media and interactive communication tools to sell his personalised brand (Wood et al 2016;Crines 2013).…”

Politik Selebriti: Perlawanan Terhadap Sistem (Studi Kasus Gaya Komunikasi Politik Pada Kandidat Presiden Ukraina Volodymyr Zelensky)

“…Politikus yang mengadopsi gaya politik selebritas dan kehadiran selebriti menjadi politikus ternyata menjadi solusi di era anti-politik (Wood et al, 2016). Itu seiring dengan interplay antara budaya selebritis dan strategi presentasi yang diadopsi banyak politikus.…”