The Politicization of Private Persona: Exceptional Leaders or the New Rule? The Case of the United Kingdom and the Blair Effect

Abstract

This article investigates the extent and nature of the press coverage of the personal lives and personal qualities of contemporary British political leaders. In particular, it explores the legacy of the politicization of Blair’s private persona, or the Blair effect. Was Blair’s era a temporary anomaly, or did it have a transformative effect on the way that parties, politicians, and journalists conceive the role of the personal in public discourse and in the construction of a leader’s public persona? This research demonstrates that the degree of politicization of private persona still depends, to an important extent, on the personality of the leader and on the leader’s communication strategies, and that it is still possible to have a prime minister such as Gordon Brown, who tries to keep his personal life mostly private. But this is only part of the story. Blair’s era altered expectations about the role that the personal plays, and ought to play, in public discourse, and how much significance is given to it as a criterion of leadership evaluation.

The celebritization of society and culture: Understanding the structural dynamics of celebrity culture

“…Obviously not all politicians, lawyers and CEOs participate in talk shows or disclose their private lives. This implies that one's personality is also an important aspect of becoming a celebrity, although the social practices of colleagues can create certain expectations and standards that can increase the pressure to participate in the media and celebrity circus (Driessens, et al, 2010;Langer, 2010).…”

Putting a Face on It

“…Moreover, references to personality have shifted from foremost leadership qualities to aspects related to leaders' personal lives. A key period was the Blair Era, which altered expectations regarding the exposure of private persons in public discourse (Langer, 2010). At the same time, leaders differ in their will and talent to make strategic use of personal qualities and personal life in public (ibid.).…”

“…Politicians are not only understood in connection with the policies they make and their political competence, but also through their personal characteristics and lives. The personalities of politicians have become a key part of mediated stories and narratives crucial for voter identification, emotional connection and interest (Alexander, 2011;Langer, 2010;Stanyer, 2013). Political leaders also apply personalization strategies themselves, creating an appealing image based on attractive personal traits and characteristics in order to seize media attention and market their policies (Campus, 2010;Helms, 2012).…”

<em>Celebrificación</em> del candidato. Cultura de la fama, marketing electoral y construcción de la imagen pública del político

“…En relación al ámbito de la política, se detecta un aumento de la proyección estratégica de tres elementos de la esfera privada de los candidatos que subrayan su normalidad (Corner, 2000;Langer, 2010): vida familiar, estilo de vida y apertura emocional, elementos que, como veremos, son también centrales en la construcción de la imagen de las estrellas mediáticas. A continuación los desarrollamos en detalle.…”