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Almost 300 postings have been made. The Prime Minister has long understood that a modern head of state uses social media to gain a hearing for his political messages, because images often communicate much more strongly than words.
If we look at what motives the Prime Minister has chosen to make into his image page, we gain insight into a strategic and well-thought-out communication strategy. No doubt there is consistent and calculated work in the Prime Minister’s Office with the visual appearance of our top political leader. And there is skillful teaching between different categories.
The worried but responsible head of state
There are most of these photos. Complemented by words that exhort and encourage to show community spirit and courage in a cold time. But we also see a prime minister thanking the people for being obedient subjects – always with a delicate balance between concern and accountability. The worry must not take over. It is contagious and could give us the feeling that there is no complete control over it in the Prime Minister’s Office.
Me and my colleagues
The Prime Minister is sweet to remember to post colleagues. That is, except for the Free Greens and the Christian Democrats, which she apparently forgot this year. But it is now not photos from this category that Danes like best. Quite the contrary. In fact, photos with party leader colleagues are some of those who ‘perform’ the worst, as they probably say in the ministry’s communications department. But they are good enough to talk about cooperation and about a prime minister who can talk to everyone.
I’m just plain ordinary
Here we find the year’s most popular post. Because when Mette takes the statesmanship off, she transforms into someone exactly like you and me. One who likes mackerel snacks, rice porridge and apple slices. She bakes her own rhubarb cake and loves fiction. And then she’s happy with her husband, Bo, who she holds in her hand and hugs Insta too. That her and Bo’s kittens are “amazingly cute” was one of the most liked pictures of the year. Only surpassed by when Mette drinks a hand beer after a long day in the ministry, or when the proud mother shows off her confirmation son.
Me and my cultural consumption
The bookshelf as a backdrop is an effective grip that signals both homely cosiness and cultural capital. And our Prime Minister has a broad taste in literature. Crime stories are back to back with political biographies, but new Danish literature has also found a place on the shelves. Books about Africa do not surprisingly fill up with someone who has a university degree in African studies. But now it does not have to be fine culture at all. The Prime Minister loves football, cycling and handball and is not shy about paying tribute to national teams and athletes.
Me and my friends
Then there are friend photos. So photos of some of all the celebrities that the Prime Minister knows. These are mostly colleagues from international politics. And they often laugh together. They are such good friends. For example, the outgoing Swedish Prime Minister, the chairman of the Norwegian Labor Party or the New Zealand head of government. It is not these updates that the Danes throw many likes after. But they are effective in placing the Prime Minister in good company.
The ones I think are cool
The Prime Minister knows many she thinks are cool; the first female Prime Minister of Sweden, her predecessor Poul Nyrup, the actress Trine Dyrholm, the national handball team and of course our all-together teddy bear, the national coach Kasper Hjulmand. When you show your idols, you tell a lot about what values you have. And the Danes like it. Especially when the idols are some who come from the world of sports. Very popular category.
A single photo out of category
Actually, there is very little unpredictability in the Prime Minister’s Insta account. But there is a photo that stands out. In November, the Prime Minister was on a trip to India. Here she visited the iconic Taj Mahal and allowed herself to be immortalized sitting on a bench. Thousands have done it before her. But you can not be photographed as a single woman with the palace in the background without drawing references to an iconic photo from 1992.
It’s the year when unrest erupts in the British royal family. Nothing is between the heir to the throne Charles and his wife Diana as it should be. And on a trip to India, Diana sits on a bench in front of the Taj Mahal love palace and gets photographed. The picture is a strong and effective tale of a lonely and let down woman. But it is also a photo that anticipates the power of action that the princess later got translated with great popular support as a result.
When our Prime Minister sits in the same position in the same place, she visually speaks into a tale of the strong woman. Her who can, will and does. Despite. Where Diana struggled with love and self-worth, the Prime Minister fights for a country that has been brought to its knees. But she is struggling, and with the reference to Diana, it is also quite clear that the Prime Minister believes she is winning. And that way you can – also on SoMe – write your own story.
Source: www.berlingske.dk by www.berlingske.dk.
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