While the major party leaders seem to have curated their images, University of Canberra assistant professor in communications and media Caroline Fisher says they can’t always control how these could be manipulated.
Fisher says there has been “a real attempt to soften” Scott Morrison as the “daggy dad” through candid personal selfies. In contrast, Bill Shorten has opted for more professional shots which portray him “in a more prime ministerial light” but “are almost otherworldly”.
She also discusses the way family, particularly their wives, have been used to increase warmth and relatability, as well as the use of negative messaging in the campaign.
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Authors: Michelle Grattan, Professorial Fellow, University of Canberra