Why Stephen kisses Laureen

 
(Photo credit: Chris Wattie, Reuters. Source: http://www.vancouversun.com/news/thewest/Harper+goes+Bollywood/4585024/story.html)

Alex Marland

Alex Marland (Memorial University) has published about political marketing in the Journal of Public Affairs, political talk radio in Media, Culture and Society, and about Newfoundland nationalism in the International Journal of Canadian Studies.

Did you see Laureen Harper’s Bollywood dance? Have you noticed that from the outset of the campaign that Stephen and Laureen Harper have been spending a lot of time together publicly? That she is present at photo ops? That they often kiss publicly?

There is more to this than celebrity-style gossip. Commenting on Mrs. Harper’s presence does not mean entering the private lives of our politicians, which tends to be out of bounds in Canadian political discourse. No, there is something strategic at play here, and it’s nothing sinister. Rather, Conservative strategists have put their fingers on something that works.

Like many leaders Stephen Harper has long had an image problem. He has lots of strengths, but shoring up his weaknesses is the job of image managers, who will tell you that you can only package the product you have. In other words, you have to work with what you’ve got.

In Mr. Harper’s case his wife seems to be the ying to his yang insofar as public images are concerned. He is cold, she is warm; he is aloof, she is outgoing; he is media-shy, she is media-friendly; he is partisan, she is apolitical. Including Mrs. Harper in photo-ops nicely addresses so many needs:

• she is photogenic and so refreshingly human in such a scripted bubble-like media environment;
• she likely resonates with female voters, whom have long been an Achilles heel of Stephen Harper and the conservative/individualistic ideology generally;
• unlike her husband, she probably does not generate anger among any segments of the electorate, even those who are fearful of a Conservative majority government;
• she has fans among Liberal and NDP politicos (maybe Bloc too, but I can’t be sure);
• she is widely liked amongst the press corps, whom have had an antagonistic relationship with her husband;
• she projects a First Lady status, which makes Stephen Harper seem more presidential, but does so in a Michelle Obama way rather than a Mila Mulroney manner;
• she plays well with the Conservative party faithful, especially when the Harpers’ children are included in photo-ops which communicates that compared with the other party leaders only they represent family values and concerns;
• she is a sharp contrast to Michael Ignatieff’s wife, Zsuzsanna Zsohar, whose presence could potentially add to Mr. Ignatieff’s image weaknesses of elitism and of ‘just visiting’ Canada; and
• Laureen Harper is a subtle reminder to Canadians concerned about Stephen Harper’s concentration of power that, like Aline Chrétien was with Jean Chrétien, she is likely a sharp political mind who is a good sounding board for the prime minister.

All of this is related to something called celebrity transfer. That is, when a celebrity endorses someone or something, the recipient becomes associated with the characteristics of that celebrity. It’s why athletes and Hollywood types are paid big bucks to endorse products – we think the products are better and thus are more likely to buy them. And it’s why politicians fall over opportunities to hobnob with celebrities. Think Paul Martin and Bono.

Laureen Harper has pep. The media seem to love her. She is a marketer’s dream. And in a world where personality politics often trumps policy, the Conservatives are rightly engaging one of their biggest assets in this campaign.

(Note: Perhaps a case could be made for Jack Layton and Olivia Chow, but it is my impression that they are not campaigning together the way that they did in past campaigns)

Comments

[Kathleen Airdrie]

Why was the comment about Zsuzsanna Zsohar inserted into this? An intelligent, attractive, and friendly woman, she deserves to be treated with respect. We are voting for politicians, not their spouses.

[Mary Davis]

There was no need to say anything negative about ZsuZsana in this article. She is a lovely vibrant intelligent woman. How rude!

[Rod Croskery]

Contrary to Marland's argument above, apart from her unspellable first name Zsuzsanna Zsohar is anything but a detriment to Michael Ignatieff.

All Canadians have to do is meet the lady and they'll realize that if this wonderful, smart woman likes and admires Michael Ignatieff, there must be more to him than they thought.

The more we see of Zsuzsanna, the more we will like the Ignatieffs. I'm not sure that is the case with the Harpers.

[Kate]

I can't help wondering what's the matter with her being with such a bully?

[Rolf Auer]

"Ekos April 8 Poll: Tories 7 Points In Front" (article) and more..

My federal politics blog: clearpolitics.wordpress dot com

(Click "About" re reading posts, or on my picture.)
@Rolf_Auer

[SURF [Standing Up for Women]]

Just how stupid does he think women are? No matter what way you slice it....she hangs with the guy who cut all funding for women's interest groups. That doesn't make any of the millions of disenfranchised FEMALE CANADIANS feel any different about her husband. In fact, we should feel betrayed by her apparent indifference to women's issues. Does that support the image of family values?..not so much. This use of her as a campaign tool is almost as upsetting as the photo several years ago of him shaking hands with his son to say goodbye on the first day of school - as warm as an eel. Either she is priviledged and doesn't care about women's issues or her council to him on the topic is ignored. These are all just photo ops by a very manipulative couple.

[Daisee]

What a bunch of malarkey. Laureen Harper does not project First Lady, she projects I've learned to have fun anywhere, I had to. Such is life.

Zsuzsanna Zsohar does not project elitism in any way shape or form. The just visiting meme is presented by you, your ilk, as you've swallowed the kool-aid.
In staid old Canada, the Ignatieffs project something 'different' with good values all immigrants can relate to. And oh did Flaherty hold up Ms. Zsohar's citizenship just so you and your ilk could write this ridiculous article?

Let me remind you, in THIS election, Policy trumps Personality, like it has never before. Loser.

[Crystal Ball]

Alex Marland should learn when to use "whom" and when to use "who". No wonder our students at times come out of university sounding as if they are illiterate. Like, you know.

[Observant]

Canadians will be deciding in this election who will occupy 24 Sussex after May 2nd ... the Harper Family - Rachel, Benjamin, Laureen, Stephen .... or the empty nesters Mr. Ignatieff and Ms. Zsohar.

[Sean]

Who cares about the spouses. It's about the party and the politicians.

"She is a marketer’s dream" - yeah right. Make a barbie doll out of her in an rcmp uniform. (oops)

[TGartner]

What a ridiculous article. Harper is using his wife as a prop, plain and simple, and you are glamourizing it. Harper cares nothing for women, our rights, nor our protection. This can be seen in his wrong-headed, dogged determination to get rid of the gun registry. This program costs the taxpayer between $1-4M per year and since its inception in 1991, homocides of women have dropped by 70%, making the lives of women and their children better.
And this piffle is written to give women a warm fuzzy about Harper's wife. I think NOT and I am NOT amused.
Your swipe at Ignatieff's wife is ignorant and uncalled for

[RipleyC]

Crystal Ball, is your post an implication that there is something wrong with empty nesters?

Do you fully understand the situation in the Harper household?

[Just because]

Wow, lots of Ignatieff lovers on this blog, defending his non-Canadian wife to the end. That's fine, but a non-canadian should not be the wife of the leader of this country. Sorry, but it just won't do.

[An opinion]

My parents divorced. I like that Stephen and Laureen are a solid team. Harper never left his wife for another woman.

[albertaclipper]

It sure would be nice to see a photo op of Mr Ignatieff and his wife and children. It make it more Canadian to see a family together and cozy.

[G. L.]

Twenty years ago the theory put forward in this article would be correct.

Today, citizens as consumers of media have a built in bs metre. When we see two people kissing in front of the cameras, when they are spending all day together in a bus and plane, our metre instantly sends a signal that says "this isn't genuine, this is just for the cameras."

[bocanut]

" Michael Ignatieff’s wife, Zsuzsanna Zsohar, whose presence could potentially add to Mr. Ignatieff’s image weaknesses of elitism and of ‘just visiting’ Canada;"

WHEN did Zsazsu apply for Canadian citizenship?
They've been here since 2005,after the 3 year mandatory wait it shouldn't take 3+ more years to process the paperwork. Or did she wait until her Count was leader of the Liberal party before applying?
http://www.canadian-citizenship.ca/waiting/time.html

[Inge]

First of all, we don't do First Lady in this country, and if we did , the holder of the title would be the wife of the Governor General. On the whole, this article is pretty offensive: Laureen is commended for allowing herself to be used as a marketing tool! No, whatever can be shown and said about her does not make Harper any more likeable. Nor does it make his policies on women's issues any better.

[The Grey Lady]

Oh my leftist and or feminist brains explode upon hearing anything positive...how very predictable they are....

I can tell you I don't miss any of the funding he supposedly cut from the sisterhood of the victim pants. They only represented themselves, a small sliver of elitist dinosaurs.

[Dave Brown]

Hey Surf
Of course you don't think Iggy's wife is an elitist and she probably isn't ,but Iggy sure is .He is Canada's nightmare waiting to happen , not proven and clinging to a tax and spend Ideology that will throw this country back to the dismal Trudeau era. GOOD LUCK

[Turtle's Back]

SURF: Did you ever think M's Zsohar hadn't decided to become a citizen until now, which makes it really hard to get the citizenship before the vote. Immigration office's are still at work, do think all employees were sent home. Work as usual. Give your head a shake!!!!

Laureen Harper is a great person and a loving wife, she is marred to a great person Steven Harper. He is not a bully or she wouldn't have married him. He has a soft side but need a shell to protect him from people like Rolf Auer, Rod Croskery and so on. People like these (Rod, Rolf) need to get a life.

[Joe Parchelo]

It is amazing to see in these comments (most, not all) how many different ways the whole point of the article can be missed. The point, as I take it is very astute: hair-in-the-fridge is absorbing personality cred from being with his wife. Nice work, Alex.

[Nadine Lumley]

If a considerable rumour started that Michelle Obama was had secretly moved out of the White House to shack up with a lady, it would be on the cover of everything... But in Canada, where Laureen Harper is indeed the wife of our Prime Minister, it barely scratches the media surface (not even trashy gossip fare).

http://blogs.indiewire.com/thelostboy/archives/2011/04/15/the_rumored_lesbianism_of_laureen_harper_canadas_first_lady/