The image counts enormously in politics, even more in our hypermediatized societies obsessed with the look. The “Images and leaders” series examines how party leaders in the electoral campaign use their representations to seduce the electorate.
The essential is clearly visible to the eyes, according to Philippe Denis, attached to the École supérieure de mode at the University of Quebec in Montreal (UQAM), where he teaches courses on the history and psychosociology of fashion. His sharp gaze allows him to read the meaning of the signs on the electoral placards.
After the interview request To have to, the image professional began to scrutinize the posters in his riding of Borduas, in Montérégie, where the outgoing minister Simon Jolin-Barrette, of the Coalition avenir Québec, is representing himself. To facilitate the comparison, one of the CAQ panels adjoined that of Paul St-Pierre Plamondon, leader of the Parti Québécois (PQ). The two men photographed are wearing jackets and shirts open to the first button, without ties. A must these years.
“Mr. Plamondon adds a short beard, but not Mr. Jolin-Barrette, notes Mr. Denis. One smiles, but not the other. Honestly, the minister seems to be begging to be loved, to be re-elected, while the other assumes the appearance of a conqueror who wants to change things from within. »
Oh yes ? Oh yes ! answers the specialist of images that are worth thousands and thousands of words. For him, the one nicknamed “PSPP” does not look like an avatar of himself, as some people think.
Philippe Denis resumes his demonstration, in order.
First this stubble of a few days. There are two types of societies in history, or propoils and antipoils, explains the historian. The ancient Romans and Greeks shaved and despised shaggy barbarians. Richard Nixon’s nascent but strong beard would have damaged his image against the young candidate JF Kennedy during the first televised presidential debate, in September 1960, in an America that could not have been more hairless.
“We do not hide it, we are now in a hairy society,” says Mr. Denis. The beard is predominant, but not that of the good father. We favor the beard of a few days, a few weeks, that of the conqueror, of the fighter who goes up to the forehead and who does not have time to shave. »
The fashion historian then examines the separatist leader’s basic attire. The jacket would show respect for the institution. “He is a lawyer by profession. At the same time, the tie disappeared. He understands decorum, but wants to change the institution from within. By his looks, he has that finesse to say he’s going to use the codes to [nous] lead to something else, instill a change. »
The shirt with rolled up sleeves seems to become a must for more or less dynamic young politicians, this one or another. Barack Obama and Justin Trudeau wore it during a famous dinner in a trendy restaurant in Montreal. “There is a relaxed and at the same time dynamic side. They say we roll up our sleeves when we get to work. We return to the image of the conqueror. »
Ethos and pathos
Okay, let’s admit, but with what success?
“The image is both what a political figure projects through speech and action, and the impression left on the public,” says Professor Olivier Turbide, from the Social and Public Communication Department of the ‘UQAM. It is a co-construction: the image is projected and interpreted. A politician may make the best speeches, the best proposals and the best campaign—we hear that Paul St-Pierre Plamondon is currently running the best campaign—if a public does not adhere to this image, it simply does not exist not. One could speak of a ghostly image and a success of esteem. »
Professor Turbide is also interested in public representation, but with the support of the notion of ethos, this way of being, of presenting oneself and of behaving of an individual in relation to his social position. It considers all the elements (body, voice, speech, rhetorical figures, personality) that serve to construct an image.
This construction is based on notoriety, he explains. Without it, the mechanics of communication run dry, without outlets. “We are in this situation with Paul St-Pierre Plamondon: he does not have a lot of notoriety, he does not extend his media visibility since he has been chef, for two years. His image remains quite blurry. Even his advisers admitted that his main challenge at the leaders’ debate was to make himself known. Two weeks before the election, if the challenge is to define it, there is a problem. »
Mr. Turbide adds that one of the strategic activities in politics aims to define adversaries, to give them an image, as negative as possible. François Legault is portrayed as arrogant, paternalistic, like Duplessis, what. Gabriel Nadeau-Dubois would be woke. “None of the parties even bothered to try to define Paul St-Pierre Plamondon,” remarked the professor.
Perhaps also because this bearded, tieless conqueror leads a reputedly tired warhorse. PSPP runs a pepless PQ.
Finally, he returns to another key notion of the theory of the image in politics, that of the pathos which completes the ethos. “Pathos is the ability to establish a link with people (a bit like René Lévesque), and the ability to project oneself into someone, into a larger leader who imposes something (think of Lucien Bouchard ), says Olivier Turbide. These elements, I do not find them at Paul St-Pierre Plamondon. He’s a good speaker, and you can feel his training as a lawyer. It is effective. We saw it in the debate on TVA. However, it lacks a dimension: he may be the ideal son or son-in-law, but is he a charismatic leader of the stature of a Prime Minister of Quebec capable of negotiating with Justin Trudeau or Pierre Poilievre? »