There’s a type of hard-boiled political operative who always has the TV on in the office – sometimes more than one – permanently set to the news channels and almost always with the sound turned down. You might think that’s because they need quiet to work, and should something of interest appear, they would turn the volume up. But that’s not quite right. This brand of political professional believes that, when it comes to watching news coverage, the sound is all but irrelevant. What registers with people – with voters – are the pictures.
Does the leader look strong and in command? Or weak and hesitant? Is the candidate smiling, brimming with confidence? Or brooding, head in hands? Do they look natural, at ease with ordinary people – or gauche and awkward, a visiting alien from Planet Politician? For any of these judgments, you don’t need to hear the words. The image alone tells the story.
