How the new Australian Prime Minister is reinventing his image

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KEVIN Rudd dumbed down his huge vocabulary, Julia Gillard reportedly had voice coaching and multi-millionaire Malcolm Turnbull donned a classy leather-based to look relatable.

Now, newly minted Prime Minister Scott Morrison is within the midst of a reinvention to turn out to be a run-of-the-mill daggy dad from the suburbs who likes a beer on the footy.

The picture many Australians have of him — the hard-nosed, uncompromising and suit-clad gatekeeper of our borders and detention camps, then the holder of the nation’s purse strings — is out.

As a substitute are tattered caps and polo shirts, speak about meat pies, photograph alternatives together with his spouse and children, and the repeated use of phrases like “truthful dinkum”.

“I feel each time a brand new PM is elected, they undergo a rebranding stage — not simply in what they put on, however generally in the best way they communicate and interact with others,” says picture marketing consultant Alarna Hope.

“For some it’s extra apparent, however it’s at all times from the angle of constructing them look extra relatable. They’re not solely in a robust place however have a private model with a heavier weight than what they’d earlier than.”

Within the lead-up to the following election, which on present polling the Coalition will wrestle to win, how the prime minister is perceived will probably be important.


Mr Morrison is unlikely to rock as much as a global summit or Query Time in informal fare, however a steadiness between the enterprise and the informal will probably be finely struck.

Makes an attempt to melt his look and make his attraction extra mainstream, or Center Australia, will see him ditch the tie the place attainable and roll up his sleeves.

“The chosen apparel can typically be based mostly on the targets of that particular person and their celebration — and extra notably the social demographic they’re making an attempt to influence and affect,” Dan Thomas, founding father of the consultancy Picture Physician, stated.

“Scott Morrison’s present ‘daggy dad’ picture could have been deliberately sought out to (assist him) seem extra relatable to the widespread man and in tune with the day-to-day challenges and struggles of middle-class Australians.”

You may anticipate to see that ‘daggy dad’ model increasingly more, Ms Hope stated.

It’s a delicate approach of tapping into present themes which are essential to voters, at a time when messages are tougher to get throughout.

“Within the present local weather, I feel whoever suggested him to decorate this manner has thought of among the main points Australia is dealing with, just like the drought, and are aiming to have him seem extra like the common Australian, look extra budget-friendly and like what he’s sporting isn’t his major focus,” she stated.

It’s additionally a sensible approach of differentiating him from his predecessor Mr Turnbull, the Level Piper PM identified for his huge private wealth.

“In the intervening time, if our Prime Minister was to seem trying too sharp, among the public issues is likely to be that Morrison’s focus isn’t on rising to his new tasks,” she stated.


Mr Rudd, a profession diplomat fluent in Mandarin, developed a fame for longwinded speeches that the common punter required a dictionary to translate.

And thus the gradual look of now-iconic phrases designed to make him appear relatable.

Though how efficient a few of these extra compelled slang phrases had been — together with the now notorious “truthful shake of the sauce bottle” phrase — is debatable.

It was so sudden in its look and stilted in its use that Mr Rudd’s opponents, together with Tony Abbott, seized on it.

Mr Morrison’s first few weeks within the high job have seen him use extra relaxed language, together with the phrase “truthful dinkum” a number of instances in media appearances.

When he took the highest job, an e mail went out to Liberal Occasion supporters within the new prime minister’s title. Or reasonably, his catchy nickname.

It was signed off with “Scott ‘ScoMo’ Morrison”, signalling that the brand new chief is encouraging others to make use of the extra casual moniker.

However not numerous encouraging was required. ScoMo as a reference to the PM has caught on in numerous items of commentary and media tales.

Following backlash, the ABC informed its journalists to make use of Mr Morrison’s full title.

Nick Enfield, professor of linguistics on the College of Sydney, informed the ABC that ‘Scott Morrison’ is a “completely bland” title.

ScoMo provides some glitz, he stated, citing a development made well-known by Jennifer Lopez — “it transforms it into it a marked title”.


The outdated saying goes image paints a thousand phrases, so typically what’s not stated is simply as essential because the precise optics.

Throughout his haphazard try at a coup, Peter Dutton gave a sit-down interview with Sky Information wherein an image of his children was strategically however unsubtly positioned at the back of the shot.

This was little doubt an try to melt his well-known fame as an unflinching Residence Affairs Minister who has delayed or denied the medical evacuations of critically sick refugees, together with kids, from island detention centres to Australian hospitals.

On Sunday, Opposition Chief Invoice Shorten shared an image doing the groceries together with his daughter on Father’s Day.

A large field of Corn Flakes was unsubtly positioned in body within the trolley.

And Mr Morrison’s first tv interview with A Present Affair was at residence, the place he and his spouse Jenny, sat relaxed on the sofa of their lounge.

Few, if any, of those photos are unintended in a local weather the place political branding is extra essential than ever earlier than.

“Malcolm Turnbull’s pre-political success and the next monetary windfall that afforded him a lavish residence, good automobiles and costly holidays had been all components that created a picture that many day-after-day, center and lower-class Australians could not have been in a position to relate to,” Mr Thomas stated.


Political workplaces include ‘advancers’ whose job it’s to scope out each ingredient of a media occasion forward of time.

They canvass individuals to make sure they’re pleasant, study the background to keep away from any potential embarrassment, select spots with the perfect mild and plot speedy exit routes ought to they be wanted.

“Completely nothing is unintended,” a former high-level political advancer informed

“Keep in mind that buying centre walk-through with Abbott the place somebody received a shot of him exterior the Reject Store, and the picture grew to become Abbott’s face with ‘reject’ within the background? That advancer ought to’ve been sacked.”

Election campaigns have turn out to be promotional excursions for candidates, the place journalists are ferried to areas — often they don’t know the place till they depart — and requested to broadcast what they’re introduced.

This more and more stage-managed noticed The Courier-Mail newspaper abandon the standard marketing campaign path in the course of the 2012 Queensland Election.

As a substitute, they launched into a ‘folks’s tour’ to hunt out the views of peculiar voters on the main points being thrashed out.

Mr Morrison is a advertising and marketing guru, who headed the highly effective physique Tourism Australia and is credited with greenlighting the Lara Bingle-fronted ‘The place the bloody hell are you?’ marketing campaign.

He can be properly conscious of the significance of picture, and a keen participant within the multifaceted train to overtake his.

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