Therefore, a certain candidate should be differentiated from another one.
It is no longer enough for politicians to have solid political platforms and to have experience in public service. Politicians these days need to have mass appeal and be celebrities in their own right. Sometimes, the competent political candidates lose out to less competitive ones because of the inability to recognize this. "To become a celebrity requires recognition as a star player in the field of sports, entertainment, fashion, or politics (Kellner 2003)."
Our celebrities today are not only concerned about their professionalism and their performance in their fields of specialty, but of the image they project and the way they present themselves. Politicians have turned into media celebrities and their lifestyles have become as important as their policies.
Style and presentation, as well as emotions, not only substance, are important. This is what Lilleker (2006) calls the "aestheticisation" of political communication. We're used to movie stars and talents being concerned about projecting a certain kind of image to the public. But now, even the politicians need to be concerned about their image and the way they appear in public to stay ahead of the game. ...