It may be that the majority of the British public isn’t going to be swayed by the wives of party leaders on 6 May – according to a recent YouGov poll only four percent felt that wives’ popularity is crucial in the electoral race compared to 51 per cent who felt that it was not important at all.
But the fact that politicians have wives who do -or don’t – work, or do/don’t join them on the campaign trail and how they look seems to be a source of fascination in the media. It’s a phenomenon no one will own up to, or take responsibility for, but somehow, as the Express put it, leaders’ wives “are becoming their biggest weapons”.
“In what is increasingly being known as the Wag election, Sarah Brown and Samantha Cameron are finding as much attention on themselves as their husbands.”
So whether the politicians are hankering after something of the Michelle Obama effect or whether it’s driven by the need for pictures and something to fill the space, the fact that the three leaders have wives who are attractive, relatively young and don’t conform to a stereotype that evidently still lingers, means that we can probably expect to hear a lot about Sarah Brown and Samantha Cameron over the next few weeks. And she may have genuine reasons for staying out of it all but Miriam Gonzalez Durantez is guaranteed a flurry of attention whenever she does join Nick Clegg on the campaign trail.
The attention afforded the leaders’ wives in the past week has been heralded as a “giant leap” towards First Lady politics.
But the same YouGov poll showed that 76 per cent feel the media concentrate too much on the way that the wives dress, and 70 per cent think they should be seen as women with careers and values in their own right.
Only 15 per cent of the total felt that it was right for the media to focus on the women solely due to their role as ‘leaders’ wives’.
As Jackie Ashley points out, women aren’t getting much of a look in anywhere else in this election.
Whether it’s driven by strategists or by the media, until 6 May I am going to chart what is served up about the leaders’ wives.
Times: Election war of the wives.
Telegraph: This could get nasty
AP: A family affair
Comment is free: Prime minister or primate?
Photocredit: Downing Street via a Creative Commons license.