What makes a good politician? The list of potential qualities is long and even the fundamentals often seem to be overlooked by voters of certain persuasions. Whilst other positions are decided by technical qualifications, the career success of politicians seems increasingly to depend on personality traits.
Key to making it to the top is selling an image. Both in democracies and dictatorships this has long been the case, with the national direction set by a strong man at the helm. But this demand has been turbo-charged in the era of mass media where almost all affairs are public. Though not a written requirement, there's no doubt that a showbiz flare is invaluable when appealing to the electorate.
The archetypal politician-cum-celebrity hosted a prime-time TV show before becoming President of the US. But there are plenty of other examples of legislators looking to bolster (or resuscitate) their image with an appearance in entertainment media.
Certainly in Belgium, this strategy is not without precedent: numerous figures in public office have found time to demonstrate their competence in an alternative context. If not angling for sheer comedy factor (having a sense of humour definitely has its political worth), these acts are often calculated to highlight certain skills that would distinguish the contestant for a top job.
But despite their best efforts, such performances frequently backfire – what was intended as a tour de force is received as a source of amusement or derision. Such has been the case with Georges-Louis Bouchez, leader of the Francophone liberal MR party, who participated in the new reality TV show: Special Forces: who dares wins.
There can be little doubt about the PR motive for his taking part, Bouchez cultivates an image of a powerful pragmatist who doesn't shy away from the tricky topics – like nuclear or pensions. But he also seems keen to impress with his physical attributes, recently joining the army reserves and never shy of baring brawny arms decorated with tattoo sleeves. Here's a man who can hold his own in cutthroat negotiations as well as in the field. Belgium's Swiss Army Knife incarnate.
Bouchez certainly displayed some courage to cross the language divide and feature in a Flemish show. But not playing to a home crowd the response was acerbic: Bouchez was branded "conceited" and "caricature" by Flemish media who zoomed in on his apparent reluctance to really get stuck into the tasks.
Military instructors cut Bouchez down to size, not for any physical weakness but rather his egotism (who would have thought it?). The damning report from special-ops judges labelled the politician "dead weight", inept in a team scenario. Their verdict was music to the ears of Bouchez's detractors, who lept on the spectacle as proof of his incompetence to lead the nation.
Though hardly one to withdraw from the public eye, Bouchez hit back at naysayers, warning them to wait until the second episode, presumably in the hope that his redeeming features will reveal themselves.
Then again, even if Bouchez doesn't come out a heroic strong-man in the course of the programme there is much to be said for holding the limelight. In his bestselling work Don't Think of an Elephant!, philosopher George Lakoff explains the value of dominating public discourse, for better or worse.
Is Bouchez banking on the "There's no such thing as bad PR" refrain? Let @Orlando_tbt know.
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1. One of Europe’s largest anti-mafia operations underway in Belgium
Belgian police launched one of its largest-ever operations against the mafia on Wednesday morning. Read more.
2. 'Dead weight': MR leader Bouchez under fire after Flemish reality TV appearance
The announcement that Georges-Louis Bouchez, leader of the Francophone liberal MR party, would appear in a Flemish reality television show raised eyebrows across the country. Now with the first episode release, initial scepticism has hardened to criticism. Read more.
3. Delhaize obtains extended strike action ban outside of all Belgian supermarkets
Delhaize has obtained an extension to the ban on strike actions and pickets taking place outside of all Belgian supermarkets and distribution centres. Read more.
4. Charleroi Airport: Body of man found in car park after three months
The body of a 54-year-old Spanish man was found in his vehicle parked at the express car park at Charleroi Airport on 28 April, Sudinfo reports. Read more.
5. Knee operations for patients over 50 to be limited in Belgium
Orthopaedists will have to be selective in which patients over 50 will receive knee surgery, thanks to a quota imposed by the National Institute for Health and Disability Insurance (Riziv) through the Official Gazette. Read more.
6. Deputy PM's office hit by bpost payroll scandal
Two members of the Deputy Prime Minister Petra De Sutter's cabinet (Groen) have been paid by their former employers for the past two years, the Belgian postal company bpost, L’Echo and De Tijd report. Read more.
7. Hidden Belgium: La Mémé
When you step off the Brussels metro at Alma station, you are plunged into a strange architectural environment. Read more.
