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Will ‘ordinariness’ be enough to swing the result in Makerfield?

By Darren Lilleker, Professor of Political Communication, Bournemouth University

Authenticity and the performance of ordinariness are increasingly attractive elements of a political candidate’s brand. Social media particularly can be a space to present the “no-filter self” using more casual language, posting images and videos of everyday situations and using emojis or memes – just like the average person would.

In terms of authenticity, at election times, being ordinary, approachable and in touch…

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