Labour’s new leader well- versed in modern language
She’s a digital native, he’s learning a new language.
Massey University political scientist Claire Robinson, who specialises in political messaging, says Jacinda Ardern already has a huge edge over Bill English in the online battleground — an intriguing, potentially vital election subplot.
“Bill is a much more naturally private sort of person,” says Robinson. “If he wasn’t leader of the National Party he wouldn’t be posting as personally as Jacinda does.
“For him, it is like learning a new language. She has been brought up with the language and is comfortable in it. For [ younger] generations there is no divide between how you speak on social media to how you speak to your friends.”
That’s not to say English’s efforts to increase his social media presence are in vain.
He has had a few viral moments thanks to his questionable taste for spaghetti on pizza and enthusiasm for walk- runs.
While attracting much ridicule from some, the posts have helped English foster his own dorkilyrelatable image.
However, English’s more personal social media posts often feel like they’re written by an advisor.
Ardern’s posts are more natural, featuring an important dash of selfdeprecation. After revealing in her first press conference as leader that she hadn’t had time to contact her Niue- based parents about her promotion, she later tweeted their response.
“Txt from Mum ‘ congratulations honey . . . shall I come & paint your fence before the campaign starts?’ Proud & ashamed of my yard all at once.”
And after film director Taika Waititi tweeted his congratulations, she thanked him and added: “PS Know you have a pretty important film on the go, but if you want some ads as a side project…”
Ardern has the most Twitter followers of any MP at 73,200 and counting — dwarfing English’s 20,800.
Robinson warned it’s important to not read too much into social media, which often serves as an “echo chamber” among similar groups, something particularly evident on platforms such as Twitter.