What do Jeremy Corbyn and Donald Trump have in common? On the face of it, two people could not be more dissimilar but I’m curious about what might be their analogous position in relation to mainstream political culture. After all, in a sense Corbyn came from outside party politics, albeit not in the way Trump did, being a life-long back bencher and consummate constituency MP who never sought power in any sense. Both reject the common sense of party politics and have in different ways benefitted from a media which is superficially hostile to them.
Perhaps we can make sense of their commonality in terms of their political brands, both of which have formed quickly in a way that floats free of the manifold pressures which shape self-presentation by those who spent years seeking power through steady ascent of within a political party. Neither learned to walk the walk and talk the talk in the way needed to gain respect and cultivate influence amongst their peers, perhaps avoiding the deformation professionelle to which these colleagues are subject to as a result. They don’t assume that political correspondents are all powerful because they haven’t spent their professional lives seeking coverage from them, as well as being judged by their peers on their success or otherwise in doing so.
This is what Naomi Klein says of Trump’s political brand on pg 33 of her new book No Is Not Enough:
It’s also why no labor scandal is ever going to stick to him. In the world he has created, he’s just acting like a “winner”; if someone gets stepped on, they are obviously a loser. And this doesn’t only apply to labor scandals—virtually every traditional political scandal bounces off Trump. That’s because Trump didn’t just enter politics as a so-called outsider, somebody who doesn’t play by the rules. He entered politics playing by a completely different set of rules—the rules of branding. According to those rules, you don’t need to be objectively good or decent; you only need to be true and consistent to the brand you have created. That’s why brand managers are so obsessed with discipline and repetition: once you have identified what your core brand is, your only job is to embody that brand, project that brand, and repeat its message. If you stay focused, very little can touch you.
This opens up the possibility that what is seen as electability, strong leadership and plausibility might actually be little more than weakness in the face of the media. If you’ve built your political brand on performing in a way that wins the media’s favour, you are inevitably subject to their whims. You are constitutively tied to the cluster of journalists, much as they are in turn tied to you through their need for access, leaving politics as a deformed game of intellectual twister taking place on the parliamentary estate. But to be a new brand, emerging quickly in a way external to these dynamics, involves near complete freedom from such influences if you can only ‘stay focused’. Brand Corbyn and Brand Trump couldn’t be more different but there are deep similarities in how and why the media struggle to touch them.