One Man, One Message, One Very Large Algorithm: The Politics Of Permanent Promotion

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In this attention economy, Modi, Trump and Netanyahu made themselves into brands—concentrating credit, outsourcing blame and making institutions increasingly vulnerable.

Politics has always required a little theatre. Kings commissioned portraits, presidents kissed babies, and candidates promised that prosperity is just around the corner. What has changed is the scale, speed and intimacy of the performance.

The modern politician can now enter millions of homes, appear on every phone and explain the day’s events before anyone has had time to discover what actually happened. Narendra Modi in India, Donald Trump in America and Benjamin Netanyahu in Israel offer three different versions of the same political tendency: the conversion of politics into personal brand.



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