Political Imagery in the British General Election of 2010: The Curious Case of 'Nick Clegg'

This article examines the figurative appropriations of Liberal Democrat leader Nick Clegg, drawing on a selective audit from newspapers, television, radio and blogs during the 2010 general election period. The flurry of excitement produced by Clegg's sudden visibility during the election campaign offers a unique opportunity to observe the hasty moulding of a new political persona. Across the mediascape, political commentators and humorists employed an expressive range of critique and humour to reflect on Clegg's new-found appeal. We present analysis of the various mediated attempts to ascribe to Clegg certain characteristics and values through the use of labelling, metaphor and other popular culture allusions. It is especially in the unpicking of the prevalent sexualised metaphor that our research prompts wider queries about the current mediation of British political culture.