Editor-in-chief Karin Swerink of LINDA has never experienced this. “We expected reactions when this cover was released. But so much? We really didn’t see this coming,” says Swerink. “We are shocked by the aggressive tone.”
This special issue, which is currently hitting subscribers’ doorsteps, focuses on people for whom it was a special year. Regardless of their background. “These two ministers could not be missed. We started the interviews in September and the photo shoot already took place in October.”
red ass
While they are enjoying themselves at LINDA, the main characters and their advisors will wonder whether this was the wise thing to do, says political scientist and former spin doctor Julia Wouters. “As a politician, you do not want half Twitter to go wild about your movie star look, your vanity or an out of context quote. And you certainly do not want that on a day when there is an important corona debate and the country is in half lockdown.”
–
–
Good balance
Wouters was a spin doctor at the PvdA for many years and advised Diederik Samsom and Lodewijk Asscher, among others. “Samsom participated in almost everything, including satirical programs like De Lama’s. Lodewijk was just the opposite.”
–
–
The consideration of ‘what is and what is not’ always remains complicated, says Wouters. Because you never know how it will turn out. “It is always a search for a good balance. The best is a bit of content and human interest at the same time. But it shouldn’t just be frivolous. Before you know it you’re walking the polonaise, just like Job Cohen. You have to avoid those kinds of traumatic images .”
–
–
Politician Wouters understands very well that the two ministers have said ‘yes’ to the LINDA interview. “After a tough year in which a lot of hail was fired at you, I understand that you want to tell your personal story and look back. In addition, two quality journalists (Sheila Sitalsing and Arjan Visser, ed.) have conducted the interviews.”
Uncomfortable
It’s not so much about the interviews, it’s about the photo shoots, says Wouters. “A housing minister who adorns a cover like a movie star, while there is a major housing crisis, causes irritation. It becomes uncomfortable, especially if there is also a quote about a sensitive issue.”
That is something that you as a spin doctor or interviewee cannot always influence, Wouters knows. “But afterwards you think: if only I hadn’t done it. Although the interviews and the stories can also make up for a lot.”
–
–
Not entirely unimportant: what does the group of people represented by Minister De Jonge actually think of it: the care workers? Michel van Erp of NU’91, the professional organization for healthcare professionals, does have an opinion.
“What I thought? I especially had to laugh out loud when I saw that cover. This should be possible. During a festive month, the Minister of Care may also share his story in a glossy. Those people also have a life. And let’s let’s be honest, they look pretty nice in those photos.”
–
–
Three times awkward
Reputation expert Paul Stamsneijder is a lot more fierce. “This is three times awkward.” First of all, it’s the wrong timing, says Stamsneijder. “You’re not going to shine on a glossy while the country is on fire. Besides, it doesn’t fit your role to shine. It’s too much about the people here and not about the policy they pursue.”
And three: “It’s completely irrelevant to participate in a photo shoot. Who benefits from that? It’s too much about the outside.”
Fall of vanity
The politicians are thus falling into the trap of vanity, according to the reputation expert. “I think it’s a pathetic display. I wouldn’t see Rutte doing this so quickly either. Maybe during election time, but then something like that is more permissible. He understands the political climate better.”
CDA ministers often miss the mark with a glossy. The best-known example is the glossy of former minister Gerda Verburg in 2010. ‘Gerda’ was sent in a circulation of 830,000 copies with women’s magazines such as Margriet, Libelle and Flair.
The criticism was not kind: parties found it unheard of that policy and the minister were ‘glorified’ with a magazine during election time, at the expense of the taxpayer. It even led to an emergency debate in the House of Representatives.
–
–
Still, not everyone is critical of the latest LINDA cover. There are also milder, positive voices on Twitter. “Aren’t you guys being a bit pretentious?” someone tweeted. “I can get angry about a lot of things. But Hugo on the cover I don’t think so,” writes another.
Storm in glas water
Frenk Hindriks, professor of ethics, social and political philosophy at the University of Groningen, also thinks it is a storm in a teacup. “It is a magazine about the end of the year. Politicians also have to connect with people from all corners of society. Sometimes it can also be a bit more light-hearted and we want to read the human stories of politicians. Burning it down is very easy. “
De Jonge’s spokesperson did not have time to respond. Reason: too busy with the preparations for the corona debate.
–
–
