This is a social media election. But in the most miserable, sinister way

A friend of mine was notorious at university for photoshopping every single photo of her that went onto Facebook. Every snap in a nightclub or lounging on the beach went through the same changes in RGB levels so that her tan appeared better. And she did look good, at first glance. To those who knew and loved her, though, she seemed rather sad and brittle, so uncomfortable in her own skin that she thought a warmer glow to her pictures might make people respect or like her more.

Four weeks into the official election campaign, and the main parties are behaving in the same brittle manner. They hope that the photo opportunities that they craft will make voters think they’re popular and happy. Rather than work at their ability to talk to people and persuade them of the merits of their policies and their own personal attributes, the party leaders are running a very Facebook-style election.