Let us start with three vignettes from three key political events on three continents: the French presidential elections of 2007, the 2007 Australian federal elections, and the American presidential elections of 2008.

The May 2007 presidential elections in France broke a number of new grounds. First, both major contenders were selected – intentionally and openly – on the grounds of their popularity and mass appeal. Nicolas Sarkozy, a son of Hungarian migrants, was selected by the Gaullists for his personal appeal and his combative populist style. He was initially adored (together with his ex-model celebrity partner Carla Bruni) by the mass media. Ségolène Royal, the Socialist contender, was described as ‘the sexiest political candidate’ and ‘conviction politician’ with strong popular support, especially among women. The electoral campaign was dominated by TV debates accompanied by websites and blogs, talkbacks and ubiquitous ‘hand shaking and baby kissing’. As never before, these public appearances shaped candidates' images as popular leaders. The prolonged ‘American-style’ personality-focused campaign attracted a record number of voters (84 per cent turnout), with Nicolas Sarkozy winning 53 per cent of votes in the second round. Sarkozy's success was widely attributed to four factors: the strength of his personality, skillfully projected through the media; the celebrity style of presentation enhanced by his flamboyant manners and glamorous wife; his capacity to transcend ideological and party divisions, combined with an emphasis on ‘a new start’; and his image as a ‘strong leader’, ‘man of action’ and self-made politician who came from outside the political establishment.