Fraser Nelson

Appearances Matter

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Perched high up in the press gallery for PMQs, I didn’t see Cameron’s superb sneer when Brown moaned he’s only been in the job for five days (seven, actually, Gordon but who’s counting?). That sneer was the most eloquent remark of all. Like American party conventions, there are two shows – the one you see in the crowd, and the one projected on television. After watching the PMQs coverage (I’m stuck in a Sky studio, about to give my verdict) it looks a disaster for the stuttering Brown and a victory for Cameron who has mastered the range of facial expressions which the camera loves. They say television is 80% how you look, and 20% what you say. Brown should remember this lesson for next week. The camera did for Nixon against JFK, and I suspect it will be just as cruel to Brown.

Written byFraser Nelson

Fraser Nelson is the editor of The Spectator. He is also a columnist with The Daily Telegraph, a member of the advisory board of the Centre for Social Justice and the Centre for Policy Studies.

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