Image as a political force: Prepare for poll charm offensive

Over the weekend Sinn Féin held its annual conference in Derry. Party leader Mary Lou McDonald said a referendum on reunification must be held within five years and that Ireland had been “short-changed” by Fine Gael and Fianna Fáil.

There was nothing revolutionary or even mildly controversial in that let’s-all-agree narrative — even if the call for a reunification vote seems dangerously premature. Neither was there anything unpredictable about Sinn Féin’s slick presentation of image as message. Like all serious political parties, and maybe better than most, Sinn Féin has embraced the opportunities offered by today’s 24/7 media portals.