The power of the PWAGs

Were I a programme creator for the BBC I would surely have struck gold with this pitch for a new television drama; forget Footballers Wives, how about Politicians Wives? Set in the cut-throat world of British politics, the spouses of our valiant leaders compete against each other over who can attend the most public engagements, who can spout the soppiest spiel in support of their dedicated husbands and, most importantly, who is wearing the best outfit. Yes my friends, Politicians Wives is the ultimate escapism for those looking to indulge in the frothier side of the current election campaign.

However, it seems the British media, in all their plagiarist gluttony have already high-jacked my idea. Tune into any one of the terrestrial channels of an evening during the last month or so and you are guaranteed to have come across a behind-the-scenes feature looking at the side of the politicians that you never see. Consequently most of these will feature at least one extreme close up interview with said politicians other-half, lamenting tearfully how ‘no-one knows the real Gordon’, or ‘David’s best role is that of a loving husband and father’, played against a montage of family snaps and home videos and accompanied by a heart-warming piano solo.

Similarly, open up any recent newspaper and chances are you will find, slap bang in the middle of the election section some kind of in-depth analysis of Miriam Durantez’s (Mrs Nick Clegg) eco friendly bottle-top handbag or handy tips on how you can recreate Samantha Cameron’s stylish maternity ensemble at a high street price. Indeed although the fascination with politicians wives is commonplace for our Atlantic cousins – from Jackie O to Michelle O – this year in Britain, it has stepped up to a whole new level.

This years election campaign and build-up has seen the contenders wives play a starring role in the media, both actively by offering words of support to their husbands campaigns, and also aesthetically by acting as arm-candy for their partners, all loving glances and toothy grins. Whilst Miriam Durantez has declared that although she will offer support to her husband, she will not be sacrificing her work or time with her children, both Sarah Brown and Samantha Cameron have taken time out from their own careers and lifestyles to accompany their husbands on campaign trail in the hope of injecting some glamour into the whole debacle.

But just how helpful are the PWAG’s (the P stands for politicians – startlingly original) in terms of election campaigns? Despite exciting fashion bloggers with their choice of garments and mingling awkwardly at celebrity shindigs (yes, I mean you Sarah Brown), their media appearances seem to be creating a distinct air of cynicism amongst political commentators who see the continuous presence of their wives as little more than a media ploy.

Furthermore, the obsession over their appearance and dress sense detracts away from the fact that these are very successful women in their own right. Creative director (Cameron), head of International trade law (Durantez) and founder of a PR company (Brown) are the occupations of the three main political wives, clearly demonstrating their individual ability and intelligence. Yet, the British media have reduced each of them to media sweethearts; a kind of glamorous assistant to their magician husbands.

Whilst support and admiration for their husbands is amiable and championing the latest M&S dress and Zara show combo is hardly a sin, Samantha, Sarah and Miriam need to be careful that the media does not render them merely political accessories. If they are to feature so heavily in the campaigns they should be praised as individuals for their success, accomplishments and personalities otherwise Politicians Wives may be coming soon to a channel near you.