Visual culture is a top priority in politics: this requires top photographic performance and a presence on social media. This is also the case at the German Ministry of Economic Affairs of Robert Habeck (53): The ministry is looking for its own photographer from 1 January 2023 via framework agreement. And if you want to spend a considerable amount of money on it, as the “Bild” reports: the committed photographer must cost no less than 400,000 euros with a contract term of up to four years.
The assignment: “Photographic support for the minister and photography commissioned by the Federal Ministry of Economic Affairs and Climate Protection” and “both for trips abroad, domestic trips and appointments in Berlin”.
“He Should Look Twice”
But media psychologist Joe Groebel (70) has doubts. “Habeck is concerned about his image as a trustworthy man,” he told the “Bild”. In order not to harm this, “any appearance must be avoided that he mixes personal and party interests with those of the ministry – even if this is legally sound”. Media representatives are always present on important dates. “He should look twice – even as a minister.”
However, the German Ministry of Economic Affairs is not alone in this. Other German ministries also book photographers, according to the report. Four are permanently employed by the Chancellery. The Ministry of Development Cooperation moves in a similar framework to Habeck: four years and a salary of about 390,000 francs. At the Ministry of Construction, considerably less money is spent on photos – with a duration of just over a year, the assignment is only worth around 20,000 euros.
The Swiss government has hired Instagram officials
In Switzerland, too, a lot of money is spent on image cultivation in the ranks of government. From October, the entire government will present itself in a pilot project on Instagram – and will create ten new full-time positions. That should cost the taxpayer well over a million francs a year.
Chancellor Walter Thurnherr (59) explained that the Federal Council mainly wanted to reach young people between the ages of 16 and 35. Thurnherr emphasized that many would only get information through social media. Criticism of the project came mainly from civilian ranks. FDP national councilor Marcel Dobler (42) writes on Twitter that the upgrade is “difficult to understand as a taxpayer”. (Hi)