With 'I's, Sunak puts himself before party on social media, says study

economictimes.indiatimes.com:

UK opposition leader Keir Starmer likes to put his Labour Party front and center in his social media messaging. For Prime Minister Rishi Sunak, it's all about himself.
The British premier is more than 25 times likelier to use the word «I» than name his own Conservative Party in posts on the social media site X, formerly Twitter, according to research by Bloomberg.

Starmer, for his part, is twice as likely to name Labour than use the personal pronoun.
The language reflects the fortunes of the men and their respective parties in national polling. The Tories have trailed Labour by a double-digit margin for approaching a year, according to YouGov, which last gave the governing party a lead in December 2021.

While Sunak regularly out-polls his party, voters rate Labour more than they do Starmer.
«It is in the party's interest to let Sunak be the front face, because he's the one with higher credibility,» said Despina Alexiadou, a politics lecturer at the University of Strathclyde. «The party is discredited on the basis of the past leaders.» Starmer's approach makes sense because «he needs to be the unifying leader,» she said.

YouGov's latest poll puts Labour 20 points ahead, giving Sunak a mountain to climb to win a general election that he must hold in January 2025 at the latest. But while focusing on the individual may have served Boris Johnson well in the last vote in 2019, the technocratic Sunak lacks his charisma.