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A half-full bottle of Jägermeister on Jonas Gahr Støre’s kitchen counter has ignited social media. – It shows that he is struggling with his identity, says the professor.
The Jägermeister bottle in the home of Labor leader Jonas Gahr Støre has become a hot topic of discussion. Photo: Tore Kristiansen, VG
For once, Jonas Gahr Støre opened Vinderen’s house to the press. Placed safely at his own kitchen table, he was to speak to VG about his own future as a Labor leader under the headline: – We’ve had tough times.
But the message about how the party should rise did not garner the most attention. So did the bottles on the kitchen counter in the background. Since the interview was published on Friday, the comments have been acclaimed both on social media and in the VG comment field.
On the bench were bottles of red wine half corked along with a good selection of oils. And, what many have commented: a bottle of Jägermeister.
“Clearly tough times now. The Hunter is on the kitchen counter,” writes one.
Other:
“Oh, it’s at Støre’s house, I thought for a moment that the report was made in Vinmonopolet …”
Many people feel ironic that the Labor leader is trying to appear popular and to copy Erna Solberg’s messy apartment in Dagbladet a few years ago.
“Jonas must stop imitating others and rather execute his own plan», it says in a Twitter post.
Struggling with identity
Kjell Lars Berge is Professor of Rhetoric at the University of Oslo. It is interesting to him that the image generates reactions. But he has no doubts about what it is really based on, and draws a parallel with the critics that hailed the cover of Hadia Tajik’s autobiography.
– When people worry about the clothes and cuisine of Labor Party leaders, it is about what the Labor Party should be and what the party is not now, he says and points out that the Prime Minister of Sweden, Stefan Løvfen , has experience as a welder, while his Danish colleague, Mette Frederiksen, has played openly in his education in the working class.
– Støre is obviously struggling with the identity of the worker, and these images become a symbol of the party’s unclear identity, says Berge and recalls how Støre’s background as Jøtul’s heir with an elite upbringing and a huge fortune made it have long pursued.
– Many are concerned that the Labor Party is behind the welfare state, made up of trustworthy, everyday people with little education. When it comes to people who even have great wealth, they wonder: Who are we?
Interpreted in the worst sense
– And then people think you decorate it a bit by taking out a bottle of Jägermeister?
– He would never have allowed this image if he had not identified with it. This is how he wants to appear, Berge says, and he thinks people who don’t accept him are over-interpreting.
He thinks that the criticisms of Hadia Tajik’s book cover are almost the same.
– She is a highly educated West Norwegian Nynorsk girl and is far from Odvar Nordli’s old Labor identity. But why should such a cover-up be interpreted in the worst sense? He asks, adding:
– Why not be happy that people have a bit of character?
Ascetic and abstinent
Kristiania University College professor Trond Blindheim commented on the photo on Facebook. He called it a “copy” of the famous image of Erna Solberg’s messy apartment. Blindheim believes that people react because the image breaks with the stereotypical perception of the Labor leader.
– People have seen him as a bit ascetic, abstinent and best of all. Suddenly, it shows a kitchen that people can relate to. And then there is even a Jägermeister there. A popular pub drink that the elite rarely touch.
– You think this wins?
– It’s impossible to tell. But it’s important that politicians invite us backstage, like bands do. You can strike a chord with associations about your splendor. And we like that.
Totally random
Internally in the Labor Party, the commotion around “Jägergate” has surprised.
– We are trying to understand what is suddenly taking off on social media. But we did not expect this, says communications manager Jarle Roheim Håkonsen in the Labor Party parliamentary group.
– At least it wasn’t an attempt to be smart, he says and interprets the reaction as that authenticity, and letting people see for themselves how things look, it works.
He claims that Støre had not cleaned in advance and that he occasionally tests the contents of the bottle with Jägermeister.
– But it’s not often that you’ve brought the press home. And people probably thought it was a little different.
– So, in short, this is more or less for you?
– We haven’t counted on that. But the reactions we have received, they are positive. So it’s important to emphasize that Jonas has neither the time nor the desire to drink alcohol every day. We didn’t want to reveal that he is a drunkard.
