The last presidential candidates standing, Nidaa Tounes’ Beji Caid Essebsi and Ennahda ally Moncef Marzouki, have only a few more days to perfect images of themselves that will remain entrenched in the minds of voters on Sunday, December 21 when Tunisia holds the runoff vote of the first democratic presidential elections since the ouster of former President Ben Ali in 2011. 

The last presidential candidates standing, Nidaa Tounes’ Beji Caid Essebsi and Ennahda ally Moncef Marzouki, have only a few more days to perfect images of themselves that will remain entrenched in the minds of voters on Sunday, December 21 when Tunisia holds the runoff vote of the first democratic presidential elections since the ouster of former President Ben Ali in 2011. 

Beji Caid Essebsi tried to paint an almost constant and stereotypical picture in the minds of Tunisians to reflect what he called “the prestige of the state.” He was keen to appear in an elegant black suit, a red tie and black framed glasses to reflect the image of Bourguiba, the former leader and first president of Tunisia, admired as the founder of Tunisian modernity.

In one photo, Essebsi stands humbly next to Bourguiba’s tomb, invoking the memory of the immortal hero both symbolliclly and physically. Essebsi dons the same glasses once worn by Bourguiba.

Yet the symbolic meaning of pictures may be inconsistent with reality. For example, a photo of a pious Essebsi visiting the tomb of Sidi Belhassen Chadli contradicts the clicheed image of Bourguiba, the secularist who considered  staunch religious figures as symbols of backwardness.

Perhaps the most established image in the minds of Tunisians is a photo of him visiting one of the young peoples’ cafes-singing and clapping his hands while listening to the famous Houmani rap song (a song for the youth with the highest number of views on the Internet).

 Essebsi has tried to send numerous messages. The first to the youth group who accompanied him and with whom he sang; he wanted to say that despite the age difference, which is more than six decades, he understands  their concerns and keeps pace with their tastes. While this young generation did not experience the battles of independence and state building like Essebsi,  it has spurred a revolution (propelled by rap and social media) and has sought a symbol and a leader to embody this resistance.

Marzouki has also not missed out on the photo race. His latest picture showed him  getting help with a necktie , which he  typically has refused to wear to show his nonconforming ways. 

Apart from dropping a necktie, Marzouki has seen wearing traditional Tunisian dress: a Barnous, garb  from his southern origin and his belonging to the Marazique tribe, known for wearing the Barnous in winter and a head covering in summer.

Marzouki has also been seen wearing a kashabiya, a Berber costume which symbolizes the Amazigh heritage. It is still considered the main costume in the north during the winter season because it protects against the cold weather.

In the pictures’ race, Marzouki seemed to be keen on diversifying his costumes and emphasizing the image cemented in the minds of Tunisians throughout the duration of his rule, rather than on delivering political stances or an electoral programme.

Through his pictures showing him wearing a neck tie without a jacket, Marzouki has perhaps tried to appear like President Obama, a dark colored man from the south, elegant but with simplicity and with a decent appearance. 

But critics of Marzouki say this radical change from the Barnous and Kashabiya to the neck tie, he looked like a disturbed person torn between conflicting stereotypes in the same way he appeared as a disturbed person torn between the image of a simple human rights activist, a politician and the son of popular classes and the image of a statesman. This, some say,  has made Marzouki appear to be imitating Beji Caid Essebsi.

Instead of carving a distinct image of himself, capable of excelling and competing with the image of his rival, Marzouki depended on what he believed to be the weaknesses of his opponent- Essebsi’s age and health conditions.  This explains why he was keen to widely distribute pictures of himself playing a football game to show that he is younger and healthier than his rival. 

These numerous pictures may have the advantage of being projected in the minds of people, especially in the memory of those voting on Sunday, but they may certainly create confusion. None of the two candidates upheld one image to make himself well remembered by people and imprint that image in voters’ minds. Instead, they used many different pictures which reflected what they are hoping to achieve, represent and symbolize.