Andy Burnham and the rise of ‘aura farming’ in politics
July 25, 2026
As algorithms as much as manifestos play an increasingly important role in politics, Minnie Stephenson examines how the new UK Prime Minister is creating his personal brand in the influencer age.
Is “aura farming” the new political superpower?
There are some days in TV news when you find yourself standing in the middle of a farm, surrounded by baby goats, trying to explain internet slang.
This was one of those days.
There I was, in wellies, trying to unpack aura farming – a Gen Z term for carefully cultivating your image online so that you look effortlessly cool, authentic and charismatic.
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