Issue link: https://maltatoday.uberflip.com/i/1539881
MaltaToday turned to sociol- ogist Michael Briguglio. His analysis of this phenomenon is clear. "If posting these kinds of photos didn't have a posi- tive effect for politicians, they wouldn't do it," he tells me. It's clear as that. Briguglio explains that when politicians rely solely on such photo-ops to gain popularity, it results in politics that, much like the humble pastizz, "is eas- ily consumed but lacks nutri- tion." He notes, however, that this phenomenon is not specific to Malta's favourite pastry, listing politicians who post photos of themselves cooking as an ex- ample. Coincidentally, this trend al- so drew controversy through- out the years, with social media users blasting Silvio Schembri for what they called a sex- ist comment when he posed for the camera in the kitch- en while cooking and saying that his wife "got him working overtime". It was a faux pas. On the bright side, the trend gave us unforgettable pictures of politicians wearing the most unlikely kitchen attire, with Alex Agius Saliba being the most memorable example as he sported a red Tommy Hilfiger jersey while stirring a pot and smiling at the camera. These antics, Briguglio says, risk putting sensationalism and likeability over actual poli- tics of substance. He notes that social media itself is partly to blame because it rewards en- gagement through mediums such as photos and short vid- eos. On top of that, while social media can amplify one's voice to a certain extent through access to audiences, the easy accessibility has given rise to a situation where people have a buffet of sources for informa- tion and news. Briguglio says that this leads to reputable sources such as newspapers and established authorities having to compete with con- spiracy theorists and people who say what they please with- out evidence. He points to US President Donald Trump's latest attack on paracetamol as an example of this. But back to the politics of pastizzi, Briguglio stresses that although posting photos of themselves sat around a table in a simple Maltese setting will get politicians likes, it is proper dialogue and discussions that truly place politicians close to the people. Briguglio's reflection is a cau- tionary message. Getting their hands messy with the crumbs and lard of a freshly baked pas- tizz might propel politicians high on the likeability index but on its own it will never be enough. Can we have two pastizzi and a glass of milky tea now, please? 11 maltatoday | SUNDAY • 28 SEPTEMBER 2025 NEWS The likes and the yikes! Prime Minister Robert Abela and his deputy, Ian Borg, enjoying a chat over pastizzi Serkin owner Kenneth Ciangura (left) with strongman Eddie Hall and other staff members Former PN official Ann Fenech eating pastizzi at Serkin to atone for her faux pas when criticising Joseph Muscat for taking EU leaders out for pastizzi