They sweat from exertion.
On Twitter, on Facebook, in videos that clearly make them uncomfortable.
Texts are written and spoken by professionals who tell them that they have no choice, the whole world is on social networks and they must be a part of it.
To connect with people/young people/pregnant women/cats who play between two and four in the afternoon or any other focus group.
Welcome to the world of cool politicians.
A school of thought that is entirely the product of publicists and content and advertising people, who decided that no one votes for serious people who talk about what is really burning and important. Leave you with the cost of living, or not with us - from the Israeli-Palestinian conflict. Let us "sneak" the public. Don't be Heavy, who has the power? People stuck in traffic jams and groaning under the cost of living, do you think they really want you to talk about it too?
Here is a campaign by the Labor Party, under the terrible name "Joint Work".
All the senior party officials, led by Chairman Michaeli, surround a young couple and try to understand what is bothering them in the country, what is really important. Write to us, tell us, let's create a relationship. There are co-working spaces, there are sharing apps that have sold in the billions, now comes a common sense campaign Whoever had his eyes on his head would have gone straight away, because why, in God's name, should the name of the Labor Party be written next to the name of a party that refused to be in the coalition?
But cool is cool.
And there is no choice.
And that's how serious people, like MK Naama Lazimi or MK Abtisam Marana, find themselves trying too hard to tell a story of lightness and grace.
The Minister of Transportation looks as if the event was over for her before it even started.
The others around her look like someone threw them on the dance floor just after breaking their knee.
And everyone who watches it wonders why it is necessary.
After all, Michaeli could truly be remembered as someone who broke through.
After all, she appointed a woman CEO, opened the door to public transportation on Shabbat and was the first to take action against the scooter phenomenon that endangers human life.
But instead of emphasizing the achievements, she tries to dub a couple of anonymous actors to tell her what bothers young couples in Israel.
You claim to lead, to be leaders, to be elected officials, do you have no idea what the essential problems are that the Israeli public is facing?
So yes, the "coolness" worked in Michaeli's favor at the beginning.
While the work had the appeal of tea from a dried bag, Michaeli brought with her a scent of Earl Grey, strong and perfumed: here, she arrived that could reach new audiences - and audiences too.
But enough, you joined the government and passed a phase.
You are already big kids, and so is your audience.
Hadar Mokhtar, 20 years old, can and should be a network star.
This is part of her story, of the buzz, she is the shelf product that only when you open the cap do you discover that it has a smell.
But serious politicians, in an age when the public is moaning, cannot afford to play around.
Nowadays, being cool is the least cool thing in the world.
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