The Production of Forms of Internal and External Media Capital

This article seeks to explain David Cameron’s political ascension. In order to do so, it employs the notion of “media capital” and examines its various forms. Media capital can be produced both within and outside the political field, and may stem as much from institutional positions as from an individual’s personality. Several modalities of accumulation of media capital can therefore be identified, for instance by means of social capital through journalists, or via successful media performances. These conceptual distinctions help to explain David Cameron’s seemingly surprising success in the race for the British Conservative Party’s leadership in 2005. Although relatively young and less known than his opponents, Cameron fostered specific forms of media capital (social capital through journalists, media performances) that were instrumental in influencing opinion in the Westminster microcosm, subsequently enabling him to win the race.