Scholz eye patch

In September 2023, then German Chancellor Olaf Scholz wore a medical eye patch following a jogging accident. A photograph of the Chancellor wearing the eye patch, which he published himself, quickly developed into an Internet meme.

In retrospect, observers have described the deliberate handling of the incident as a successful example of targeted political communication and personal branding in the contemporary digital environment of mass media. The eye patch reportedly became a recognizable feature of the Chancellor, made him appear more relatable, and supported his reputation in the long term.

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