Amid 70,000 state layoffs, Macri hires image coach to make his wife into "the new Michelle Obama"

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7. Her husband's a big believer in photo ops - and teleprompters.

Nor is he above pimping his wife for a good photo op. I say that because she herself is very media shy, and probably wouldn't on her own volition. Her husband, ironically, started out a little media shy himself; but has really seemed to get the hang of it over the last few years - as long as there's a teleprompter around, anyway.

Every now and then Macri would visit a public housing project as mayor, making sure to have his picture taken with a group of poor/working class children around him. Pretty shameless, considering that as mayor he slashed public school spending and practically froze public housing construction (public housing budgets are a local and provincial prerogative in Argentina, unfortunately).

Just goes to show you're right: it's not the photo that counts; but the deeds, and what's inside. I'm sure Mrs. Obama would tell the Macris the same thing.