A simmering political debate is erupting within Germany, centered on Bavarian Minister-President Markus Söder’s carefully cultivated public image. Former SPD General Secretary Kevin Kühnert has launched a scathing critique, accusing Söder of employing manipulative “identity politics” through the strategically deployed imagery of Bavarian tradition – specifically, an almost obsessive focus on sausages and folklore.
Kühnert’s remarks, published in Rolling Stone, directly challenge earlier criticisms leveled by Robert Habeck, who dismissed Söder’s sausage-eating displays as apolitical. Kühnert, however, argues that the endless photographs of Söder at sausage stands and Bavarian festivals constitute a deliberate political statement, a carefully constructed brand of Bavarian identity designed to resonate with voters. He paints a portrait of Söder as a “landesfürst” constantly broadcasting on Instagram, transforming regional pride into a marketable political asset.
The former television editor, Kühnert contends, expertly manipulates perception, presenting a simple snack – a “Brettljause” – as a major investment package. He characterizes the strategy as largely tourism marketing interwoven with occasional political content. “It’s cheap identity politics – and no one should fall into this sausage trap any longer” he wrote.
Kühnert’s analysis extends beyond mere disapproval, suggesting that Söder’s public persona operates according to the logic of a sophisticated algorithm. In a particularly striking comparison, he equates Söder’s performance to the behavior of a Large Language Model like ChatGPT, suggesting pre-calculated responses designed to elicit specific reactions. He accuses Söder of feigning warmth and conviviality, describing them as artificial as the sets of Bavaria Film Studios.
Despite his sharp condemnation of the tactic, Kühnert concedes a certain admiration for Söder’s skill in crafting this calculated image. He concluded his commentary with a colloquial Bavarian expression, “A Hund bist fei scho, Markus” – acknowledging the shrewdness, while simultaneously implying a degree of cunning and calculated artifice. The controversy highlights growing concerns about the increasing use of performative regionalism and manufactured authenticity in German politics and the dangers of blurring the lines between genuine connection and strategic manipulation.