A Bloomberg column by Stephen Marche comparing Justin Trudeau's use of social media to Donald Trump's was published on Thursday.
Its headline? "Why Trudeau Is Like Trump."
And if that wasn't inviting enough, check out the piece's accompanying photo:
— Bloomberg (@business) September 9, 2016
The mashup of the prime minister and the Republican presidential nominee was, as you would expect, a hit on Twitter:
— Siraj Datoo (@dats) September 8, 2016
@tracyalloway I'm having an unsettling tumult of emotions looking at this
— David Fickling (@davidfickling) September 8, 2016
No no no no no no no no no no no no no no no no no no no no no no no ⚡️ “The Trudeau-Trump mashup you can't unsee”https://t.co/9Hqw66P9sx
— Karen Lopez (@datachick) September 9, 2016
Even columnist Marche thought the photo was "somewhat terrifying:"
The accompanying photo of Trudeau mashed with Trump is somewhat terrifying. https://t.co/u7g2tEe4Se
— Stephen Marche (@StephenMarche) September 8, 2016
In his piece, the Canadian writer argues that Trudeau's mastery of going viral — posing with pandas, getting spotted shirtless more than once, etc. — has allowed him to circumvent political obstacles and controversy.
"If you can control the viral space, traditional politics don’t matter," Marche writes. "Virality provides one of the greatest political covers ever."
Toward the end of his column, however, Marche paints Trudeau as being "beyond" Trump as well as Democratic nominee Hillary Clinton. He says the prime minister has used social media not to just win popularity, but also to govern.
"The shirtless man emerging from the Quebec cave is eager to smile for the selfie," March writes. "That way, you won’t look to see what’s behind him. Everyone on Facebook will love it."