In this paper, we utilise the Nineteenth Century Newspaper Corpus to examine reporting surrounding William Gladstone’s Midlothian campaign, a key point in the democratization of British politics where a politician not only communicated with ordinary people through hustings but indirectly to a wider electorate via media reporting of those hustings. With the use of social actor analysis (van Leeuwen 2008), approached through collocation, we find that a distinctive feature of media reporting was a focus on Gladstone’s family. This surprising intersection of family and electioneering reveals a powerful hierarchy of social relationships in terms of gender and seniority, which became an effective propaganda strategy as Gladstone, enabled by Liberal-supporting newspapers, utilised his family as a political tool.