Abstract
Since the advent of François Mitterrand in 1981, French politics has undergone a profound transformation, marked by the irruption of commercial marketing techniques into the electoral sphere. This upheaval, initiated by the advertising slogan "Le Changement est là," has continued to intensify over the decades, shaping the current political landscape and influencing electoral strategies in a lasting way.
Extract
[...] How does this compare to the 2022 campaign? In a context marked by multiple crises, economic, health and social, the name change of our political party reflects a desire for renewal and concrete action for France. Political communication is intended to be clear and transparent, reflecting our determination to meet the major challenges facing our country. The Covid-19 pandemic has severely tested France, leading to an economic downturn and weakening many sectors, particularly agriculture, which is particularly exposed to the energy crisis. [...]
[...] How did Emmanuel Macron's use of marketing strategies evolve between his 2017 and 2022 presidential campaigns? The Emergence of Marketing Strategies in French Electoral Politics Since the advent of François Mitterrand in 1981, French politics has undergone a profound transformation, marked by the irruption of commercial marketing techniques into the electoral sphere. This upheaval, initiated by the advertising slogan "Le Changement est là," has continued to intensify over the decades, shaping the current political landscape and influencing electoral strategies in a lasting way. [...]
[...] In 2016, Emmanuel Macron established the En Marche movement. The very name of the party implied that citizens would move towards a new Republic, a new France. The photograph illustrating the party's program showed Macron looking towards the horizon3. Also, the 2017 candidacy was marked by a strong Gaullist inspiration, which some scholars refer to as hyper-Gaullism4. This affinity was manifested through a sharing of common values with General de Gaulle, including a disdain for the traditional political class, a desire to stand above parties, and an aspiration for a society united around a common project. [...]
[...] Mastering the codes of digital communication, the party has capitalized on social networks to strengthen its image and connect with citizens. In the face of successive lockdowns, it has deployed an ambitious digital strategy, allowing the French to come together and exchange views virtually. President Macron himself has adopted this mode of communication, regularly publishing short and informal videos on social networks. From his very first term in office, the president demonstrated a mastery of social media communication by collaborating with popular influencers, such as McFly and Carlito in 2021 to promote barrier gestures. [...]
[...] Moreover, the European reconstruction emerged as a central theme of the 2022 presidential campaign, shaping the party's communication with a resolutely European dimension. The incumbent President made this challenge a cornerstone of his platform, positioning himself as the ideal candidate to elevate France's political and military role within the European Union8. In conclusion, the political marketing surrounding both campaigns was adapted to address the concerns of citizens, the political environment, as well as the crises and conflicts in France and around the world. [...]
