Jordan Bardella, dressed in a pink shirt tucked into white pants, smiles as he poses on TikTok with the song Forever Young playing in the background, showing his two million followers that he is on vacation. This break is well-deserved after two exhausting campaigns, and especially after discreetly strengthening the status of his party, along with his leader and 126 deputies, as well as parliamentary collaborators and supporters. While the attention is on the Elysée as the president prepares for the upcoming session and the recently successful Olympic Games, it seems that the victories of the Rassemblement national (RN) have been somewhat overlooked.
The term “cultural battle” has become more mainstream recently and is seen as crucial for political success. This approach, once associated with Marxism and the strategy of Marion Maréchal as detailed in the media, is now gaining attention from journalists, politicians, and even television series. The battle, meant to precede political victories, is being fought more fiercely than ever. The strategy includes the creation of schools such as the Institute of Social, Economic and Political Sciences founded by Marion Maréchal, as well as the Institute of Political Training founded by Alexandre Pesey, which has trained over 3,200 young people to be “of service to France.” These institutes invite various speakers and influencers to train a new generation of political professionals and spread their ideologies.
In addition to traditional training methods, the RN is also focusing on conquering the digital world. Through tactics such as disinformation and astroturfing, they seek to dominate social media platforms and engage with a younger audience. Jordan Bardella and his team of communicators have successfully built a following of two million on TikTok, demonstrating a strong understanding of online communication. The far-right movement has cultivated around forty-five influencers who generate over a million views per month, including individuals known for their controversial and extremist content. This online presence is essential for shaping public perception and winning over a younger demographic.
The battle cultural strategy is not just about ideological training and digital presence but also extends to the recruitment and training of individuals to support the RN’s cause. The party has established institutions like the Institute of Journalism, aimed at creating a new generation of journalists who prioritize a certain “pluralism” in their reporting. By controlling the narrative through various platforms and channels, the RN can influence public opinion and advance their political agenda. This comprehensive approach to shaping public discourse and opinion is a key element of their long-term strategy for success.
As the political landscape continues to evolve, it is essential to understand the tactics and strategies used by parties like the RN to maintain and expand their influence. By investing in cultural battles, digital engagement, and shaping public discourse, the RN has positioned themselves as a formidable force in French politics. The party’s ability to adapt and leverage new technologies and platforms highlights their commitment to advancing their agenda and securing their status as a major political player in the country. By staying ahead of the curve and engaging with a diverse range of supporters and influencers, the RN continues to shape the political landscape in France.
