Jordan Bardella, politics with an influencer twist

Some of Jordan Bardella’s videos on social networks are viewed several million times. The president of the National Rally relies on short and dynamic videos, in which he shows himself naturally, like behind the scenes before a televised debate. He wants to show a relaxed, young and seductive image. According to François Nicolle, doctor of management sciences and influence specialist, Jordan Bardella uses the same codes as influencers, to which younger people are accustomed.

“Influencers will make sponsored publications to praise the merits of a brand, a product or a service, and alongside that talk about their daily life. It is exactly these codes that have taken up Jordan Bardella becomes a brand as a person and will promote the ideas of the National Rally., he explains. In this way, politics fades into the background, in order to better appeal to young voters. When he discusses politics, he avoids long speeches and favors punchlines.

Pierre-Stéphane Fort, a journalist who followed Jordan Bardella for several months, particularly remembers a trip to the provinces in September. “He has a popstar welcome”he notes.