From Front National to Ressemblement National in France: Rebranding the Party Image

Cover Page

Abstract


On the 1st June 2018 Front National changed its name to Rassemblement National - a measure to break away from antisemitism and anti-Islamism, to create a better party image. However, the old symbol - the flame - has been preserved as a tribute to “old guard” of the part, and Marine Le Pen’s presidential campaign statements were transferred to the party’s new website unchanged. The aim of this article is to examine if the party changed its agenda after re-branding or if it remained a formality. The research question is whether the party tries to attract electorate by changing its political course or it leaves the main ideas intact. Author tries to address the research question by using document analysis method and comparative analysis of the party’s programs. Though the party no longer calls for fighting Muslim-migrants and focuses on economic issues, author concludes, that it still aims at promoting assimilation policy which is a milder version of fight against migrants coming from other cultures.


About the authors

Evgenia A. Zakharova

MGIMO University

Author for correspondence.
Email: eva5094@mail.ru
76 Prospekt Vernadskogo, Moscow, 119454 Russian Federation

Postgraduate of the Department of Comparative Politics

References

  1. Grondin L.-J. Du Front National au Rassemblement National : L’Évolution du parti á l’aune des théories du marketing et du rebranding. Montréal: Université de Montréal; 2019. 163 p.
  2. Anholt S., Hildreth J. Brand America: The mother of all brands. London: Cyan Books; 2004. 192 p.
  3. Scammel M. Political Brands and Consumer Citizens: The Rebranding of Tony Blair. The Annals of the American Academy of Political and Social Science. 2007; 611: 176–192.
  4. Parsons T. On the Concept of Political Power. In: Sociological Theory and Modern Society. New York; 1956: 306–310.
  5. Bourdieu P. Political Sociology. Translation by N.A. Shmatko. Moscow: Socio Logos; 1993. 336 p. (In Russ.).
  6. Nedyak I.L. Political Marketing. Theoretical Basis. Moscow: Izdatelstvo “Ves Mir”; 2008. 352 p. (In Russ.).
  7. Speed R., Butler P., Collins N. Contemporary Branding Thought to Political Parties and Their Leaders. Journal of Political Marketing. 2015. 14 (1–2): 129–151. DOI: 10.1080/ 15377857.2014.990833
  8. Schneider H. Branding in Politics – Manifestations, Relevance and Identity-Oriented Management. Journal of Political Marketing. 2004. 3 (3): 41–67. DOI: 10.1300/ J199v03n03_03
  9. Nedyak N.I. Marketisation of politics in terms of political marketing. PolitBook; 2013. 4: 31–46. (In Russ.).
  10. Nedyak I.L. Political marketing: features of scientific development. Polis. Political Studies; 2010. 3: 144–153. (In Russ.).
  11. Malinova O.Yu. Symbolic Politics: contours of research. Vyp.1: Constructing images of the past as a power resource. Moscow: INION RAN; 2012: 5–16. (In Russ.).
  12. Comtat E. “ ‘Historical trauma’ and the National Front vote: the impact of the memory of the Algerian War on the political opinions of the returnees. Memory and Politics Notebooks. 2018. Cahier No. 5. P. 5–23. (In French).
  13. Alduy C. New speech, new success. Powers. No. 157 (avril). P. 17–29. (In French).
  14. Crépon S., Dézé A. et Mayer N. The National Front pretenses. Presses de Science Po. 2015. 606 p. (In French).
  15. Malinova O.Yu. Myth as category of symbolic politics; analyses of theoretical framework. Polis. Political Studies; 2015. 4: 12–21. (In Russ.).
  16. Perrineau P. The disruptive vote: the 2017 presidential and legislative elections. Paris: SciencePo, les presses; 2017. 448 p. (In French).
  17. Lecœur E. Symbolic front. On French neo-populism. Thirty years of the National Front. Lecœur Erwan. Paris, The Discovery, “Free Notebooks”; 2003: 218–235. (In French).
  18. Bennett C. I. Comprehensive Multicultural Education: Theory and Practice. Boston: Allyn and Bacon; 1995. 452 p.
  19. Veretevskaya A.V. Prospects and challenges for multiculturalism in Western democracies. Moscow: MGIMO; 2012.
  20. Ecuvillon P. The Le Pen phenomenon: relational, historical and aesthetic analysis of a political singularity. Sociology. Université Paul Valéry – Montpellier III, 2015. Français. 374 p. (In French).
  21. Zakharova E.A. Modern terrorism through the prism of French politics. Politicheskaya nauka; 2018. 4: 421–257. (In Russ.). doi: 10.31249/poln/2018.04.12

Statistics

Views

Abstract - 98

PDF (Russian) - 27

Cited-By


PlumX

Dimensions


Copyright (c) 2020 Zakharova E.A.

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

This website uses cookies

You consent to our cookies if you continue to use our website.

About Cookies