Jordan Bardella, the 28-year-old leader of France’s far-right National Rally (RN) party, has been gaining attention on social media, particularly TikTok, ahead of general elections scheduled for June 30 and July 7.
Despite their popularity on social media, experts have warned against using these indices as reliable predictors of voting intentions.
Bardella’s rival, current prime minister Gabriel Attal, who is running President Emmanuel Macron’s centrist Renaissance party’s campaign, responded directly to Bardella on TikTok, accusing his team of “total amateurism.” Bardella responded by arguing that the mainstream media had misrepresented his party and offering a calm warning about the dangers of misinformation.
The researchers suggest that Bardella’s success on TikTok is due to his adoption of a “code of authenticity” in his video content: He frequently appears in candid scenes, shows off his personality, and presents himself as approachable and sincere. This approach has helped him gain a large following on TikTok, including 1.7 million followers.
While the RN’s policy platform remains focused on traditional far-right issues such as immigration, national identity and law and order, Bardella’s popularity among younger voters is notable.
A quarter of French voters aged 18-24 supported the RN in the recent European Parliament elections, even though opinion polls show young people are generally liberal on issues such as climate change and gay rights.
Experts speculate that RN’s TikTok strategy may be aimed at securing future voters, as today’s teenagers are the voters of tomorrow, and RN hopes that by cementing an image of Bardella in their minds now, they will be more naturally inclined to support him in the future.
Despite their popularity on social media, experts have warned against using these indices as reliable predictors of voting intentions.
Bardella’s rival, current prime minister Gabriel Attal, who is running President Emmanuel Macron’s centrist Renaissance party’s campaign, responded directly to Bardella on TikTok, accusing his team of “total amateurism.” Bardella responded by arguing that the mainstream media had misrepresented his party and offering a calm warning about the dangers of misinformation.
The researchers suggest that Bardella’s success on TikTok is due to his adoption of a “code of authenticity” in his video content: He frequently appears in candid scenes, shows off his personality, and presents himself as approachable and sincere. This approach has helped him gain a large following on TikTok, including 1.7 million followers.
While the RN’s policy platform remains focused on traditional far-right issues such as immigration, national identity and law and order, Bardella’s popularity among younger voters is notable.
A quarter of French voters aged 18-24 supported the RN in the recent European Parliament elections, even though opinion polls show young people are generally liberal on issues such as climate change and gay rights.
Experts speculate that RN’s TikTok strategy may be aimed at securing future voters, as today’s teenagers are the voters of tomorrow, and RN hopes that by cementing an image of Bardella in their minds now, they will be more naturally inclined to support him in the future.
