Boris Johnson dangling from a zip wire.
Justin Trudeau hugging a unicorn.
Marine Le Pen in a Volkswagen Beetle.
Ed Davey’s bungee jump.
Some moments in public life have a way of lingering in our memories. In recent years, politicians have increasingly been borrowing tactics from social media influencers to connect with the public. Whether on the campaign trail or in the lead-up to the Olympics, some have turned to theatrical gestures to showcase their ambitions and achievements. But while these stunts can grab attention, they don’t always achieve the desired impact.
Take Anne Hidalgo’s recent dip in the River Seine. The long-promised swim was meant to demonstrate the water’s cleanliness ahead of the swimming competitions at Paris 2024. However, just a few days ago, triathlon training sessions were abruptly canceled due to detected pollution, despite the French government’s staggering €1.4 billion investment in cleaning the river.
This twist raises questions about whether the cleanup efforts were effective and if the investment was worth it. It also sparks a bigger conversation about public and private spending priorities and the real impact of these investments.
The digital campaign trail
But we all know politicians are masters of presenting a rosy facade. Which is why they are increasingly turning to Instagram and YouTube to connect with a younger audience, using these platforms to promote their positions and critique their opponents. This shift reflects a broader trend of leveraging social media to engage with voters. In the lead-up to the 2022 French presidential election, Emmanuel Macron engaged with YouTubers McFly and Carlito to connect with younger voters through playful challenges. Despite his efforts to make himself more relatable, many young voters became disillusioned with his presidency, his punitive measures and lack of support for young people in disadvantaged neighborhoods.
For her political comeback in 2023, Marine Le Pen caused a stir by posing in a vintage Volkswagen Beetle, captured by her communications team. This photo, which quickly went viral on social media, shows her sitting in the parked car in her stronghold of Hénin-Beaumont. Using the visual cues of electoral triumph, such as a newly elected president greeting the crowd from a car, the picture seeks to present Marine Le Pen as a future head of state.
Other political figures like Nicolas Sarkozy, Jean-Luc Mélenchon and Jordan Bardella have also adopted digital strategies. Mélenchon’s party, La France Insoumise, has led the way in innovative political communication, even pushing for live streaming of parliamentary sessions to boost transparency and engagement.
Stunts over substance
As political communication evolves, these flashy stunts and influencer tactics highlight a growing trend: mixing politics with entertainment and social media culture. While they can create a lot of buzz and connect with different audiences, their true impact often hinges on how well they deliver real results and meet public expectations.
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