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THE EVOLUTION OF FRENCH POLITICAL
THE EVOLUTION OF FRENCH POLITICAL COMMUNICATION | COMMUNICATION | 157
Minister Jean-Pierre Raffarin’s rather long stay at the helm of the French Government,
Minister Jean-Pierre Raffarin’s rather long stay at the helm of the French Government,
despite an extremely low popularity rating in the polls, has clearly shown that only the
despite an extremely low popularity rating in the polls, has clearly shown that only the
will of President Jacques Chirac kept him in the job, another proof of the very strong
will of President Jacques Chirac kept him in the job, another proof of the very strong
grip on the whole political system given to French Presidents by the professionalisation
grip on the whole political system given to French Presidents by the professionalisation
of political communication.ommunication.
of political c
In a way, when De Gaulle had devised the Constitution of the 5th Republic to
In a way, when De Gaulle had devised the Constitution of the 5th Republic to
strengthen the President, he had probably not imagined that the professionalisation of
strengthen the President, he had probably not imagined that the professionalisation of
political communication was later going to give a much more definite support to his
political communication was later going to give a much more definite support to his
ideas. It does not only single out the President in regards to political parties, which wasties, which was
ideas. It does not only single out the President in regards to political par
De Gaulle’s plan, but also allows him to enforce his policies with little opposition…
De Gaulle’s plan, but also allows him to enforce his policies with little opposition…
unless, of course, his supporters lose the parliamentary elections. But the recentBut the recent
unless, of course, his supporters lose the parliamentary elections.
constitutional change that links parliamentary and presidential mandates makes this
constitutional change that links parliamentary and presidential mandates makes this
option now less likely.
option now less likely.
NOTES NOTES
1. His ‘Monsieur Mitterrand, vous n’avez pas le monopole du Coeur’ (Mister Mitterrand, you doitterrand, you do
1. His ‘Monsieur Mitterrand, vous n’avez pas le monopole du Coeur’ (Mister M
not have a monopoly on the heart) is still vivid for that generation of French voters
not have a monopoly on the heart) is still vivid for that generation of French voters
2. Mitterrand’s ‘official’ spending came to 99 million francs, and Jacques Chirac 95 million, but
2. Mitterrand’s ‘official’ spending came to 99 million francs, and Jacques Chirac 95 million, but
experts estimate both their campaigns to have cost about five times more if the hidden costs
experts estimate both their campaigns to have cost about five times more if the hidden costs
are included – whether by choice of hiding some expenses or just in adding the militants’
are included – whether by choice of hiding some expenses or just in adding the militants’
work costs,invisible ‘gifts to the cause’,and so on.
work costs,invisible ‘gifts to the cause’,and so on.
3. in Le Monde ,January 23–24,2005
3. in Le Monde ,January 23–24,2005
4. He even admitted once during an interview that he had not properly dealt with personal
4. He even admitted once during an interview that he had not properly dealt with personal
security issues while at the helm of Government, and probably had been too ‘naïve’in thinkingnaïve’in thinking
security issues while at the helm of Government, and probably had been too ‘
that solving the unemployment problem would also improve the citizen’s personal security…
that solving the unemployment problem would also improve the citizen’s personal security…
5. This latter relative rise in percentage was mainly caused by the rise of abstentions for the firsttions for the first
5. This latter relative rise in percentage was mainly caused by the rise of absten
round of the 2002 presidential election: Le Pen had only convinced about 233.000 more
round of the 2002 presidential election: Le Pen had only convinced about 233.000 more
voters than for the 1995 election, but the participation decrease made him climb from 15% to
voters than for the 1995 election, but the participation decrease made him climb from 15% to The Evolution of French Political Communication: Reaching the Limits of Professionalisation?
16.86% of the expressed votes.
16.86% of the expressed votes.
6. A television crew was allowed to follow the Jospin campaign from within,
6. A television crew was allowed to follow the Jospin campaign from within, so everyone hasso everyone has
been able to see Gérard Le Gall brutally – and wrongly!- reprimanded in one of the
been able to see Gérard Le Gall brutally – and wrongly!- reprimanded in one of the
campaign’s management meetings by the Socialist Party Parliamentary Group Leader, Jean-
campaign’s management meetings by the Socialist Party Parliamentary Group Leader, Jean-
Marc Ayrault (Maarek,2004a).
Marc Ayrault (Maarek,2004a).
REFERENCES REFERENCES
Ansolabehere, Stephen & Shanto Iyengar (1994) ‘Of Horseshoes and Horse Races: Experimental
Ansolabehere, Stephen & Shanto Iyengar (1994) ‘Of Horseshoes and Horse Races: Experimental
Studies of the Impact of Poll Results on Electoral Behaviour’, Political Communication, 11: 4,
Studies of the Impact of Poll Results on Electoral Behaviour’, Political Communication, 11: 4,
Oct–Dec 1994. Oct–Dec 1994.
Ansolabehere, Stephen & Shanto Iyengar (1995) Going negative, (How Political Advertisements
Ansolabehere, Stephen & Shanto Iyengar (1995) Going negative, (How Political Advertisements
Shrink and Polarize the Electorate). New York:The Free Press. The Free Press.
Shrink and Polarize the Electorate). New York:
Bongrand, Michel (1986) ‘Le marketing politique’ Presses Universitaires de France, coll.. ‘Que sais-
Bongrand, Michel (1986) ‘Le marketing politique’ Presses Universitaires de France, coll.. ‘Que sais-
je?’ N° 1698. je?’ N° 1698.
Davis, Richard (1999) The Web of Politics’,the Internet’s impact on the American political system.New
Davis, Richard (1999) The Web of Politics’,the Internet’s impact on the American political system.New
York,Oxford:Oxford University Press.
York,Oxford:Oxford University Press. 159