Page 17 - Issue 64

Vol.1 Issue 64 ÉLITE

Tiktok was therefore at the heart of their
campaign since it is the closest application to
young people and their ways of thinking.
Even if the videos can highlight the
candidates in a ridiculous or non-serious
way.
On the other hand, left-wing parties have
But the most essential thing was to generate
also gained a large popularity, for example
views and reactions from young people so
the NFP videos with Jean-Luc Mélenchon
that they would share the content.
and the promises of his campaign which
Each party therefore took advantage of
are mainly attractive to the public,
Tiktok trends and mastered the Tiktok codes
especially to immigrants. He is seen in
in order to promote their campaigns. The
front of masses of French people giving his
application was therefore the main place of
speeches and gaining support. Or the
opposition between the right, the left and the
videos of Manon Aubry in the debates
center, and each side mastered Tiktok
where she “roasts” and clashes with
techniques in its own way. The main party
Bardella… In addition, Gabriel Attal also
that benefited from Tiktok was the RN,
has a Tiktok account with a number of
because the videos mainly revolved around
followers which does not exceed that of
the “persona” created for Jordan Bardella.
Bardella. However, like Bardella, he took
He is presented as a charismatic young man,
advantage of the “edits” in order to gain
a little charming and natural: he eats candy
more popularity; he also publishes videos
before appearing in a television series and
of himself with young people in the street
has a fighting history that is quite close to
and shares his most recent BeReal in order
young people and their interests and wishes.
to share his daily life and get even closer to
He also took advantage of Tiktok trends,
young people.
and the most important trend was the
“edits” of Bardella and Prime Minister
Gabriel Attal. Jordan Bardella therefore
knew how to use these edits by reacting to
them with humor in order to gain more

followers on his TikTok account. As a result,
Bardella was able to gain 2 million followers
on Tiktok, Bardella therefore became the
2. A voice is given to young people: the
most followed politician on Tiktok.
emergence of political activism in the form
of trends

Due to the proximity of the candidates to
young people, the videos published were a
mix between serious and lighter content;
some videos were informative, sarcastic or

parodic, others fueled by anger or sadness....

July 2024, p.17