The banker and the heir:
Berthet, Élodie
The banker and the heir: - 2021.
14
The aim of this article is to show how Emmanuel Macron and Marine Le Pen—the two second-round candidates of the 2017 French presidential election—used negativity in their tweets to consolidate their position while discrediting their direct opponent. The study focuses on forms of address, the personal and political nature of the attacks, as well as the way the candidates defined their opponent’s agenda and personality. The results show that each candidate portrayed their opponent as a danger to France—either because of their personality or agenda—to which they represented the only solution. While the economy and Europe were the favorite themes of attack, we also noticed a battle between the candidates over the term “heir.”
The banker and the heir: - 2021.
14
The aim of this article is to show how Emmanuel Macron and Marine Le Pen—the two second-round candidates of the 2017 French presidential election—used negativity in their tweets to consolidate their position while discrediting their direct opponent. The study focuses on forms of address, the personal and political nature of the attacks, as well as the way the candidates defined their opponent’s agenda and personality. The results show that each candidate portrayed their opponent as a danger to France—either because of their personality or agenda—to which they represented the only solution. While the economy and Europe were the favorite themes of attack, we also noticed a battle between the candidates over the term “heir.”
Réseaux sociaux