This paper analyzes the communication strategy of the Rassemblement National (RN), a French extreme right-wing party, on Twitter during the 2014 and 2019 European elections. Through qualitative analysis of 1256 tweets, the study reveals a shift in the party's image, aiming to broaden its appeal while retaining its populist core. The RN's strategy involved increasing tweet volume, using more multimedia content, and diversifying authorship to enhance engagement and create a more mainstream image.
Publisher
HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS
Published On
May 17, 2023
Authors
Uxía Carral, Jorge Tuñón, Carlos Elías
Tags
Rassemblement National
Twitter strategy
European elections
populism
social media
communication analysis
political image
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