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Le Pen tries to ‘take the politics out’ of her image in new campaign poster – FRANCE 24 English

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Far-right candidate Marine Le Pen heads into her second-round duel against President Emmanuel Macron with a new poster at the heart of her campaign, plastered with the new slogan “For all French people”. This marks the latest step in her communication strategy aimed at “de-demonising” her party.

Le Pen unveiled on Tuesday her new campaign poster for the April 24 second round. Gone is the previous poster zoomed in on her smiling face, above the line “Stateswoman”. Now we have a similarly smiley photo of her in a bare office setting, with the words “For all French people”.

On the face of it, the new poster is “quite typical” for second-round candidates keen for a “less partisan image enabling them to reach voters beyond their core support”, said Marion Ballet, an expert on political communication at Paris-Saclay University.

Like Macron’s second-round poster, Le Pen’s makes no reference to her party. In both cases, this is a “response” to French people’s “growing mistrust of the political party structure”, Ballet said.

The omission of Le Pen’s name, meanwhile, can be seen as a continuation of her strategy to normalise the National Rally party (Rassemblement National or RN) and rid it of associations with her father Jean-Marie, the party’s founder and leader from 1972 to 2011. She wants to get rid of the “sectarian” image the name Le Pen still conjures amongst large parts of the French electorate, Ballet pointed out.


‘A more modest image’

So the image says a lot about Le Pen’s bid for political respectability, even if the “substance of her discourse remains xenophobic, however softened it might seem”, said Stéphane Wahnich, a political scientist at Tel Aviv University and author of the book Marine Le Pen prise aux mots : décryptage du nouveau discours frontiste (“Marine Le Pen’s Use of Language: Uncovering the National Front’s New Discourse”).

Le Pen’s new poster also prompts a telling comparison with her poster for her first face-off against Macron in 2017, which showed her sitting on a wooden table with a bookcase in the background – “reminiscent”, as Wahnich puts it, of the august décor of the Élysée Palace.

Such a change shows that she does not want to jump ahead and conjure an image of herself in the president’s grand residence before the vote, Wahnich continued: This time, “she wants to portray a more modest image”.

The way Le Pen sat in that 2017 picture – sitting nonchalantly at that stately desk, with her skirt going up above the knee – was a “rather provocative posture showing her as an unabashedly feminine candidate”, said Jean-Philippe De Oliveira, a specialist in political communication at Grenoble Alpes University.

The new poster is “simpler, without the provocative aspect”, De Oliviera continued. It allows her to “look the part” by “suggesting that she understands what it means to run for the presidency”, he went on.

Marine Le Pen’s campaign poster and slogan for the second round of the 2017 French presidential election is pictured during a press conference for its presentation on April 26, 2017 in Paris. AFP – THOMAS SAMSON

‘Presenting herself as a normal person’

This more humble image also suggests she will give a more competent performance than her greatly criticised showing in the 2017 debate against Macron – when he calmly reeled off economic figures while she took recourse to her notes mid-sentence.

The softer self-projection even extends to the font Le Pen is using on her poster. “She opted for round, relatively thin letters for her slogan, connoting a non-aggressive image,” Wahnich said.

And above all, there is Le Pen’s smile. “It’s a frank smile, unlike the one in the 2017 poster,” said Christian Delporte, a specialist in the history of political communication also at Paris-Sarclay University. “It’s a way of placing her own personality centre stage – because Le Pen thinks she’s succeeded in creating a positive public image in France and that she’s got to capitalise on this in order to reach out beyond her party’s usual voters,” Delporte continued.

This depiction of a breezily smiling woman – with a “simple, modest” air – fits in well with Le Pen’s communication strategy since the start of her campaign, Ballet noted. The RN leader “made her cats into social media stars”, Ballet continued; Le Pen has also made much of Ingrid, her best friend since childhood, living with her as a “housemate”.

Thus Le Pen is “taking the politics out of her message in favour of a bid to present herself as a normal person”, Ballet added.

Le Pen the girl next door is by no means a popular campaign image amongst far-right grandees: “It’s an obvious break with the movement’s traditional approach to communication, which is focused on the image of a strong leader whom people can rally around,” Wahnich put it.

Two messages in one slogan

But it is perfectly natural for Le Pen to prioritise this kind of image: It marks the latest stage in the strategy she’s worked on since taking the reins from her father in 2011 – a strategy based on “de-demonising” her party; the approach encapsulated in its name change replacing Front with Rally in 2018.

“This poster represents the logical conclusion of this de-demonisation strategy,” Wahnlich said. “It’s very different from the message Jean-Marie Le Pen conveyed with his famous ‘Le Pen, le peuple’ posters [used from the late 1980s to the late 1990s] – there’s no longer any reference to the people, so it’s not the same populist phrasing.”

Nevertheless, De Oliveira said, Le Pen’s “For all French people” slogan operates on two levels: “On one level, it’s the most neutral of messages, because all incoming presidents say they will work for all French people. In this light, her choice of words is acceptable to all voters, in particular those who cast their ballots for Jean-Luc Mélenchon [the far-left populist who came a close third in the first round, garnering some 22 percent of the vote].”

At the same time, Wahnich added, there is a subtle but crucial difference with Macron’s slogan, “All of us”: By adding the word “French”, Le Pen is “excluding those she doesn’t see as French”.

This article was translated from the original in French.

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Gould calls Poilievre a ‘fraudster’ over his carbon price warning

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OTTAWA – Liberal House leader Karina Gould lambasted Conservative Leader Pierre Poilievre as a “fraudster” this morning after he said the federal carbon price is going to cause a “nuclear winter.”

Gould was speaking just before the House of Commons is set to reopen following the summer break.

“What I heard yesterday from Mr. Poilievre was so over the top, so irresponsible, so immature, and something that only a fraudster would do,” she said from Parliament Hill.

On Sunday Poilievre said increasing the carbon price will cause a “nuclear winter,” painting a dystopian picture of people starving and freezing because they can’t afford food or heat due the carbon price.

He said the Liberals’ obsession with carbon pricing is “an existential threat to our economy and our way of life.”

The carbon price currently adds about 17.6 cents to every litre of gasoline, but that cost is offset by carbon rebates mailed to Canadians every three months. The Parliamentary Budget Office provided analysis that showed eight in 10 households receive more from the rebates than they pay in carbon pricing, though the office also warned that long-term economic effects could harm jobs and wage growth.

Gould accused Poilievre of ignoring the rebates, and refusing to tell Canadians how he would make life more affordable while battling climate change. The Liberals have also accused the Conservatives of dismissing the expertise of more than 200 economists who wrote a letter earlier this year describing the carbon price as the least expensive, most efficient way to lower emissions.

Poilievre is pushing for the other opposition parties to vote the government down and trigger what he calls a “carbon tax election.”

The recent decision by the NDP to break its political pact with the government makes an early election more likely, but there does not seem to be an interest from either the Bloc Québécois or the NDP to have it happen immediately.

Poilievre intends to bring a non-confidence motion against the government as early as this week but would likely need both the Bloc and NDP to support it.

Gould said she has no “crystal ball” over when or how often Poilievre might try to bring down the government

“I know that the end of the supply and confidence agreement makes things a bit different, but really all it does is returns us to a normal minority parliament,” she said. “And that means that we will work case-by-case, legislation-by-legislation with whichever party wants to work with us. I have already been in touch with all of the House leaders in the opposition parties and my job now is to make Parliament work for Canadians.”

She also insisted the government has listened to the concerns raised by Canadians, and received the message when the Liberals lost a Toronto byelection in June in seat the party had held since 1997.

“We certainly got the message from Toronto-St. Paul’s and have spent the summer reflecting on what that means and are coming back to Parliament, I think, very clearly focused on ensuring that Canadians are at the centre of everything that we do moving forward,” she said.

The Liberals are bracing, however, for the possibility of another blow Monday night, in a tight race to hold a Montreal seat in a byelection there. Voters in LaSalle—Émard—Verdun are casting ballots today to replace former justice minister David Lametti, who was removed from cabinet in 2023 and resigned as an MP in January.

The Conservatives and NDP are also in a tight race in Elmwood-Transcona, a Winnipeg seat that has mostly been held by the NDP over the last several decades.

There are several key bills making their way through the legislative process, including the online harms act and the NDP-endorsed pharmacare bill, which is currently in the Senate.

This report by The Canadian Press was first published Sept. 16, 2024.

The Canadian Press. All rights reserved.

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Voters head to the polls for byelections in Montreal and Winnipeg

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OTTAWA – Canadians in two federal ridings are choosing their next member of Parliament today, and political parties are closely watching the results.

Winnipeg’s Elmwood —Transcona seat has been vacant since the NDP’s Daniel Blaikie left federal politics.

The New Democrats are hoping to hold onto the riding and polls suggest the Conservatives are in the running.

The Montreal seat of LaSalle—Émard—Verdun opened up when former justice minister David Lametti left politics.

Polls suggest the race is tight between the Liberal candidate and the Bloc Québécois, but the NDP is also hopeful it can win.

The Conservatives took over a Liberal stronghold seat in another byelection in Toronto earlier this summer, a loss that sent shock waves through the governing party and intensified calls for Prime Minister Justin Trudeau to step down as leader.

This report by The Canadian Press was first published Sept. 16, 2024.

The Canadian Press. All rights reserved.

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Next phase of federal foreign interference inquiry to begin today in Ottawa

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OTTAWA – The latest phase of a federal inquiry into foreign interference is set to kick off today with remarks from commissioner Marie-Josée Hogue.

Several weeks of public hearings will focus on the capacity of federal agencies to detect, deter and counter foreign interference.

Prime Minister Justin Trudeau and key government officials took part in hearings earlier this year as the inquiry explored allegations that Beijing tried to meddle in the 2019 and 2021 federal elections.

Hogue’s interim report, released in early May, said Beijing’s actions did not affect the overall results of the two general elections.

The report said while outcomes in a small number of ridings may have been affected by interference, this cannot be said with certainty.

Trudeau, members of his inner circle and senior security officials are slated to return to the inquiry in coming weeks.

This report by The Canadian Press was first published Sept. 16, 2024.

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