European elections: anatomy of an odd marketing campaign | EUROtoday

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Debate on BFM-TV as part of the European election campaign, in Paris, May 27, 2024.

HAS just a few hours earlier than its official closing, this Friday June 7 at midnight, what provisional evaluation can we draw from the marketing campaign for the European elections? This query instantly raises a second one: what are these campaigns for? And will the one that’s ending have fulfilled its mission? By counting on the principle political theories, we will assign them no less than three features: to arouse curiosity within the election and to know the problems at stake; evaluate the totally different candidates; lastly select – select, above all.

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A marketing campaign “successful” (that means passable from a democratic viewpoint) would mix rising curiosity within the vote, “good uncertainty” regarding its outcomes, mobilization of voters and discount of the default selection. Data from the survey performed from May 27 to 30 by Ipsos for the Institut Montaigne, the Jean Jaurès Foundation, Cevipof and The world reveal, on all of those dimensions, a blended image.

Firstly, on the curiosity and understanding of the vote. In just a few months, curiosity within the European election has elevated, from 46% in November 2023 to 62% in May – solely 14% of French persons are not “not interested”. The marketing campaign will subsequently have, to a sure extent, helped to pique the curiosity of the French. But the very relative optimism of the evaluation will cease there. The anticipated turnout, estimated at 43% in November, rose laboriously to 47% one week earlier than the election, set for June 9 in France.

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National points

Almost in all places else in Europe, it’s estimated to be rising: 78% in Germany, 70% in Italy and Poland, 86% within the Netherlands. When requested concerning the emotions provoked by the marketing campaign, damaging qualifiers (disappointment, anger, disgust) outweigh optimistic emotions (ardour, curiosity, hope) – 59% for the previous, 56% for the latter. Even extra worrying is the notion of the democratic usefulness of the poll: 62% of these questioned imagine that the European elections “are not effective in making their voices heard”relegating them behind all different electoral deadlines.

It is evident that the marketing campaign may also have didn’t deliver out European points: 53% of voters surveyed declare that they are going to take note of above all of the events' proposals on nationwide points, in comparison with 47% on European points.

When requested about their matters of dialogue in current weeks, they place the European election in fourth place, behind New Caledonia, the assault on a jail van in Eure on May 14 and the preparation of Olympic Games. On this primary dimension, allow us to conclude that the marketing campaign will solely have partially performed its position.

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