a marketing campaign that “evades any substantive reflection” | EUROtoday

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Lhe legislative marketing campaign launched at full pace this Monday, June 17, sees two temporalities collide: a hyperpresent on the one hand and an instrumentalized previous on the opposite. The solely future that we brandish is the anxiety-provoking one among chaos – a hazard brandished with aplomb by those that are nonetheless its predominant architects.

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Twenty days is the minimal period set by the constituent for campaigning following a dissolution. Twenty days of a hypertrophied current, the place haste imposes itself as an advisor, as unhealthy as it’s inevitable. Applications submitted in haste, much less various and fewer equal, applications put collectively in only a few hours, to the detriment of coherence and feasibility, an omnipresence of social networks, of the president of the National Rally (RN), Jordan Bardella, consuming sweet on his TikTok account earlier than getting into a gathering, on the BeReal – this software the place customers share instantaneous images – of the Prime Minister, Gabriel Attal.

This specific marketing campaign is doubly problematic. It sidesteps any substantive programmatic reflection and encourages folks to present in to the decision of untenable guarantees. It due to this fact insults the longer term, confirming an inevitable strengthening of disappointment and mistrust. She is then understood by way of the only real prism of her every day “blows”, her rallies and denials, her little phrases or her pet names. The French, surprised, adopted the minute by minute developments of this unhealthy vaudeville which didn’t have the panache of those good political sequence to which some needed to match them.

Untouchable reminiscence

Infobesity is reaching pathological ranges, however is it nonetheless info? The political commentator is overwhelmed and helpless, however he should intervene and feed the insatiable beast of the 24-hour information channels. He feedback, generally makes errors or contradicts himself, like politicians who announce, usually again down and renege. But how may it’s in any other case?

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Add to this, a distressing novelty in latest days, the exploitation of essentially the most tragic information objects. On the left, any try to reconnect with the rhetoric of the decision for desires and “bright tomorrows” is overtaken after which prevented by purges and settling of scores. Far from the claimed primacy of values ​​and concepts, the chief's obsession, fueled by an incurable Bonapartism, crushes all the things.

Then the twists of the previous. The European marketing campaign already overinvested in historic questions, in a memorial sequence marked by the commemorations of the 1944 Landings. “We can’t do anything about it if the anniversary of the Landing falls every year on June 6”, responded, mockingly, from the Elysian advisors. From June 10, the day after the dissolution, the President of the Republic draped himself within the trappings of an untouchable reminiscence in Tulles and in Oradour-sur-Glane (Haute-Vienne) summoning, with the German president, the reminiscence of the disasters of Nazi barbarism.

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https://www.lemonde.fr/politique/article/2024/06/21/legislatives-2024-une-campagne-qui-escamote-toute-reflexion-de-fond_6242136_823448.html