Riding the yellow wave: the online populist communication of Rassemblement National (RN) leaders in response to the Gilets Jaunes protests and the 2019 European elections

Abstract

Radical-right populist parties will often try to exploit and ride a wave of popular discontent for their own electoral gain. This paper studies the online populist communication of the leaders of the Rassemblement National (RN) in France in the context of the Gilets Jaunes (GJ) protests and the 2019 European election. It analyses the Twitter activity of these leaders to determine whether they temporarily softened their nativist and exclusionary stances to align their communications with the anti-elitist discourse of the protest movement. We explored this question by employing a quantitative text analysis using R Studio tools of their tweets over a 12-month period in combination with a more qualitative analysis of their output on this social media platform. We carried out tests on bigram frequency, network structure, as well as qualitative analysis of posts on the GJ protests and then compared this data with existing works on the GJ, to identify whether and how the RN adapted its social media discourse at strategic times in the election cycle to better suit the Gilets Jaunes’ demands and themes. The results provide support for the expectation of a strategic modification and moderation of exclusionary populist discourse online with both politicians returning to nativist themes after the European election campaign was over and the GJ mobilisation lost momentum. We therefore suggest that the change in output is part of a strategic moderation or ‘de-demonisation’ in order to gain a wider pool of potential voters and in particular those sympathetic to the protest movement.