Jordan Bardella, the new asset of the National Rally

Jordan Bardella, the new asset of the National Rally
Jordan Bardella, the new asset of the National Rally

Jordan Bardella is presented by some executives of the National Rally as Marine Le Pen’s “creature”, as the culmination of her strategy of de-demonization after the party’s historic scores in the last European and legislative elections.

Son of parents of Italian origin (and an Algerian great-grandfather), Jordan Bardella also uses his childhood in social housing in Seine-Saint-Denis, in the Gabriel Péri estate, for his storytelling. I was confronted with violence, with difficult ends of the month for my mother “, he repeats in interviews. There is truth and there is falsehood, tempers Pierre-Stéphane Fort, investigative journalist, author of the book “The Great Replacement”. Jordan Bardella, he spent his entire schooling in private Catholic schools that paid for school in Saint-Denis. When he was sixteen, his father took him on a long trip to the United States. At 19, when he got his driver’s license, his father gave him a Smart car, and gave him a free apartment at 20. But all that, that part of the story, was erased by the communicators ».

A rapid rise within the party

As soon as he came of age, his political commitment became his sole occupation. He left university without a degree. He had no professional experience apart from a summer job in his father’s company. Through training in political communication, Jordan Bardella climbed the ranks within the National Rally. In 2017, he was appointed spokesperson for the National Front and then head of the list for the 2019 European elections. At 23, he was the youngest MEP since 1979. In 2022, he became president of the National Rally, acclaimed by party members with more than 85%. He was then the third president of the far-right party in 50 years of existence and the first not to bear the surname Le Pen, but Jordan Bardella remained loyal to it. I know what I owe to Marine Le Pen “, explains the politician. As for ideas, he has also kept the traditional subjects and language elements of the party: immigration and authority.

A politician 2.0

What is changing, however, is the youth of the new president and his ability to reach a new audience, particularly on social media. At 28, the president of the RN is also one of the most followed personalities on TikTok, behind Emmanuel Macron and Jean-Luc Mélenchon. Selfies, current songs, private jokes, the president brings together an active community around him, but sometimes more interested in the young man’s physique than in his ideas. Jordan Bardella is a bit like a wolf in sheep’s clothing because the world talks about Jordan Bardella, his youth, his attractive side. But the back room, the people behind him and the programs, the ideas of the National Rally, they have not changed so much “, analyzes Pierre-Stéphane Fort.

On social networks and in the media, his media overexposure has nevertheless ended up upsetting the balances… among French voters and within the party. In May 2024, the Ipsos institute published a barometer on the different political figures. For the first time, Jordan Bardella is judged as the best right-wing opponent to the government… ahead of Marine Le Pen.

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