The dominance of right-wing ideas in France’s presidential election campaign follows years of cultural wars waged successfully by conservatives on television, in social media and in think tanks.PARIS — With just days to go before the first round of France’s presidential election, President Emmanuel Macron is still the odds-on favorite to make it through the political juggernaut and win a second term. But even if he does succeed, and before a single ballot is cast, another clear winner has already emerged from the race.The French right.Despite a late surge by Jean-Luc Mélenchon, the leading left-wing candidate, virtually the entire French campaign has been fought on the right and far right, whose candidates dominate the polls and whose themes and talking points — issues of national identity, immigration and Islam — have dominated the political debate. The far right has even become the champion of pocketbook issues, traditionally the left’s turf.Mr. Macron himself has pivoted to the right so consistently to confront the challenge that there is even discussion now of whether he should be regarded as a center-right president, though he emerged from a government run by the now-moribund Socialists in 2017.In a tightening race, the candidate he is most likely to face in a runoff two weeks from Sunday’s initial voting is Marine Le Pen, the far-right leader of the National Rally, according to polls. It would be her second consecutive appearance in the final round of the presidential election, cementing her place in the political establishment.“The great movement to the right — that’s done, it’s over,” said Gaël Brustier, a political analyst and former adviser to left-wing politicians. “It won’t set off in the other direction for 20 years.”Ms. Le Pen is the candidate most likely to face President Emmanuel Macron in a runoff two weeks from initial voting, according to polls.Andrea Mantovani for The New York TimesMs. Le Pen and her party for decades softened the ground for the growth of the right. But the right’s recent political ascendancy follows many years in which conservatives have successfully waged a cultural battle — greatly inspired by the American right and often adopting its codes and strategies to attract a more youthful audience.Not only has the French right in recent months wielded the idea of “wokisme” to effectively stifle the left and blunt what it sees as the threat of a “woke culture” from American campuses. But it also has busily established a cultural presence after years with few, if any, media outlets in the mainstream.Today the French right has burst through social barriers and is represented by its own version of a Fox-style television news channel, CNews, an expanding network of think tanks, and multiple social media platforms with a substantial and increasingly younger following.These things “did not exist in France or were at the embryonic stage” just a few years ago, said François de Voyer, 38, a host and financial backer of Livre Noir, a year-old YouTube channel focusing on politicians on the right and far right.Learn More About France’s Presidential ElectionThe run-up to the first round of the election has been dominated by issues such as security, immigration and national identity.Suddenly Wide Open: An election that had seemed almost assured to return President Emmanuel Macron to power now appears to be anything but certain as the far-right leader Marine Le Pen surges.The New French Right: A rising nationalist faction has grown its coalition by appealing to Catholic identity and anti-immigrant sentiment.Challenges to Re-election: A troubled factory in Mr. Macron’s hometown shows his struggle in winning the confidence of French workers.Behind the Scene: In France, where political finance laws are strict, control over the media has provided an avenue for billionaires to influence the election.A Political Bellwether: Auxerre has backed the winner in the presidential race for 40 years. This time, many residents see little to vote for.Private Consultants: A report showing that firms like McKinsey earned large sums of money to do work for his government has put Mr. Macron on the defensive.“We told ourselves, ‘Let’s do like CPAC in the United States,’” said Mr. de Voyer, referring to the Conservative Political Action Conference, the annual gathering of the right wing of American politics.So he did.In 2019, Mr. de Voyer co-organized “The Convention of the Right,” a one-day conference that featured leading figures of the right and the far right. It constituted a political launchpad for Éric Zemmour, the TV pundit and best-selling author.Mr. Macron has consistently pivoted to the right, so much so that there has been discussion of whether he should be regarded as a center-right president.Dmitry Kostyukov for The New York TimesMore than any other presidential hopeful, Mr. Zemmour has embodied the effects of the right’s cultural battle on the campaign.In his best-selling books and on his daily appearances on CNews, Mr. Zemmour over a decade became a leader of the new right-wing media ecosystem that painted France as being under an existential threat by Muslim immigrants and their descendants, as well as by the importation of multicultural ideas from the United States.Though he has now receded in the polls, to about 10 percent support, Mr. Zemmour’s meteoric rise last year captured France’s attention and ensured that the presidential campaign would be fought almost exclusively on the right’s home turf, as he successfully widened the boundaries of what was politically acceptable in France.Mr. Zemmour brought into the mainstream a racist conspiracy theory that white Christian populations are being intentionally replaced by nonwhite immigrants, said Raphaël Llorca, a French communication expert and member of the Fondation Jean-Jaurès research institute.The “great replacement,” as the theory is called, was later picked up as a talking point even by Valérie Pécresse, the candidate of the establishment center-right Republican Party.Such penetration into the mainstream is the result of a decade-old organizational effort by the right.Thibaut Monnier, a former councilor for Ms. Le Pen’s party who then joined Mr. Zemmour’s movement, said that in the mid-2010s conservatives like him set for themselves a “metapolitical” project of creating new political institutions and their own media.Éric Zemmour, right, and a French TV host before a French political show in February. Mr. Zemmour has embodied the effects of the right’s cultural battle on the campaign.Bertrand Guay/Agence France-Presse — Getty ImagesIn 2018, along with Marion Maréchal, the niece of Ms. Le Pen, Mr. Monnier co-founded a conservative political institution in Lyon called Issep, or the Institute of Social, Economic and Political Sciences. The school is an alternative to what he describes as higher-education establishments dominated by the left.But even as it elbowed its way into the educational establishment, the far right also succeeded in a parallel campaign to spread its ideas on social media to make itself appear attractively transgressive.Central to Mr. Zemmour’s cultural battle has been his command of social media and pop culture codes, Mr. Llorca said.The far-right candidate is very active on networks like TikTok and Instagram, where he posts daily messages and videos aimed at a younger audience. His YouTube campaign-launching video, riddled with cultural references, drew millions of viewers.Mr. Llorca said that Mr. Zemmour had successfully waged a “battle of the cool” designed to “play down the radical content” of his ideas without ever changing their substance. He has been helped by a network of internet users who defuse with humor the violence of his extremist ideas. On Facebook and Instagram, accounts followed by tens of thousands of people frequently post lighthearted memes about Mr. Zemmour.Mr. Zemmour has received support from far-right YouTube influencers mocking everything from feminism to veganism to trade unions. One such influencer, Papacito, whose videos sometimes reach one million views, endorsed Mr. Zemmour recently.Families waiting for emergency accommodation in Paris. Mr. Zemmour has brought into the mainstream a racist conspiracy theory that white Christian populations are being intentionally replaced by nonwhite immigrants.Andrea Mantovani for The New York Times“Our goal is really to make a countercultural Canal+,” he told the magazine Valeurs Actuelles, referring to the entertainment TV channel that dominated the progressive cultural scene in the 1980s and 1990s. “One that is just as fun, but carrying patriotic and more reactionary ideas.”Who Is Running for President of France?Card 1 of 6The campaign begins. More
