Up, close and personal: the new Front National visual strategy under Marine Le Pen.

Extensive analyses of Marine Le Pen's media interventions as leader of the French Front National have revealed mostly rhetorical differences from her father's discourse. In particular, despite Marine Le Pen's professed openness toward women and their policy concerns, and despite her professed intention to transform the FN into party suitable for government, there has been little progress in these directions. However, the FN's visual discourse has been all but ignored by the scholarly analysis, despite the fact that campaign visuals encode significant social and political information. This paper finds that the FN candidates' visual presentation has undergone major transformations from the 2007 to the 2012 legislative elections. Specifically FN candidates in 2012 are more likely to visually portray themselves like mainstream party candidates. Compared to the 2007 elections, women candidates, in particular, were more likely to visually promote their personal qualities in 2012, in some respects more than 2012 men candidates. [ABSTRACT FROM AUTHOR]