Marketing électoral et données numériques personnelles aux Etats-Unis et en France : échanges interculturels de techniques, particularités juridiques et analyse politico-culturelle

Este articulo tiene como objetivo comprender los intercambios interculturales entre Estados-Unidos y Francia en relación con el marketing electoral numérico. Se interesa en las elecciones presidenciales estadounidenses entre 2008 y 2016 y francesas de 2012 y 2017. El artículo se basa en un análisis bibliográfico para identificar la situación estadounidense y en una encuesta cualitativa realizada durante las elecciones francesas de 2017. El articulo muestra las semejanzas técnicas entre los dos países. Sin embargo, debido a un marco jurídico distinto entre Estados-Unidos y Francia, las prácticas de marketing electoral numérico no son las mismas. Este trabajo intenta explicar estas diferencias entre los dos países apoyándose en la Teoría Cultural de la antropóloga Mary Douglas. Acaba por analizar cómo en Francia los actores económicos, políticos y el Estado negocian hasta llegar a una situación donde las diferencias interculturales con Estados-Unidos disminuyen This article aims to understand the intercultural exchanges from the United States to France in terms of digital electoral marketing in the context of the American presidential elections from 2008 to 2016 and the French elections of 2012 and 2017. Based on documentary research to identify the American situation and on a qualitative survey carried out during the French presidential election of 2017, it shows the existence of technical similarities between the two countries. However, due to a different legal framework in the United States and France, practices of digital electoral marketing diverge. Then the article tries to understand the origin of these disparities between the two countries by mobilizing the Cultural Theory of the anthropologist Mary Douglas: it analyses how the French economic and political actors and the State seek to negotiate together and attenuate intercultural gaps with the American situation. Cet article a comme objectif de comprendre les échanges interculturels entre les Etats-Unis et la France concernant le marketing électoral numérique. Il s'intéresse aux élections présidentielles étatsuniennes entre 2008 et 2016 et françaises de 2012 et 2017. Cet article se base sur une recherche documentaire pour identifier la situation américiane et sur une enquête qualitative réalisée durant les élections françaises de 2017. La recherche montre des similitudes techniques entre les deux pays. Cependant, du fait d'un cadre jurditique distinct entre les Etats-Unis et la France, les pratiques de marketing électoral numérique ne sont pas les mêmes. Ce travail cherche alors à expliquer les différences entre ces deux pays en s'appuyant sur la Théorie Culturelle de l'anthropologue Mary Douglas. Puis il analyse comment en France, les acteurs économiques, politiques et l'Etat négocient jusqu'à parvenir à une situation où les différences interculturelles avec les Etats-Unis diminuent.

REVIEW: Noted: Right-wing rhetoric makes the unpalatable normal

The Politics of Fear. What right wing populist discourses mean, by Ruth Wodak. London: Sage, 2015. 256 pages. ISBN 978-1- 4462-470-0-6AS WE observe political events unfolding in the United States, the Brexit vote in the UK, the discourse around Korea, the French elections and the rhetoric of European nations, Wodak’s book provides a timely insight into the discourse of right wing populism and why it is successful. In each of the eight chapters, Wodak provides campaign materials, images, online data, television interviews and news stories.

Explaining French Elections

This chapter reviews research done on French elections, focusing on presidential contests. Initially, the scientific literature on voting behavior, coming out of the Michigan Model, is looked at. Then, we bear down specifically on the French case, comparing the perspectives of French scholars, such as exploration of “heavy variables,” to the perspectives of non-French scholars, for example the search for general models. Attention is given also to the search for a Michigan Model à la française. The final part of the chapter considers the convergence between the two traditions of studying French elections, from different sides of the Atlantic. In conclusion, we see a “meeting in the middle,” with each tradition contributing to the understanding of electoral choice in France, via consideration of long-term forces such as patrimony, and short-term forces such as leader image. Lastly, we offer specific recommendations for further enhancement of French election surveys.

French elections are likely to see shift to the right

With a divided Left, the presidential elections may become a competition between the centre-right and the far-right