The political communication of Nicolas Sarkozy from 6 May 2002 to 6 May 2012

Nicolas Sarkozy is a figure unlike any other in French politics. In five years (from 2002 to 2007), he rose to a level of prominence, allowing him to be elected President in his first attempt. President Sarkozy was elected even after stepping out of visibility in French politics for seven years, due to his unfavorable support of Eduard Balladur, who lost the Presidential election in 1995. How did Sarkozy accomplish this? He implemented a communication strategy, inspired by political and business marketing. Sarkozy's main strategy was to saturate mainstream media and create his own news rather than be subject to third party reporting. Sarkozy also used story telling and pop culture to portray himself as a people, presenting his day-to-day life, outside of politics. That's how he succeeded in seducing the electorate by exposing his private life and becoming a media celebrity. So what happened after his election ?

By showing off his private life, losing his temper in public and revealing his keen taste for money and luxury, Sarkozy presented a man very different than the figure he constructed during his five years campaign. From 2007 to 2012, Sarkozy's approval rating dropped consistently, even before presenting any unpopular reforms. Therefore one can see the limits of political marketing and communications, which were fundamental in Sarkozy's rise to power but proved to be inadequate in facilitating the use of this newly acquired power. Why? In the end Sarkozy's marketing and communications strategy was merely a superficial instrument, lacking any real substance. After all, what did Sarkozy accomplish for France? What was the impact of Sarkozy's politics for France's democracy? What is the opinion of the foreign press, concerning the former president? Finally and more importantly still, what is our responsibility as citizens?