The use of collective memory in the populist messaging of Marine Le Pen

Globally populist movements are on the rise, which is why it is essential to examine this phenomenon more closely. In France, 50 years ago, Jean-Marie Le Pen founded a populist party, le Front National (now renamed Rassemblement National or RN). However, it was not until his daughter Marine Le Pen took over the Party in 2012 that it began to see significant electoral gains. This is despite the fact that the underlying political message remained the same. By changing her rhetorical tactics and relying on references to collective memories and the unconscious associations they evoke, Marine Le Pen mainstreamed the RN and found more national support. This article examines the rhetorical tactics she deploys and how collective memories can effectively convey political messages.