Macron’s party wants to become a media

08.07.2017 — Go bold or go home

La République en marche, E. Macron’s party, hold its convention on Saturday 8 July to determine its long term big projects. One of them is to become a media: what is it for?

Most parties have a communication staff. Their role is to acquire, retain and win electors loyalty by informing them about the party’s actions. But that communication loses the electors’ interest because it’s too political and far from them.

A party is more than a political organisation: it’s above all an idea of the society, a proposition of a way of living. Therefore, it should talk about people lives as well as the big picture.

“We also wan to address a more societal media, to break the political-only reading of political parties”. LREM

That’s what it means for LREM to become a media: upgrading its communication in a bottom-up logic. That allows to talk about the action of its 160,000 active activists (375,000 in total) on the field, and a broader range of subjects to address societal issues and citizen engagement.

“If the media don’t go there, we’ll go” . LREM

But they talk about a “media” not only because of its editorial line but also because of the means it takes to cover it. The party will have to hire a whole company of journalists, editorialists and videographers for its project.

One weird thing about it is the homogeneity among other media in their reporting of the news. Every French newspaper has the same neutral title for it. If they all mention the strict supervised communication led by the president, none of them, even the traditional reactionary ones, evoke propaganda. But is there any difference with public communication anyway?

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