28-year-old Bardella helps French far-Right make big inroads with young voters
France’s far-Right National Rally (RN) party is banking on its youthful and charismatic leader to be a major asset as it scents massive gains in upcoming European elections.
Jordan Bardella, 28, took over in 2021 as party leader from Marine Le Pen who has been trying to rid the party of the racist and anti-Semitic imprint left by her father and party founder, Jean-Marie Le Pen.
She is still widely expected to be the party’s candidate in the 2027 presidential elections, her fourth bid for the Elysee, which is widely seen as her best chance to become head of state.
But since taking over as RN leader, Mr. Bardella has become an increasingly visible presence in French politics, forming an eective tandem with Ms. Le Pen, who leads its MPs in parliament.
Youth appeal
A recent election rally in the southwestern coastal city of Royan highlighted the appeal of Mr. Bardella, a major presence on the TikTok platform, with adoring fans queueing for seles.
Mr. Bardella has not revolutionised the party’s belief system, experts point out.
It still stands against what it says is unacceptable mass immigration, a purported decline of civilisation in France, and “a punitive ecology” that hurts farmers.
But as he presented the party’s programme for the June European Union parliamentary vote, his Royan audience seemed grateful for the freshness he brings.
“He represents youth,” said Ms. Agnes, in her 60s, withholding her last name.
“I never voted for any Le Pen. But there has been a renewal, and that’s a very good thing,” she said.
“One advantage that Jordan Bardella has over Marine Le Pen is that his name is not Le Pen,” agreed Mathieu Gallard, a political scientist at the Ipsos market research and consulting rm.