French political candidates preparing for the 2027 presidential election are spending hundreds of thousands of euros on traditional arena rallies despite the widespread availability of low-cost social media platforms.
Political parties face mounting financial pressure as hall rentals, security services, and technical production drive campaign costs into six-figure sums for each gathering. The financial burden is particularly heavy for movements struggling to balance their accounts, such as the Rassemblement National, as a growing field of contenders prepares for the race to the Élysée Palace.
France will hold its next presidential election in 2027, when incumbent President Emmanuel Macron reaches the end of his second consecutive term. Under the French constitution, a president cannot serve more than two consecutive five-year terms. The Rassemblement National, previously known as the Front National, has become one of the country's major political movements, alongside left-wing and centrist groups competing for the head of state role.
The High Cost of Campaign Rallies
Organizing a major campaign rally requires renting large venues such as Zénith concert halls, deploying high-powered spotlights, and printing oversized posters. These logistics quickly push expenses to tens or hundreds of thousands of euros per event, making physical rallies the most expensive ritual in French political life.
Despite these heavy costs, political communication researcher Alexandre Eyries said physical campaign meetings remain indispensable because political communication relies on dramaturgy and staging. Eyries, a senior lecturer and researcher in information and communication sciences affiliated with the University of Burgundy-Franche-Comté and the Catholic University of the West, noted that political rallies draw on ancient rhetorical traditions dating back to the Roman forum and the Athenian agora.
He explained that political communication requires a visual decorum to symbolise the meeting between a candidate and the electorate.
Direct Exposure and Presidential Stature
Eyries stated that even though rallies are extremely costly, they represent a necessary act of exposure. He noted that candidates go into the field, test elements of their political program in front of a live audience, and accept a form of vulnerability.
The stage allows candidates to prove their presidential stature, demonstrate political strength, and show their ability to unite supporters beyond smartphone screens. Eyries emphasized that this image of authority cannot be produced by short digital formats on a mobile phone.
While publishing a brief video on TikTok or Instagram can reach millions of viewers for almost zero euros, digital clips fail to convey the authority and physical presence established during a live address.
Social Media and the Youth Vote
Campaign teams are nonetheless actively incorporating digital platforms, which have transformed the style of political discourse over the past decade. Direct publishing on TikTok, Instagram, or X allows candidates to bypass traditional media channels, including journalists.
Eyries explained that social media enables politicians to comment on their actions in real time, communicate at lower expense, and avoid the formal burden of press releases. He added that digital platforms serve as a differentiation strategy for parties such as La France Insoumise and the Rassemblement National, which have long claimed they were sidelined by traditional media.
Another strategic goal of digital campaigning is attracting younger voters. Eyries noted that while young people are often resistant to traditional political disputes, they respond well to short, personality-driven content.
Campaign staff prioritize the instagrammisation and TikTokisation of political life by producing viral clips designed to project an image of everyday normality. For example, former Prime Minister Gabriel Attal posted content celebrating a victory by Paris Saint-Germain, while left-wing deputy François Ruffin shared video of a bicycle journey, both seeking to present an accessible image.
Gabriel Attal served as prime minister under Macron before leading the centrist parliamentary group, while François Ruffin is a left-wing lawmaker and filmmaker. La France Insoumise, founded by Jean-Luc Mélenchon, is France's primary left-wing party, known for its strong digital presence and criticism of mainstream news outlets.
Winning Over Undecided Voters
Campaign rallies also fulfill a critical function that social media algorithms cannot duplicate: persuading undecided voters. Contrary to the common belief that rallies only preach to existing supporters, audience dynamics inside the hall are far more varied.
Eyries pointed out that roughly one third of the audience attending a rally is already committed to the candidate. However, the remaining two thirds consist of curious attendees, hesitant voters, and loose sympathizers who attend to gather information while listening to the candidate speak for 90 minutes to two hours.
Because social media algorithms tend to reinforce existing preferences, physical meetings provide a rare venue where uncommitted voters can evaluate a candidate in depth.
The Three Pillars of Campaign Strategy
Modern presidential campaigns rely on what Eyries described as an inseparable three-part strategy. Television news broadcasts and major media appearances secure institutional legitimacy. Social media platforms provide a daily news stream and maintain direct links with supporters.
Physical rallies complete the strategy by offering visual proof of popular enthusiasm and demonstrating oratorical skill. In a nation attached to the tradition of eloquence, captivating a live crowd remains a real-world test of candidate strength.
