When Emmanuel Macron Goes Social: Using Social Media Influencers as a Rhetorical Strategy

Abstract The use of social media influencers as a rhetorical strategy contributes significantly to reshaping Emmanuel Macron’s public image. Aimed at countering the perception of distance conveyed in his initial Covid-19 speeches, this study explores the strategy’s rhetorical mechanisms, illustrated by a surprising encounter with two Youtubers, presented as a reward. I argue that Macron’s ethos is redefined through a deliberate balance between authority and proximity – both crucial to his image repair. The influencers’ unique format enables the implementation of this dual strategy, but they go even further by functioning as intermediaries who assist the president in adapting his discourse to align with the expectations, language, and values of their followers. In this encounter, ethos serves as both a means and an end. The collaboration between the politician and the influencers raises several critical questions: How is the strategy constructed? Who holds authority, and upon which models of authority does each party construct and articulate their discourse? How does this interaction affect the president’s style and language? What are the characteristics of their interaction? This analysis explores how influencers shape Macron’s communication and reveals distinctive features of his rhetoric within this unique format. In doing so, broader questions emerge about the boundaries between rhetoric, argumentation, and manipulation.