When the far right becomes ‘cool’: migrant rights NGOs face up to new forms of political communication in France

Quand l’extrême droite devient “cool”: les ONG de défense des droits des personnes migrantes face aux nouvelles formes de communication politique en France

Johanne Samè () and Augustin Junior Mbam ()
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Johanne Samè: Crem - Centre de Recherche sur les Médiations - UL - Université de Lorraine, CRESAT - Centre de recherches sur les économies, les sociétés, les arts et les techniques - CRESAT - UR3436 - Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar
Augustin Junior Mbam: CERGAM de Toulon - Centre d'Études et de Recherche en Gestion d'Aix-Marseille/Equipe de recherche de Toulon - CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon - IAE Toulon - Institut d'Administration des Entreprises (IAE) - Toulon - UTLN - Université de Toulon

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Abstract: Faced with the rise of the extreme right in France and its strategic use of ‘cool', viral and seductive forms of communication, NGOs involved in defending the rights of migrants are facing new challenges in terms of visibility and legitimacy in digital public spaces. This research combines the contributions of information and communication sciences and management sciences to analyse the tensions between the ethics of advocacy and the contemporary constraints of digital communication. Using the Cimade case study as a starting point, we examine disintermediation strategies, the production of counter-discourses and possible reconfigurations at a time when digital aesthetics are dominated by attentional, algorithmic and affective logics. In particular, we look at the way in which ‘coolness' is becoming a weapon of political seduction, even in the most reactionary spheres.

Keywords: Political communication; Far-right; NGOs and counter-discourse; Coolness; Migrant rights advocacy; Digital visibility; Communication politique; Extrême droite; ONG et contre-discours; Coolitude; Défense des personnes migrantes; Visibilité numérique (search for similar items in EconPapers)
Date: 2025-05-19
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Published in Journée d’étude, Hospitalité et accueil des réfugiés dans le contexte de montée de l’extrême droite en France et en Europe, Université de Strasbourg, MISHA; Laurence Granchamp, May 2025, Strasbourg, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05092683

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