Marketing itself as a corrective to the monopoly of mainstream media, YouTube has reduced the barriers of access for people to create and star in their own content regardless of their economic and cultural cachet. Among those taking advantage are “political influencers” or “ideological entrepreneurs” – creators who disseminate and monetise politics as content using the techniques of brand influencers to grow audiences. In part shaped by the platform they are on, creators selling politics suffuse their discourse and performance with an anti-elite and transgressive messaging. Ultimately, this has implications for the legitimisation of conspiracies and the mainstreaming of the far right. As with any type of influencing, the creator is the central figure, performing a relatable and authentic identity …

This piece is based on an article first published on The Loop, ECPR’s Political Science Blog. With the 1st round of the French presidential elections only a few days away, the incumbent Emmanuel Macron (La République en Marche) continues to lead the polls (opinion-way.com) with 26-27% of vote intentions, followed by Marine Le Pen (Rassemblement National) at 22-23% and with Jean-Luc Mélenchon (La France Insoumise) in third place at 16-18%. All the other candidates seem out of the race. Even those who were once seen as possible contenders, in particular Éric Zemmour (Rêconquete) and Valerie Pécresse (Les Républicains) trail at around 9-10%, with little chance of qualifying for the 2nd round.   Last autumn, a repeat of the 2017 Macron-Le Pen duel …