Nicolas Sarkozy: Performing the French presidency

A presidential election can be viewed as a national drama in which a candidate casts herself/himself as a courageous protagonist who seeks to become a collective symbol that embodies the best qualities of the nation. Drawing from the fields of performance studies, French studies, cultural studies and political rhetoric, this article provides a critical reading of a key moment in the 2007 presidential campaign: Nicolas Sarkozy’s first official performance as presidential candidate on 14 January. Focusing on the staging of the nomination speech, the strategic use of repetition and expression of emotions, and the notion of personal change, this article explains how Sarkozy’s speech represented a ‘rupture’ in terms of his image and personality, which in turn served to neutralize the threat posed by his main presidential rival, Ségolène Royal. This analysis can thus help to shed light on current political developments: the rise of populist newcomers in Europe.