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Abstract

French polemist and far-right candidate to the presidency ÉricZemmour personifies a new form of identitarian conservatism, combining a revival of radical notions long taboo in the French political culture-such as race-with more traditional pro-Catholicism language and a neoliberal approach to economics. This article explores Zemmour's trajectory from journalist to polemist to political activist; his strategy of competing with Marine Le Pen's Rassemblement National through his ambitious project of "Union of the Rights;" and his ideological offering, which can be summed up as a version of Trump's MAGA narrative adapted to the French context. It concludes with the systemic reasons for Zemmour's visibility on the French media and political landscape, as well as explaining why his modest electoral results should not be allowed to obscure his success at creating a new political brand that will remain on the French ideological market.