(in English): This thesis deals with the phenomenon of populism on examples from contemporary France. Regarding the complexity of the concept and also the fact that scholars couldn't find a consensus on its definition, the author decided to examine it through Ernesto Laclau`s theory of populism which centers the construction of the people. Being oriented in French modern history and politics, the author chose for her analysis the current political movements - La France Insoumise and the National Front, which are discourses are centered on the construction of the people. Within the period between 2016 and 2018, she observed the way in which the notion of the people was constructed by the main representatives of both movements (especially the chairman of the National Front Marine Le Pen and the chairman of La France Insoumise Jean-Luc Mélenchon) with the aim to trace whether these movements differed and what role their leaders played. To illustrate her discourse analysis, the author conducted several semi-structured interviews with activists of the investigated movements and participated in organized public events. She concludes that there exists a difference between the construction of the people by National Front and by La France Insoumise same as their leaders often disagree with its activist...

Par un terrain qualitatif d’onze entrevues semi-dirigées auprès des stratèges ayant travaillé sur la campagne présidentielle du mouvement naissant de Jean-Luc Mélenchon, la France Insoumise, ce mémoire tente de dresser un portrait des pratiques en matière de marketing politique pour ce candidat. Nous nous sommes concentrés sur les pratiques visant à séduire les jeunes électeurs, afin de pouvoir valider ou réfuter l’hypothèse selon laquelle la FI a volontairement ciblé les 18-24 ans en adaptant les concepts et cheminement du processus marketing à leur comportement politique. Nous pensons que ce choix pourrait peut-être contribuer à expliquer en partie le bon résultat du candidat d’extrême-gauche, qui était, avant cela, perçu comme étant en marge du jeu électoral. Loin d’émettre un jugement moral sur ces pratiques qui sont employées quasi-systématiquement pour la plupart des partis occidentaux, les résultats révèlent plusieurs démarches de ciblage efficace et une nette professionnalisation de la campagne dans un pays culturellement sensible à la question du marketing ou du traitement des données personnelles. / Through a qualitative survey consisting of eleven semi-structured interviews with strategists who worked on French presidential candidate Jean-Luc Mélenchon’s incipient movement, the France Insoumise, this dissertation aims to further the understanding of the political marketing practices used throughout his campaign. We focus on the practices devised to attract young voters so as to validate or refute the hypothesis that the FI purposely targeted the 18-24 years old age group, through the use of marketing inspired concepts and strategies so as to influence their political behavior. We posit that this strategy partly explains the good results of the far-left candidate who before stood on the fringes of the political ecosystem. Far from passing a moral judgement on the aforementioned use of marketing practices, which have been used in an almost systematic manner as of late in western parties; the studies’ results show the effectiveness certain targeting tactics. They also show a clear professionalization of the political marketing field in a country where the use of marketing and personal data is still a sensitive topic.

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