Marine Le Pen's peopolisation: An asset for leadership image-building?

The article investigates whether the image-building of Marine Le Pen as the leader of the Front National has helped to reinforce the idea of the renewal of her party. In particular, it focuses on Le Pen’s peopolization in order to understand if her presentation as a family woman facing the everyday problems of the common people has played a role in the so-called process of dédiabolisation. The study is based on the analysis of Le Pen’s coverage in the popular press. The results show that there is a clear consistency between Le Pen’s image of a leader in the process of renewing her party and a press coverage that focused on her being a modern woman and a daughter in the process of distancing herself from her father.