This poster from the French National Front (a fascist political party) is a perfect illustration of using visual elements to convey political messages based on racism, nostalgia for a reconstructed past, as well as a dystopian future (if people vote the wrong way!). Of course, both images are themselves, well, imaginary: this is a past that never really existed and a future that is by no means certain or necessary. But the Manichean message is strong.
So, we’re supposed to choose: the France on the left is that of burning banlieues (set on fire by “these people”… the re-islamicized youth) with darkened silhouettes (never humanize one’s stigmatized out-group, never give them a face, always present them as threatening masses or gangs) that obviously have been destroying card in front of a more or less typical housing project somewhere in a working class suburbs. The France on the left is also that of the despairing homeless, no jobs, no hopes, a few dirty-looking possessions. The whole image looks like it was part of the movie The Road with its burning and/or ashen landscapes.
And then, on the right, is the ideal, imaginary, nostalgic France… oh so very white, heterosexual, at peace, where old-timers can do their shopping at the local market, under the sun. Of course, in this France, everybody lives in a small, semi-rural town, with bucolic background (although the scale is wrong in the composition of the different elements… probably photoshopped… a very shoddy job at that). The market is a local, small-scale one, vive le commerce de proximité! And the little shops and commerces, so dear to Pierre Poujade‘s heart. The place is colorful with blooming flowers, clean air, no car traffic, no poverty, and no dark-skinned people.
And the whole thing is not presented as a question but as an injunction: choose your France. And these are the only two options. The roaming immigrant bands of Rue Barbare or the peaceful France, with its français de souche. Apparently, it’s either one or the other.
It is pretty obvious that this is playing on fear: fear of immigration, of social chaos, of a social order that no longer keeps things under control. It is the image of a population that fears anything coming from the outside, whether it is immigrant populations or globalization that destroys local flavors (even though the local imagery used here is generic to the point of being a complete cliché). It is a fetishism of the local where everything is controllable and under control.
And the ideal France on the right (haha) is a patriarchal France where a man can take his woman outside without fear of violence from dark-skinned hordes, sit on a bench with his arm, paternalistically, around her shoulder, as opposed to the hopeless, and lonely bum on the left.