This article examines Emmanuel Macron’s political communication, focusing on his use of storytelling, a narrative strategy designed to captivate and persuade. The author discusses the formal characteristics of this approach, described as “mentir-vrai” (truthful lying) or “useful narratives,” and highlights its implementation during Macron’s 2017 presidential campaign and throughout his term. Macron employs personal, emotional, and structured stories to present himself as a deserving and relatable leader, reinforcing his public image. The article also analyzes his narrative response to crises such as the Yellow Vest protests and Covid-19, showcasing how Macron adapts his storytelling to uphold his leadership ethos while addressing social critiques and expectations.
