Mr. and Mrs. Sarkozy, 2011 version
The media-savvy and superior posture of the presidential couple was replaced by a more reserved and responsible one. The French liked it.
Roberta Namour, 247 correspondent in Paris – Not exposing his private life, not getting involved in minority disputes, not making comments. Appearing calm, relaxed, serene. Focusing on macro issues and dealing with heads of state. In short, delegating domestic problems and overexposure to the prime minister. Being president, of course. With less than a year left in his term, a new Nicolas Sarkozy finally emerges on the scene. In a context where everyone expected the superb president of France at his best – with the sexual assault accusation that brought down his main rival Dominique Strauss-Kahn (DSK) and the pregnancy of his wife, Carla Bruni-Sarkozy – he remained silent. And like an exemplary first lady, Carla put aside her life as a singer and withdrew to dedicate herself to her future heir away from the spotlight. A presidential couple, 2011 version, that seems to please the French.
During the DSK affair, the old Sarkozy reportedly erupted in public joy at seeing his main rival self-destruct. However, besides saying nothing, he also demanded the same sobriety from the government's base. The same attitude was adopted regarding Carla's pregnancy – no official comment from the couple or the Élysée Palace was made on the matter. He is far from the Ray-Ban-clad president of yesteryear, showing off his fiancée at Disneyland and deflecting insults from the French.
His communication strategy estimates that the moment is favorable to make a difference. Now that DSK has dropped out of the race and the socialist candidates are fighting tooth and nail for the 2012 election spot, he wants to project an image of serenity. The one who advocated rupture has adopted the rare word, a theory of Jacques Pilhan, former communications advisor to François Mitterrand and Jacques Chirac. In short: the art of making oneself desirable.
For some time, people had been waiting for this distance, for him to stop preoccupying himself with everything, all the time, conveying a feeling of being very satisfied with himself. Even the content of his speeches and priorities changed. Sarkozy had chosen to focus exclusively on immigration, security, and national identity. But for the past month and a half, he has followed a more balanced approach, making room for the economy and social issues, which remain a priority for the French. Another factor that worked in his favor was that, for the fourth consecutive month, unemployment fell in France: -0,4%, or 10,9 fewer unemployed. The first piece of good news in the last three years.
His international image also received an upgrade. First, by having won the backing of the UN and NATO in the armed conflict against the Libyan dictator, Muammar Gaddafi. Then, in Deauville, at the end of May, the forced absence of the former head of the IMF opened up space for him to be the King of the G8. A status that allowed him to discreetly support, with the consent of the Europeans and later the United States and Russia, Christine Lagarde's candidacy to succeed DSK.
The impact of the new strategy was not long in coming. For two consecutive months, he has risen in the polls, and his disapproval rating among the French has decreased. Sarkozy gained four percentage points in popularity – rising from 31% to 35% in positive opinions. Regarding voting intentions, he was around 17% between March and April. Today, he has jumped to 22%. A situation that is still not very comfortable or significant, but which has seen considerable improvement in such a short time.
The road to redemption is still long and uncertain. There's no need to go around with a megaphone in hand. Convinced that the French don't expect him to be a candidate for the 2012 elections, but rather a president who works, Nicolas Sarkozy doesn't intend to enter the campaign anytime soon. Who knows, maybe by then his new image will make him the favorite in that race.