| Abstract: | ABSTRACT The results of the first round of the 2002 French presidential election were a profound shock. Prime Minister Jospin did not make it to the final round run-off, beaten as he was by the far right candidate Jean-Marie Le Pen who claimed second place. This article argues that use (and misuse) of modern campaigning methods proved decisive to this outcome. Paradoxically, Jospin's overtly professional approach actually hindered him. His flawed strategy failed to target crucial voters, and assorted tactical decisions compounded this error. Nor did the media coverage and distorted public opinion polls help a beleaguered Jospin candidacy. In this election the cautious would be the main beneficiaries. |
