Contrasting strategies are employed by populist movements to construct political identities and engage supporters. The FN/RN’s polarising imagery with emotionally charged slogans reinforces the “us/them” dichotomy, often depicting migrants as the primary adversary, while exhilarating nationalistic sentiments and fostering a sense of community. The party is thus portrayed as the true representative of the people against perceived internal and external enemies. Conversely, LFI adopts an apparently more inclusive tone inherited from leftist and revolutionary traditions. Its visuals emphasise solidarity among the disenfranchised, grassroots mobilisation, and activism, utilising historical references to ignite a sense of rebellion and highlight a communal struggle against the elite. Mélenchon aims to be positioned as a charismatic leader while simultaneously championing the people’s voices.