The government actions of populist radical right (PRR) parties have predominantly been scrutinized at the national level, leaving a critical aspect – their territorial foothold – largely unexplored. Through a comparative ethnographic study of two medium-sized French towns governed by the Rassemblement National since 2014, this article delves into how seizing municipal power has influenced the party's efforts towards mainstreaming. We examine the party's strategy, aimed at institutionalization, which relies on a blend of rhetoric emphasizing proximity, pragmatism, and non-partisan administration while preserving fundamental ideological elements of the radical right. This amalgamation of mainstreaming and radicalism, adaptive to different contexts and audiences, is termed ‘adaptable ideology’. Our study makes significant contributions to two pivotal aspects of the literature: understanding the mainstreaming trajectory of PRR parties and exploring the recent, localist turn in the study of this political realm.

This article uses the French Rassemblement National (RN) as a case study to examine how the populist radical right (PRR) prepares for a world after COVID-19 dominated by climate change concerns. Research suggests that certain measures introduced to contain the virus – such as the establishment of strict border and travel restrictions – may legitimize the PRR’s protectionist and anti-immigration agendas, yet few have examined whether or how PRR parties have used COVID-19 to promote their environmental agenda. If anything, the expectation has been that the pandemic would hurt the PRR precisely because its effects, unlike climate change, cannot be dismissed as a “hoax.” This view overlooks not only the “environmental turn” recently taken by several PRR parties but also the possibility that public awareness of the causal link between climate change and COVID-19 may work to their advantage. The analysis presented in this article highlights this possibility, showing that the RN used COVID-19 not only to capitalize on anti-immigrant sentiment but also to bolster its self-image as a champion of environmental protection.

The article examines the response of the French National Rally (Rassemblement National – RN) to COVID-19. It combines computer-based and qualitative content analysis of Facebook posts and press releases to uncover the salience and frames of the infection. I find that the RN used an ambivalent strategy to respond to the pandemic, linking an unexpected problem to its core ideological tenets, while also adapting its programmatic profile. Specifically, the RN interpreted COVID-19 in terms of immigration and defence. Diagnostic frames drew on nativist, authoritarian and populist tenets to identify the origin of the infection (migrants), and to attribute blame for its spread (lack of border controls). Moreover, prognostic frames used disagreement within the scientific community to criticize governments' policies and propose alternatives. While this strategy allowed the RN to address an issue outside its ‘comfort zone’, its support base remained stable. These results point at the radical right's strategic use of expert knowledge and populist logics to try to improve its credibility in mainstream public debates.

Populist radical right (PRR) parties have increasingly occupied positions of power in recent years, inspiring much scholarly interest in the mainstreaming consequences of government responsibility. This article analyses the extent and manner of mainstreaming of the Rassemblement National (RN) while in power at the local level of government in France. A municipal-level focus enables the novel inclusion of the party into the debate about the consequences of government participation for the PRR. We conduct a paired case study analysis of RN-led Hénin-Beaumont, the political base of Marine Le Pen and her ‘de-demonization’ strategy, alongside nearby Lens, which is led by a mainstream party. We analyse the policy and discourse of the administration through a qualitative content analysis of mayoral statements and data from semi-structured interviews with local politicians. The results show a partial mainstreaming due to the strategic exercise of local government power to present a more moderate and capable image, as well as the use of populist discourse to frame mainstream opposition forces and the local press as working against the interests of ‘the people’.