Constructing Threat Images in Political Discourse: Proximization Theory Applied to Éric Zemmour's Speeches

Introduction. Political discourse plays a key role in shaping public opinion and mobilizing the electorate, particularly during electoral campaigns. In the context of an increasingly complex political landscape, there is a need to expand analytical tools for examining candidates' rhetorical strategies. One such tool is proximization theory, which focuses attention on the construction of discursive space.

Methodology and sources. The research is based on proximization theory, formulated and developed by Polish scholar Piotr Cap. This theoretical approach provides instruments for analyzing discursive strategies used to influence recipients. The research material consisted of a corpus of texts from public speeches by French politician Éric Zemmour, delivered during the 2022 electoral campaign in France.

Results and discussion. The study identified thematic groups that structure discursive space based on a clear opposition between in-group (IDS) and out-group (ODS) discursive subjects. IDS markers unite concepts related to national identity (France, French people, Republic, Homeland) and traditional way of life (countryside, village, farmers), while ODS markers encompass representatives of the current government, European institutions, urbanized territories, and migration processes. Temporal organization follows a three-component model of “heroic past – crisis present – prosperous future”. The axiological dimension demonstrates a dichotomic opposition of value systems: traditional national values (power, sovereignty, freedom, democracy) are contrasted with globalist attitudes (bureaucracy, technocracy, immigration, federalization), which serves to construct the “us versus them” opposition.

Conclusion. Analysis of Éric Zemmour's electoral discourse through the lens of proximization theory revealed a complex application of three strategic dimensions. These include spatial strategies (opposition between “us” and “them”), temporal strategies (contrast of heroic past, crisis present, and prosperous future), and axiological strategies (dichotomy of traditional national and alien globalist values). These strategies are aimed at constructing an image of immediate threat to national identity and legitimizing a radical political program. 

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