Hearts & Minds: The Macron case and the perils of amplifying a slur

Brigitte Macron’s move to submit scientific evidence in a US court to prove that she is, and always has been, female, may prove to be a watershed moment for comms. It’s in response to repeated claims from influencer Candace Owens that France’s First Lady is a man. Until recently, Owens’ allegations existed mostly in the darker recesses of social media. That was exploded by the decision to sue. Suddenly, what until then had been ignored by the mainstream media was reported. Owens did not back off - far from it - so Macron is going further. By providing ‘proof’, Macron has guaranteed Owens and her accusations far broader exposure. What was once niche now has the world agog.

The dilemma is familiar: ignore and risk the charge festering unchallenged; respond, and risk amplifying the slur. The calculation is rarely straightforward. It depends on the credibility of the source, the potential for the claim to gain traction and the reputational stakes if it goes unanswered. Often, the advice is to leave it alone. That is frequently the case where the originator is regarded as not serious and without resources – all you will be seen to do is attempt to suppress free speech and ruin them. They may mock you and make your position even worse.

Here, according to Macron, there was genuine hurt. She was upset, so was her husband - although as a famous politician he is well used to receiving various barbs, some of them deeply personal - and more to the point, so were her children. In a sense for Brigitte and Emmanuel, it comes with the territory, but not them.

What can also happen is that the threat alone proves to be enough, that the journalist, title, platform takes the hint and shuts up, and so does everybody else. Celebrities say they will sue, they may issue proceedings, then nothing. Not here.

Doubtless the Macrons were warned to not supply oxygen, that silence was best. Keep monitoring, to see if it is taking off, otherwise let it be. Over time, without a reaction and pick up, it will fade away. They are determined to cure, to stamp out, which may turn out to be worse than the disease. It’s bold and will be closely watched by comms and legal advisors everywhere. Macron may show what it takes to deal with social media. Or not. We shall see. 

Chris Blackhurst is one of the UK’s foremost business journalists. He was previously Editor of The Independent and City Editor of the Evening Standard.