Abstract
In many respects the communication strategy of the French prime minister, Laurent Fabius, was a textbook example since it incorporated de facto the many techniques and parameters that were considered indispensable at the time and set itself up as a model of good modern political communication. It mirrored a new political culture, attesting to the craze for an innovative specific prototype of political communication known as the marketing model. The model was not without its shortcomings however, as became apparent during the Chirac/Fabius debate of October 27, 1985. The a posteriori interpretation machine which, until then, had served the young prime minister so well, suddenly turned against him, causing lasting damage to his image. The story of Laurent Fabius' communication serves to illustrate the pernicious effects of a system. In fact, Laurent Fabius fell victim to the wild dreams of his time.
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