What does Pope Francis and a French King have in Similar?

In 2013 Pope Francis ascended as a successor of St. Peter and brought awe to many for the simplicity he brought to a position that everyone viewed as majestic and grandiose. Few centuries ago, one man also did the same for the position that held images of palaces and grandeur. How did King Louis-Philippe like Pope Francis bring an image of man of the people to his position?

Contemporary Example

Back in March 2013, Jorge Mario Bergoglio got elected to the papacy. He took the world by storm not just by his many first, but his simplicity. So much so, the Times Magazine labeled him the People’s Pope in the same year.

First, Cardinal Bergoglio set the tone of his reign with his papal name. He took the name Francis in honor of St. Francis of Assissi who earned respect for his life of poverty. Poverty and simplicity, words that Pope Francis wanted to bring to the papacy. 

From his introduction to the 1 billion Catholics in the balcony of St. Peter’s Basilica, he already showed humility from his attire and gesture. Instead of the red mozzetta and stole embroidered with gold and red treads, he decided to clad himself with the ordinary all white papal everyday attire. No big flamboyant gestures, only a humble greetings from the new head of the Catholic Church.

After then, stories of openness and humility flowed in during the early days of Pope Francis. From washing the feet of convicts to the acceptance of LGBTQIA+, he brought awe and admiration from many. Time Magazine then called the People’s Pope in 2013.

History Repeating Itself

The symbolism and optics reminisce about the same situation, but in a different time and country. A time when France searched its path between monarchy and republicanism. A time during the reign of King Louis-Philippe.

Before ascending to the throne in 1830, King Louis-Philippe already garnered respect from the people. He sided with the liberal ideas of the Enlightenment in his teenage years and even fought for the Revolution in battle. Nevertheless, he later defected, but during the time of the Restoration from 1815 to 1830, he maintained connection with the liberals. Eventually, his allies elevated him as King after a revolution 2.0 and he hoped to bridge the people and the monarchy.

Like Pope Francis, King Louis-Philippe set the tone of his reign with his name and title. Instead of being King Louis XIX, he maintained Louis-Philippe to distance himself from the mostly autocratic and despised 17 Louis before him. Louis XVII was only a child and no one knows what happened to him. 

Then came his title, where he shunned "King of France and Navarre." The devil being on the details, King of France and Navarre meant power and rule over the land regardless of the people. It connotes a powerful landlord. 

Louis-Philippe instead took the title King of the French, reviving it from 1791 which King Louis XVI used after being coerced by the National Assembly. Rather than a landlord, the title centered around the people. The King being a servant or a leader of a people or by then a nation. A man devoted to the welfare of his citizens.

He thus became known as the Citizen King. he earned it with his down to earth personality even before ascending to the throne. He tried manual labor and different trades as a child. He fought in the frontlines, and during the sidelines of the Restoration period, he walked along the roads greeting those he knew. During the cholera outbreak in 1832, he remained in Paris while other nobles and officials fled the city. Such remarkable acts endeared him to the label.

To seal the deal, his portraits spelled the change. Gone the flamboyant grand robes embroidered with fleur-de-lys, cravats, leggings, worn by Charles X and late Kings in their portraits. In replacement, Louis-Philippe opted for a pantaloon rouge which the French army wore and the common people also wore. The portraits or paintings cemented Louis-Philippe’s message. The King is for the people.

Charles X

Did it work? 

Unfortunately, if the image did not reflect the actions especially during a downturn, any optics and symbolism would not work. Louis-Philippe served as a friend of wealthy businessmen and industrialists. As long as the economic boom lasted, discontent and revolution stayed at bay. 

In the late 1840s, food production dropped and prices soared hurting the common people. Demand for increase in the voter base went into deaf ears. Francois Guizot, Louis-Philippe’s Prime Minister, turned authoritarian and his actions affected the King’s image. In February 1848, all hell broke loose and the 1848 Revolution began. Louis-Philippe ended up abdicating and going into exile in England where he passed away in 1850. 

Louis-Philippe’s public image stunts provides a lesson for relations and marketing. Back the spin with tangible and legitimate action. Otherwise it may cause harm and allegations of fraud and hypocrisy that may result in the marketing campaign backfiring. For any business or politicians, back the message with sincere actions will give better results.