The article explores and compares how the online communication of the National Front (FN) and Swiss People's Party (SVP) visualise and define "the people" and "proximity to the people" in the wake of the Swiss federal elections and the French regional elections in 2015. Considerations based on netnography, discourse analysis and visual culture studies inform the corpus-based approach of the study. The results of the analysis show significant differences in the way each party represents itself: the FN visually frames itself as a party for the people whereas the SVP portrays itself as a party of the people. This is due to distinct ways of depicting the relation between party representatives and citizens as well as the "in-group".