The article examines the interplay between internal supply-side factors and media coverage of Bloc Identitaire (2003-2015), advancing four complementary logics for the visibility of grassroots far right mobilization: issue ownership, repertoire of action, controversy construction and countermobilization. The study combines quantitative and qualitative content analytical data, and a semi-structured interview with one of BI’s national leaders. It shows that media coverage increases when mobilization dwells with issues on which the group is credible, and when it triggers countermobilization. Two strategies of interaction with the mass media stand out: the personalization of political communication and the spectacularisation of the staging of protest.