It's certainly not pure fluff.
I've personally not looked in to it too much but I guess being much closer has meant our news coverage has had a little more depth to it.
Macron formed a new party which is pitching itself as being in the centre. He is seen by some as being fresh and new to politics, even though he has worked for the current government at some point. I think labeling him as "for the banks" would be very unfair, I've looked at a few of his policies and they seem fairly sensible and in-line with what I would expect from a centre candidate.
Le Pen is anti-EU, and I don't care how she tries to represent herself and her party (which she has temporarily left in a PR move to distance herself from it) they are far-right with a history of nationalism and fascism. It's very interesting that you haven't mentioned that, either deliberately, or I'm hoping more likely that it hasn't been covered in the US media.
And on your other points from the US election
- Trade deficit, especially with China
- Gun ownership rights - very clearly different between the candidates
- Expansion or move away from un regulated international trade
- Health insurance, tax reform, etc.
I guess the trade bit tends to be covered with EU membership discussions, single market etc.
Gun ownership - generally no one gives a fuck about owning guns on this side of the Atlantic.
Again, probably covered by EU discussions since we're already in a generally unregulated trading bloc.
In Europe there tends to be a push to improve healthcare for people rather than take away cover for certain people and make the chance of people living/dying based on how rich they are. We're a bit more developed in that sense.
EDITED: 6 May 2017 08:35 by ANT_THOMAS