Podemos: A Revolution in Spanish Political Communication
The arrival of Podemos marked a turning point in Spanish and Spanish-speaking politics. Emerging after the 15-M movement—a key moment of social indignation and political discontent—the party appeared as an alternative to the traditional parties that had long dominated Spain’s political landscape.
Podemos not only established itself as the leading left-wing alternative to challenge entrenched power structures, but also redefined how politics is practiced in the Spanish-speaking world. By adopting a disruptive approach to communication and social mobilization, the party changed the rules of the game. This article examines how they achieved this impact, focusing on their strategy and the fundamental role of Pablo Iglesias as a charismatic leader and a “strongman” for the left.
Podemos was officially founded in 2014, driven by academics, activists, and citizens disillusioned with traditional parties. In the context of the 2008 economic crisis and growing inequality, the 15-M movement became the catalyst for articulating a political force aimed at bringing citizens’ demands into institutions. This was achieved through popular assemblies and a decentralized party structure, in stark contrast to the rigid, bipartisan bureaucracies.
Their initial strategy was based on horizontality and participation, with a communication plan that evoked inclusion and direct democracy. They also leveraged social media to amplify their message, allowing anyone to join and participate from anywhere in the country. This not only broke down traditional barriers, but also fostered a sense of collective belonging and empowerment among Podemos’ target voters.
Keys to Podemos’ Disruptive Strategy
The Power of Social Media
Podemos used platforms like Twitter, Facebook, and YouTube to communicate directly with their audience, bypassing traditional intermediaries such as major media outlets. This allowed the party to build its own narrative and connect with young left-wing voters who felt alienated and no longer identified with the PSOE (now seen as the party of their parents and grandparents).
Live broadcasts by party leaders and short videos packed with clear, emotional messages became essential tools for connecting with voters and controlling the narrative. This went hand in hand with their confrontational stance toward mainstream media and the status quo, which they saw as serving the old parties.
Television as a Megaphone
Pablo Iglesias, with his direct style and mastery of debate, skillfully used television talk shows to position himself as a charismatic leader. Notably, before running for office, Iglesias hosted a low-budget political talk show called “La Tuerka,” which featured in-depth interviews and discussions with guests from both the left and right. With his communication skills, Iglesias led the debates with a style that was approachable yet rigorous. Other academics and activists who would later join Podemos also participated.
Undoubtedly, this experience as a talk show host was crucial in developing his communication style and remarkable comfort on television (later, Iglesias would advocate for banning private interests from controlling the media—unsurprisingly, after coming to power).
Beyond his own show, Iglesias frequently appeared on major programs like La Sexta Noche, bringing visibility to the party by facing established politicians and journalists on a national stage. According to Luca Costantini (Aquí mando Yo, 2019), Iglesias turned media criticism into an opportunity to present himself as the voice of marginalized citizens, consolidating his image as an anti-establishment leader.
Charisma and Intellectual Approachability
Iglesias managed to position himself as a leader who combined academic rigor with accessibility. His public appearances were clear, emotional, and full of symbolism, using language that appealed to both discontent and hope.
From his appearances on La Tuerka to his participation in televised debates, he built an image of a “relatable politician,” often contrasting with the distant formality of traditional leaders. He used simple language, but filled with cultural and historical references that resonated with his audience. This approach allowed Iglesias to “translate” complex political theory into ideas that were understandable for the general public, drawing on references from books as well as popular TV series and movies.
Another crucial element was his ability to claim television space and turn it into a forum for political education. Iglesias didn’t just seek to persuade, but to educate his audience, using metaphors and examples that made him seem more like an approachable professor than a traditional politician. As Constantini notes, this intellectual-yet-approachable style is a form of disruptive leadership that destabilizes the narrative structures established by traditional media, building a direct relationship with the public.
Visually and behaviorally, Iglesias also broke with traditional political codes. His choice of simple clothing (his iconic rolled-up shirt sleeves), his ponytail, and his deliberately informal tone at times allowed him to connect with voters who saw him as a “more authentic” figure than typical politicians. This style was carefully calculated to project approachability and authenticity, while his academic background gave him legitimacy as a political thinker.
This approach allowed Podemos to break through the limitations of traditional parties and connect with a diverse electorate, from disenchanted youth to working-class sectors and progressive academics.
Constructing the Common Enemy
Following basic principles of political communication, Iglesias and Podemos identified “la casta” (the caste) as the enemy. This term simplified a complex concept of corruption and inequality, serving as a unifying force for various social struggles. The narrative was clear: the people versus the political and economic elite.
This strategy is, in our view, the key to Podemos’ populist success. It served as a wildcard to attack any political adversary, whether for being part of existing power structures or for being businesspeople with economic interests—any opponent could easily be placed in the “caste” basket. The fact that Podemos’ leaders had never held public office, lived and moved in poorer neighborhoods, and were professors at public universities made them the epitome of the anti-caste.
It is, at the very least, striking—and perhaps one of Podemos’ greatest contributions to contemporary Spanish-speaking populism—that this concept has been recycled by figures as diametrically opposed to Iglesias as Javier Milei.
Note to the reader: We cannot discuss this concept and its effectiveness without mentioning its double-edged nature. This idea can be key to gaining power, turning the anti-caste into the caste itself. How to avoid this obvious contradiction is something even Pablo Iglesias could not resolve.
Storming the Heavens: The Legacy of Podemos in Spanish Politics
Although Podemos’ electoral impact has fluctuated in recent years, its influence on Spanish politics is undeniable. The party introduced issues such as social justice, feminism, and the fight against inequality into public discourse, forcing traditional parties like the PSOE (and even the PP) to adopt more progressive positions. Furthermore, their focus on direct communication and strategic use of social media has been adopted, to varying degrees, by almost all political parties—including those in opposition and those ideologically opposed to Podemos.
According to Constantini, the internal battle within Podemos from the outset was about approaching politics as a “storming of the heavens”—all or nothing (Iglesias’ position)—versus the pragmatic, long-term approach advocated by Iñigo Errejón.
As events unfolded, it is clear that Iglesias won the internal debate. He came very close to achieving his much-desired storming of the heavens, but ultimately fell short. Tempted by the prospect of having “some” power as second vice president of the government, he ended up embracing the long-term vision Errejón had insisted on. That change in stance cost him everything he had achieved, leaving him, in the end, with “nothing.”
What Can We Learn from the Rise of Podemos?
The rise of Podemos demonstrates the power of disruptive strategies in times of crisis. Their ability to connect with a disenchanted citizenry through authentic and direct communication marked a before and after in Spanish politics. However, it also highlights the challenges of maintaining internal coherence and long-term relevance.
Podemos became an example of how change is possible when innovation, boldness, and a keen reading of the historical moment come together.
Certain tactics used by Podemos are universally applicable and worthy of study and consideration by any political actor or, more broadly, any expert in political communication.
Are you interested in exploring this topic further or in applying some of these techniques to your campaign? Contact us today and let’s take the first step together to transform your campaign.
