From invisibility to the public sphere: The hybrid Media strategy of a new party (Podemos, Spain, 2014-2015) Articles uri icon

publication date

  • November 2021

start page

  • 4908

end page

  • 4933

volume

  • 15

International Standard Serial Number (ISSN)

  • 1932-8036

abstract

  • How does a new party manage to move from invisibility to occupying a central position in
    the public debate? How does it gain the attention of the mainstream media and recognition
    by the public and the institutions linked to sociopolitical and economic power? This article
    examines the media strategy followed by the Spanish party Podemos in its first year of
    activity. We apply quantitative and longitudinal methods to analyze the attention paid to
    Podemos by television channels, newspapers, online press, and digital networks. Results
    show that the party prioritized antagonistic talk shows, infotainment, and self-produced
    television programs, which combined to create a viral presence on digital networks and
    led to its leaders appearing on mainstream TV channels. This hybrid strategy took the
    party from media invisibility to the central public sphere, though traditional dependence
    on favorable opinion polls and electoral success were also relevant.

keywords

  • hybrid media strategy; new parties; podemos; public sphere; spain