The Podemos Phenomenon

PUBLIC DISCOURSE

INTERNET MONITOR 2014:

The Podemos Phenomenon

-

Although it may seem that the rise of Podemos was sudden and spontaneous, the party was not built mass demonstrations banner. Podemos channelled the craving for reform and attracted different population sectors particand political situation. Half of Podemos voters are under 40 years old, more than two-third position themselves on the left, and more than half are male. In sum, they are well informed, politicized, and

This burgeoning political party is spearheaded by Pablo Iglesias, a political science professor who

audience.

1

The impact of the Podemos communica-

screen and the screens of smartphones, tablets, and laptop computers. The average Podemos voter

have an e-mail address. Podemos was established out of a challenge to empower citizens—an ever-present underlying goal platform was a collective effort that included online discussions and invitations to make individual the proposed amendments. These circles, acting as grassroots organizations, together with a digital

The increasing demand for new politics goes hand in hand with that for new forms of communication.

122

INTERNET MONITOR 2014:

PUBLIC DISCOURSE

The rhetorical approach of Pablo Iglesias, which includes both a distinctly populist tone and an optimism that Podemos can bring about true change, is well suited to the brevity and emotiveness of the digital language. lishment power, or the so-called upper caste. Along those lines, Podemos has positioned its stance

The current challenge for Podemos lies in reconciling open participation with the creation of stable management structures. Podemos has taken a rapid and unconventional path toward becoming a team.

Notes

123