The campaign of David Broncano and Jordi Wild

BarcelonaFor some time now, political parties have been making ten-point summaries of their endless, repetitive, and vague electoral manifestos—which, as a general rule, are only read by the people who write them—with simple and as impactful phrases as possible. Campaign managers are aware that the influence of these commitments on the popularity of the candidates is practically nil and that the programs only serve so that journalists can search the archives when they fail to fulfill them. Now, everyone is opting for short videos in vertical format, witty phrases, kisses to their partners, AI montages, social media dialogues between community managers, and any tool that provides visibility among voters, especially among the youngest. And since they have been dedicated to it for a long time, moments of second-hand embarrassment are increasingly frequent.

Traditional media, especially television, has not been abandoned due to the weight it still holds among the general public, but even there, communication codes have changed. The 2023 campaign already had a strong presence on social networks, but this one marks the definitive consolidation of these channels as an absolute priority for the parties. “I try to be present on people's phones” or “I prefer to fill TikTok rather than libraries” are quotes from Gabriel Rufián, the politician who grasped where everything was heading before the others.

This is, so far, the campaign of David Broncano and Jordi Wild, even though in none of the interviews has any relevant headline been given.