Myth and Narrative: Crafting Political Leadership in Modern Spain

Political communication expert Toni Aira explores how contemporary Spanish and global leaders employ mythological themes and narrative strategies to build compelling public personas. In his work 'Mitólogos: el arte de seducir a las masas,' Aira argues that in today’s audiovisual era, political success hinges on connecting with audiences through stories that resonate deeply, much like the enduring motifs of Greek mythology.

Aira highlights the phenomenon of 'celebrification' in politics, where fame and charisma often eclipse traditional policy debates. Using examples like Pedro Sánchez’s 2017 journey across Spain—which Aira compares to Odysseus’s legendary travels—and figures like Oriol Junqueras and Angela Merkel, he underscores that effective leaders balance extraordinary public personas with relatable human qualities. The rise of candidates such as Javier Milei exemplifies how visual and performative elements dominate political communication today.

Aira’s analysis suggests that modern political leadership requires this nuanced narrative blend to engage a fast-moving digital audience and sustain personal connection amidst spectacle and fame. This insight deepens our understanding of Spanish politics, showing how mythic storytelling shapes the electorate’s perception of leaders like Sánchez. It reveals a strategic dimension often overshadowed by policy disputes, highlighting how narrative and symbolism continually reinvent political engagement in Spain and beyond.