The Power of Seduction and Symbolism in Spanish Political Discourse
Toni Aira’s book and Carla Antonelli’s testimony shed light on how symbolism, media, and identity politics shape contemporary political communication in Spain.
- • Toni Aira’s book analyzes how political leaders use symbols and seductive narratives to influence voters.
- • Aira cites examples from Pedro Sánchez to Nicolás Maduro to explore 'hype leadership' and media manipulation.
- • Carla Antonelli highlights how the ultraright targets the LGTBIQ+ community to distract from core policies issues.
- • Antonelli stresses the importance of education and visibility in combating discrimination and prejudice.
Key details
Toni Aira’s recent book, 'Mitólogos. El arte de seducir a las masas,' offers an insightful analysis of how contemporary political leaders in Spain and beyond use symbolism, seductive imagery, and crafted narratives to influence public perception. Drawing on Giovanni Sartori's concept of 'Homo videns,' Aira explores how modern media, including TikTok, shapes a voter’s understanding and emotional response to politics. The book presents twelve political figures, from Pedro Sánchez to Nicolás Maduro, as examples of leaders who manipulate visual and symbolic elements to secure legitimacy and voter appeal. Aira highlights the rise of “hype leadership,” where unpredictability and emotional engagement overshadow legal and institutional norms, raising questions about the authenticity of political personas.
Parallel to this analysis is senator and LGTBIQ+ rights advocate Carla Antonelli's reflection on the political use of identity narratives. During a talk at the University of La Laguna, Antonelli condemned the ultraright’s tactic of using the LGBTQ+ community as a scapegoat to obscure core social issues like healthcare and education. She emphasized the critical role of visibility and education in countering prejudice, drawing from her own experiences of discrimination under Franco’s dictatorship and her journey to becoming a respected leader. Antonelli’s testimony complements Aira’s analysis by illustrating the real human stakes in political communication and symbolism.
Together, Aira’s scholarly exploration and Antonelli’s personal testimony reveal the complex interplay of myth, media, identity, and seduction in contemporary Spanish politics, underlining the importance for citizens to critically evaluate political imagery and narratives.
This article was synthesized and translated from native language sources to provide English-speaking readers with local perspectives.