In Spain, the 2014 European Elections saw the unexpected rise of a new party Podemos , which obtained five European Parliament seats only three months after its formation. In the Spanish National Elections in December 2015, this party obtained 20.66 percent of the votes, which made it the third biggest party. Our objective was to analyze the old and new elements of Podemos ’ communication and campaign strategies. The methodology followed here used this new party as a strategic case study by a qualitative approach. The analysis focused on three key fronts: (1) the role of communication, (2) mediatization of politics, and (3) use of digital media. The results suggested that Podemos ’ 2014 electoral campaign combined presence on broadcast television and use of intense digital media to boost citizens’ engagement and self-mediation. Accordingly, it was established as a new transmedia party. This case also demonstrates that mediatization can also occur in two-way street dynamics, that is, from politics to the media, where the former generates an influence on the latter. This finding opens the door to help overcome the media-centric vision. Finally, we discussed future questions about the influence on other political actors’ communication strategies in different parts of the world from an international perspective.

Citizen participation in Spain has significantly increased, and its repertoire has broadened as a result of the 15M Movement. From assemblies and acampadas (occupations) to the current proliferation of new political parties, there has been constant movement through a wide range of techno-political actions and experimentation with means and political tools used by civil society and activists. This article aims to reflect on this complex and novel political repertoire from a theoretical framework of civil society. This framework is complemented with the differentiation of (horizontal versus vertical) political logics used in social movement studies.

The current political context in Spain is intriguing for those who study participation and political parties. The emergence of citizen activism, expressed mainly through the 15M Movement, and the political crisis of the two major political parties has led to a new and complex situation where new political parties flourish out of citizen initiatives. This paper analyses the nature and characteristics of these new political parties, and considers the impact that the proliferation of these parties is having on current democracies. The work is based on content analysis and field interviews involving almost a hundred activists and party members from three different Spanish cities.

In the 2015 local elections, political formations with their roots in social movements took control of several Spanish city councils, including Madrid and Barcelona. The wave of protests that began with the 15-M movement in 2011 gave way to an electoral model that aspired to promote transformative politics and new ways of ‘doing politics’. The aim of the present study is to examine the scope and the limits of this move into the institutions in Madrid and Barcelona (2015–2019). The case studies involved in-depth interviews and a documentary review. Results reveal significant differences between the two cities.