20D brought an untold scene in the recent history of Spain. The entrance of new actors, the balance in the correlation of strengths and the divergence of relevant issues imposes new relationship logics, forms and language in the political sphere.
For economic and social organizations it is essential to stop, distance themselves and reflect on the key things that are going to mark the institutional functionality from now on. These are beyond the last minute headlines, tactical movements and the staging of political communications: what has changed and what will change in the political scene in how organizations defend their interests?
To respond to these issues, ATREVIA has met with two experts in political communication: María José Canel, Chairperson of Communication and Imma Aguilar, political analyst and parliamentary advisor of Ciudadanos; who accompany the director of Public Affairs of ATREVIA, Yolanda Román. Together they have analyzed how this current political panoramic arrived and the scenes that are drawn in the short and long term, as well as the possible implications that can be faced in the future.
In her presentation, María José Canel showed how the electoral behavior of the Spanish people have changed in two ways: it has gone from a partisan vote to a realistic vote (voting loyalty to a party is decreasing and they take into account the performance of management) and from an economic vote to an ethical vote (which requires parties not only managing well but also to be transparent).
Canel has also planted the possibility of finding ourselves before a reorganization of bipartisanship. She identified positively to the legal emergence of new political forces like for example the activation of society in politics, the overcoming of the right-left division as a unique element in the decision to vote and the need for dialogue for decision taking. Her conclusion is that “we have to learn to navigate in this fragmentation and put communication at the service of understanding”.
Imma Aguilar proposed understanding politics as a product in the market where the parties have to make offers to cover the needs of voters. 15M was identified as a moment that marks a before and an after in the mood of the Spanish society and has concluded affirming that “in addition to the data and rationalities, politics are perceptions, emotions and sensations”.
For her part, Yolanda Román emphasized that “since the logic of making and policy have changed; the social and economic actors, the companies and organizations also have to adapt and change their way of influencing decision taking, searching also for new narratives and contributing to generate understanding and consensus”. Román insisted that companies and society are also political actors and they should define their way of acting in this space.
In respect to the future scene, the three have agreed that a short legislature is the most probable option and new elections are “the worst scene possible”. Therefore, they have also agreed that a key element is able to clear the panorama from the pacts that would be met and know how to communicate this great “cause” (unity, stability). This allows the breaking of red lines or traditional blocks, uniting parties beyond the ideologies, personal ambition of each leader or the internal balance of party power, especially PSOE.
All the speakers suggest that the healthy reform of politics in society shouldn’t bring the trivialization of politics. We are living in new times that exists other rhythms, where there is no choice but to get used to it.