In this article from El País, the author examines the phenomenon of left-leaning political figures in Spain who appear to rise quickly to prominence thanks to media exposure rather than through foundational political principles and collective ideologies. This trend, the article suggests, leads to ephemeral leaders whose popularity is closely tied to their self-promotion and media presence rather than their commitment to representing the broader party agenda or the interests of their constituents.

The piece highlights a shift in political culture where traditional grassroots organizing has become secondary to media notoriety. It argues that in the current landscape, aspiring politicians focus on building a public persona through social media, commentary, and appearances on television rather than fostering connection with a unified ideological base. This approach is critiqued for undermining the essence of political representation, which traditionally relied on a shared vision and collective efforts of party members to appoint leaders.

The implications of this trend are significant as it raises questions about the future of political leadership and democracy in Spain. The reliance on charismatic media figures may lead to a fragmented political landscape where individualism and personal branding overshadow collective ideals and coherent policy agendas, potentially weakening the foundation of democratic governance and party cohesion.