PP's social media manager: from backup of the backup to electoral weapon

The PP social media manager who went from backup to electoral weapon

Who is behind the change in tone of Spain's PP on social media? A community manager who, according to EL MUNDO's report, has been at Génova (the party's headquarters) for less than a year, was "the backup of the backup" and, after a brainstorming session for posts on X, took charge because his tweets performed the best. He reports directly to Feijóo's inner circle and has turned irony and merciless jabs into the party's digital hallmark during the 29-N campaign.

From anonymity to running the engine room

The story told is one of a meteoric rise. Very young, with no name or gender revealed —"My gender? The current one or the one I was born with? That way the dirty-tricks crowd won't recognize me," he replies— this profile agrees to speak without identifying himself because he believes he would be "in the crosshairs." His breakthrough came when his proposals for X beat everyone else's in an internal brainstorm. Since then, everything goes through his hands.

The style is recognizable: irony, ruthless attacks on the left and its allies, and view counts that have gone from thousands to hundreds of thousands or millions. His supporters cheer his hits; his critics talk of a "loss of shame," an expression the interviewee himself turns around with a smirk.

"The left is a drag": humor as a political weapon

The interview yields headlines about the approach. "The left is a drag. It has insisted on telling us how we must live and how we must think before granting us the good-Earthling badge," he argues. And he adds: "You can also beat them to a pulp on social media through humor." He acknowledges inspiration from TV comedy formats and specific comedians, and argues that being a mainstream governing party and speaking from social media are compatible: "We've come to play, with Fraga's blessing."

The portrait includes nods to the work culture: few staff, almost all in tracksuits, lunchboxes in the office and roll-your-own tobacco. "We're a budget unit in the fight against sanchismo," he says. And a jab at his PSOE rival: "Óscar Puente's account and style smell of mothballs."

The echo in the digital ecosystem and doubts about the method

The profile inspires devotion among right-wing voters —messages offering a hot meal, a NASA computer or even marriage— and receives requests for a pay rise. The public conversation around the interview mixes praise for the change in tone with suspicion over whether humor justifies any hit. Comparisons with earlier eras of the party also surface, along with the question of whether this style mobilizes or merely amplifies the already convinced.

The CM sums it up his way: "If money moved me, I'd have been Ábalos's CM and not the PP's." The open question is whether the PP's social media revolution is a sustainable phenomenon or a campaign artifact.

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In digital politics, irony expires faster than the tweet.