Spain's media machine backs Feijóo as corruption scandals engulf the Government

Feijóo on El Hormiguero: the Topuria hug and the media bias dividing Spain

Alberto Núñez Feijóo made a surprise appearance on El Hormiguero, a popular Spanish TV talk show, with an unexpected gesture: a public embrace of Ilia Topuria after his UFC defeat. "He's still the best in the world," he said, drawing applause and reinforcing his approachable image. But the visit was more than a sporting gesture: the political debate surrounding it reveals an ever-deeper divide over the role of the media in the race for power.

While some see an orchestrated media campaign to boost the leader of the PP (Spain's conservative People's Party), others point out that the truly worrying issue is the judicial pressure closing in on the Government. Accusations of widespread corruption against the Executive dominate headlines, but coverage is far from balanced: Feijóo's prime-time exposure contrasts with the silence over the cases affecting the PSOE (Spain's Socialist Party).

The paradox of the 'brash' moderate
The nickname "frijol" or "Facheijoo" is no accident. To his critics, Feijóo represents textbook conservatism, yet lacks the radicalism some would like. "I wish he were a real fascist," goes the irony on digital gossip sites, noting that his moderation costs him support among the hard right. However, audience figures and polls suggest that the strategy of presenting himself as a down-to-earth leader —hugs for athletes included— is working with centrist voters.

The background noise: corruption and disaffection
The debate is not just about Feijóo. The shadow of corruption looms over the Moncloa (the Spanish Prime Minister's residence), with investigations that, critics say, are diluted by the mainstream media. "It's shameful that the entire media machine is pushing to make Feijóo president," some complain, while others reply that the real scandal is that "the government, its party and its president are surrounded by well-founded suspicions." In between, a third camp argues there are no substantial differences between the PP and the PSOE, fuelling political disaffection.

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The photo of Feijóo with Topuria —and his message of resilience— probably won't decide the election. But it does reveal a communications tactic that exploits the gap between the official narrative and public perception. How far will the hug effect go?