VOX's latest video is a masterclass in political messaging

VOX has circulated a message on X presenting Pedro Sánchez as "the problem" and Santiago Abascal as "the solution". It is a piece of political communication that reduces the debate to two proper names.

## A slogan built on two names

The post by **VOX** on the social network **X** boils the whole message down to one sentence: "Sánchez is the problem. Abascal is the solution". Two proper names, a diagnosis and a promise. There are no concrete proposals or data to back up the claim. It is political communication in its purest form, designed to spread fast and fix an idea in voters' minds.

The format is no accident. Social media rewards brevity and confrontation. A message that fits on one line and identifies a culprit and a saviour travels further than a hundred-page election manifesto.

## Personalisation as a strategy

Spanish politics has been drifting towards personalisation for some time. Parties talk less about programmes and more about leaders. **Pedro Sánchez** and **Santiago Abascal** embody two opposing projects, and that contrast is exploited electorally. VOX's message is not trying to win over PSOE voters; it aims to mobilise those who share the diagnosis that something is going wrong and need a clear target.

The phrase "Sánchez is the problem" taps into discontent. "Abascal is the solution" offers a way out. It is a classic propaganda structure: identify the threat and present the saviour. It works because it needs no explanation.

## What VOX stands to gain from this message

VOX competes in a political space where a clearly defined enemy matters. This message reinforces its image of outright opposition. It does not ask for votes to govern; it asks for votes to change course. The post on **X** seeks amplification: every share multiplies its reach at no extra cost.

The risk is oversimplification. A message that reduces everything to two names can ring hollow when voters ask about concrete policies. But for VOX, right now, the priority seems to be making the frame stick, not the detail.