Why do the left-wing trash media push Rosalía so hard?

Conspiracy or marketing? We look at why Spanish media promote Rosalía so heavily and the theories that explain it.

English · Original discussion in Spanish · Published

Why do left-wing media push Rosalía? The cultural engineering theory

Rosalía, the Catalan singer with 2 Anglo Grammys and 12 Latin Grammys, is the subject of a media push that, according to some analyses, even surpasses that of Michael Jackson or Madonna at their peak. It is no exaggeration: from El País to TVE, including El Periódico, which calls her a "goddess", Spain's major outlets devote coverage that many consider disproportionate. Is it simple marketing, or is there something more?

The positions on the table

On one hand, one line of thought holds that the promotion responds to social engineering: Rosalía would embody the values of the proge movement (feminism, sensual diversity, Catalan nationalism) and sympathetic media would push her as a cultural icon. The fact that she is presented as a role model to boost teenage girls' self-esteem, while historical figures of greater depth are ignored, reinforces this thesis. Moreover, her label as a "Catalan artist" in the international press is no coincidence.

Another camp argues that this is corporate marketing with no political agenda. Rosalía's record label pays media outlets to promote her, as happens with any successful artist. The difference from Madonna or Prince would lie in the changed media ecosystem: news programmes now include advertorials and cross-promotions. The apparent conflict triangulation between left-wing and right-wing media is only superficial, since they belong to the same conglomerates.

Contrasting data

Defenders of the genuine success theory point to her awards: Rosalía has won two Anglo Grammys and twelve Latin Grammys, something no other current Spanish artist has achieved. However, one detail stirs the debate: an English-born teacher living in a British village had no idea who she was. This suggests her international fame is limited outside the Latin world and music circles.

The comparison with Michael Jackson or Madonna is inevitable. Neither of them had such an intense and sustained media campaign in Spain, despite being global phenomena. The question that remains is whether the media backing responds to objective artistic merit or to a strategic decision from above.



The "psy-op" hypothesis — a social engineering operation — gains ground when one observes how Rosalía has been promoted suddenly and massively, without any prior popular demand. Some point out that her explicit political positioning (" Vox", free abortion) makes her the perfect standard-bearer for an agenda. Others, however, believe that today's music market produces disposable artists, and that when the media support is withdrawn, Rosalía will vanish like so many others.

The debate is not closed. Meanwhile, the media keep calling her a "goddess".

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Summary of a discussion on Burbuja.info - Foro de economía, actualidad y política., translated from Spanish and reviewed before publication. Read the full discussion (55 replies).

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