Isabel Díaz Ayuso, president of the Community of Madrid, surprised many by calling for elections in March 2021, despite not having completed half of her term. This move was in response to a possible vote of no confidence that her government partners, Ciudadanos, could potentially initiate against her, as had recently occurred in the region of Murcia. The PP of Madrid went on the offensive and emerged victorious. Since then, they have consistently taken the initiative, responding to every problem, criticism, or attack with a strategy of reframing the narrative in their favor. This technique, known as reframing in political communication, involves redefining a topic or criticism to align with one’s own values and key messages, with the goal of controlling the debate and influencing the audience’s perceptions.
Isabel Díaz Ayuso has successfully crafted a narrative in which Madrid is portrayed as a region that “does things differently” and values freedom above all else. By consistently promoting these key values and generating emotional connections with their voter base, Ayuso’s team aims to position themselves as the champions of an autonomous and prosperous Madrid. Their communication strategy involves not just defending against attacks but actively counterattacking with a message that reinforces their values and political identity, turning any criticism received into a strategic advantage that works in their favor. This approach is characterized by determination, strength, audacity, coordination, and an epic narrative that portrays Ayuso as a relentless fighter in constant combat.
The communication tactics employed by Díaz Ayuso and her team are marked by relentless aggression, a refusal to back down, and a willingness to push boundaries without fear of political consequences. They leverage their media, digital, and institutional resources to rapidly and forcefully respond to any challenges, creating a forceful and overwhelming presence that instills fear in their opponents. Their communication strategy is akin to a military operation, with a focus on maximum impact and a willingness to take risks to achieve their goals. They are not content with merely defending their position; they actively seek to dominate the narrative and shape public perceptions in their favor.
The overarching goal of Ayuso’s communication strategy is to control the narrative, engage voters on an emotional level, and portray their political leader as a fearless warrior fighting for the values of freedom and prosperity. By reframing and reshaping criticisms or attacks into messages that reinforce their key values and identity, they aim to create a memorable and impactful narrative that resonates with their supporters and weakens their opponents. Ayuso’s approach is characterized by boldness, creativity, and a willingness to challenge conventional norms in pursuit of their political objectives, creating a disruptive and audacious communication style that sets them apart from traditional political strategies.
In the highly competitive and volatile world of politics, Isabel Díaz Ayuso and her team have distinguished themselves through their bold and unconventional communication tactics, which emphasize strength, determination, and a relentless focus on shaping the narrative to their advantage. By reframing criticisms, attacks, and challenges as opportunities to reinforce their core values and identity, they have managed to establish a powerful and enduring connection with their voter base, positioning themselves as the defenders of freedom and prosperity in Madrid. Despite facing intense scrutiny and opposition, Ayuso’s communication strategy has allowed her to not just survive but thrive in the cutthroat world of politics, emerging as a formidable force that shows no signs of backing down.
