They also used funding, including foreign money, that doesn’t go directly to Vox but rather goes to organizations that share some of its views - a form of political finance familiar to Americans, but new to Europeans. The use of social media marketing to exacerbate polarization of websites created especially to feed polarized narratives of private fan groups that pass around conspiracy theories of language that deliberately undermines trust in “mainstream” politicians and journalists: Fans of the party that wants to “Make Spain Great Again” used all of these tactics to move its message from the fringes to the mainstream. Vox is the counter-backlash.īut the story of Vox also belongs to a larger global story about the online and offline campaign tactics developed by the American alt-right and the European far right, which are now used throughout the world. The economic crash of 2009 undermined faith in the mainstream parties and led to a strong, far-left backlash. How did it happen? And what does it have to do with President Trump? The speed of Vox’s rise is, in many ways, a uniquely Spanish story, one of nationalist reaction to a regional separatist crisis, the growth of polarization and the fragmentation of what used to be a two-party system. Its loud presence in the election campaign helped boost election turnout to the highest level in years, as Spaniards were eager either to support Vox - or to vote against it. In the Spanish parliamentary elections of 2016 - the year that Abascal starred in that “Make Spain Great Again” video - Vox and its macho, cinematic Spanish nationalism did not win a single seat soon after, one Spanish website posted an article asking, “Why doesn’t anybody vote for Santiago Abascal?”īut last Sunday, the party’s support among the electorate went from zero to 10 percent, which earned it 24 members in parliament. Vox is Spain’s fastest-growing political party, and Abascal is its leader. The man is Santiago Abascal, and this, of course, is an advertisement for Vox. The slogan translates to “Make Spain Great Again”. then you are making Spain great again!” A slogan appears on the screen: Hacer España Grande Otra Vez. The music climaxes, the man is on top of the mountain, the voice finishes: “. . . If you love your fatherland like you love your parents. “If you feel gratitude and pride for those in uniform who protect the wall. . . if you can keep your honesty intact in times of corruption. if you look toward new horizons without despising your old origins. All the while, music is playing and a voice is speaking: "If you don't laugh at honor because you don't want to live among traitors. He crosses a field of wheat while brushing his hands, as in a Hollywood movie, across the tops of the sheaves. A man is walking, and then running, in slow motion.
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