Vol. 7 No. 1 (2024): Economic Review of the European Union

Over the past decade, Spain has undergone a profound transformation in the field of political communication. From the analog campaigns of the early 2010s to the hyper-segmented, data-driven strategies of the 2020s, political actors have continuously adapted to technological disruptions, electoral volatility, and shifting public expectations. This article traces the evolution of these communication strategies between 2011 and 2024, offering a longitudinal and practice-informed analysis. Drawing on direct professional experience in public administration and political consultancy, it reflects on the incorporation of social media, the institutionalization of political advisors, the rise of microtargeting and big data, and the recent turn toward authenticity and narrative in digital campaigning. The Spanish case illustrates how political systems with complex territorial structures and ideological fragmentation manage the challenges—and opportunities—of digital communication in a polarized democratic context.