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Article
New versus Old Politics in
Podemos: Feminization
and Masculinized Party
Discourse
Paloma Caravantes
1
Abstract
Little research has explored the gender dimension of political actors who have
emerged in response to the erosion of Western mainstream parties after the Great
Recession. This article analyzes the case of Podemos, a party inspired by the protest
movement Indignados, which has disrupted the Spanish two-party system in only
two years. Through the analysis of its leadership’s discourse, I expose the con-
stitutive friction between Podemos’ commitment to “new” alternative practices and
the “feminization of politics,” and the reproduction of “old” and “masculinized”
politics through a competitive rationale. I characterize this rationale with four fea-
tures that underlie a dominant masculine party culture: (1) emphasis on winning and
aggressive strategy, (2) adversarial style and internal confrontation, (3) hierarchy
based on intellectual authority, and (4) charismatic masculine leadership. I suggest
that this originates from a populist notion of empowerment and political power that
relies on a patriarchal and dominant understanding of successful politics.
Keywords
feminism, populism, politics, feminization, Spain, masculinized party culture
1
Rutgers University, New Brunswick, NJ, USA
Corresponding Author:
Paloma Caravantes, Rutgers University, Ruth Dill Johnson Crockett Building, 162 Ryders Lane, New
Brunswick, NJ 08901, USA.
Email: paloma.caravantesgonzalez@rutgers.edu
Men and Masculinities
2019, Vol. 22(3) 465-490
ªThe Author(s) 2018
Article reuse guidelines:
sagepub.com/journals-permissions
DOI: 10.1177/1097184X18769350
journals.sagepub.com/home/jmm
When discussing the gender dimension of political parties, much of the literature
focuses on the formal and informal dynamics that shape the distribution of power
and the everyday functioning of established political organizations and institutions
including organization, participation, recruitment, or candidate selection (Bjarne-
gard 2013; Leach and Lowndes 2007; Lovenduski 2005; Verge and de la Fuente
2014). Not so much scholarship focuses on the gender dimension of new political
forces that emerged as a consequence of the erosion of mainstream parties in the
aftermaths of the Great Recession (Kriesi 2016). Podemos (“We can”) represents a
distinctive case in this context, as a leftist party inspired by anti-austerity social
movements, particularly the so-called Indignados (“Indignant”), within a Western
European scene dominated by the expansion of right-wing and neoliberal populist
actors. Unlike other challenges posed to Western liberal democracies, Podemos not
only offers a grassroots populist answer to the discredited political establishment
but, more interestingly, openly questions the gender order of political structures and
the exercise of power. At a discursive level, Podemos combines inclusionary com-
mitments, aiming to implement new, alternative, and “feminized” politics, with a
competitive rhetoric seeking to “win” the institutions for the people. I examine the
complex dialogue between these two discourses through the lens of gender perfor-
mance, exploring the friction between feminist and pluralist elements and the repro-
duction of a dominant masculine party culture.
I analyze Podemos leadership’s discourse and public performance—including
official party declarations, electoral material, personal statements, and interviews
that have been either covered by mainstream media or published by leaders through
social networks—between the foundation of the party in January 2014 and the first
semester of 2017. This material shows how Podemos leverages Western processes of
mediatization (Kriesi 2014) or tabloidization of politics (Mudde 2013), strategically
using social networks and mainstream media to build the image of the party and its
leaders’ personas (Rivero 2014). Online platforms have been equally central to the
party’s participation and organizational dynamics, offering an interface between the
leadership and the base.
Presented as a departure from the media strategy of mainstream parties,
1
Pode-
mos’ communication stands out for (1) the party’s advocacy for sharing its political
strategy and academic diagnosis of the sociopolitical and economic context and
(2) its transparency about internal and organizational dynamics. Thus, I explore
the party’s discursive production throughout its process of institutionalization,
during an exceptional moment in Spanish politics characterized by an intense
electoral cycle.
2
Podemos stormed onto the Spanish political scene in 2014, when the country was
still immersed in a climate of discontent and frustration over the corruption, mal-
practice, and self-indulgent dynamics of the political class. Since 2008, the country
has endured social, economic, and political crises that have severely affected the
well-being and living conditions of the population and have altered the stability of its
political system (Ioe´ 2013). The Great Recession deeply impacted the Spanish
466 Men and Masculinities 22(3)
economy, with a reduction of almost 15 percent in its gross domestic product
between 2008 and 2013 (Ramiro and Go´mez 2016). Austerity policies have accel-
erated unemployment, which reached 55.5 percent of youth and 26.2 percent of adult
workers in 2013 (Eurostat 2015), and the banking crisis has contributed to increasing
indebtedness among the middle class. Multiple corruption scandals have rocked
mainstream national parties as well as members of the royal family, and secessionist
movements have been revitalized, fueled by identity aspirations and perceptions of
economic discrimination.
In this politically volatile and economically precarious context, Podemos was estab-
lished to participate in the European elections of May 2014, unexpectedly winning 7.98
percent of the national vote (Ga´lvez and Kadner 2014). In only two years, the party has
disrupted the Spanish political landscape. Mainly due to Podemos’ success, the coun-
try’s two-party system has fragmented into a multiparty system leading to two rounds of
elections in December 2015 and June 2016. For the first time since the consolidation of
democracy in the early 1980s, neither of the two mainstream parties, the People’s Party
(PP) and the Socialist Party (PSOE), was able to form a government for almost a year.
Eventually, faction struggles within the PSOE led to the resignation of its leader, Pedro
Sa´nchez, and to the abstention of most Socialist Members of Parliament (MPs) to enable
the reelection of Mariano Rajoy, PP’s leader, as the country’s president in the name of
country’s stability (Burgen 2016).
The transformation and instability of the party system, along with the relative
collapse of the PSOE, reflect an extraordinary period in Spanish politics that resembles
similar processes in other Western countries after the Great Recession. The erosion of
mainstream parties’ representational role and the inability of political institutions to
promote policies that are well received have led to social unrest and to the emergence
of populist actors who seem to grasp structural conflicts better, claiming to defend the
self-perceived losers of globalization (Kriesi 2016). Recent literature identifies the
enforcement of austerity measures and mainstream parties’ political corruption and
unresponsiveness as major causes of the spread of popular protest and the transforma-
tion of Western party systems (Kriesi and Pappas 2015; Mudde and Kaltwasser 2017).
The referendum held in the United Kingdom aboutwhether to remain in the European
Union, the 2016 US presidential election, and recent developments in French and
Dutch politics are good examples of these processes.
In the case of Spain, incipient studies question the hypothesis that Podemos
obtains its support from the self-perceived “losers of globalization,” rather, they
argue, the party relies on “anti-mainstream protest voting and highly educated
groups with unfulfilled expectations” (Ramiro and Go´mez 2016, 3). Framing the
political context as a “window of opportunity” (Errejo´n 2016) to foster a deep
transformation in Spanish society, Podemos leaders stress their commitment to do
things differently than the political class (“the caste”) does (Vallı´n 2017). Podemos
rhetoric relies on the dichotomy of new versus old politics, in which the party claims
to represent the common people in the face of a corrupt and self-serving elite of
professional politicians (Cruz 2016; Dı´az 2016).
Caravantes 467
This window of opportunity was allegedly opened by anti-austerity movements,
particularly the Indignados, also known as 15-M movement. The Indignados
emerged in the political scene with a mass demonstration in Madrid on May 15,
2011, seeking to hold political elites and financial institutions accountable for the
economic and political crises, while reversing the reigning apathy with a civic
exercise of political empowerment (Serrano et al. 2014). Following the lessons from
the Arab Spring and grassroots movements in Latin America and Greece, the Indig-
nados established protest camps in cities around the country as alternative models of
power and decentralized organization (Hughes 2011).
In 2014, Podemos capitalized on the momentum started by these mass mobiliza-
tions. The party continued the legacy of the Indignados by carrying forward some of
its key demands (e.g., empowering the population in front of the political class) and
by committing to practicing politics in ways similar to how the movement held its
protests—such as restricting leadership and promoting principles of collaboration
and horizontality (Hughes 2011). Unlike other grassroots protest movements such as
“Occupy,” the Indignados found a continuity in Podemos, which has not only
become the third national party in two years of existence—closely following the
PSOE—but even reached similar levels of vote intention to those of the main two
parties in 2015 (Ramiro and Go´mez 2016).
Interestingly, a key aspect of Podemos’ transformative discourse lies in decon-
structing dominant modes of gender performance within the political field, not only
as opposed to the stale practices of the “old caste” but also in the construction of the
party’s internal dynamics. Either through the so-called feminization of politics or
other feminist concepts, Podemos leaders stress the need to move away from a
dominant masculine party culture and the exercising of power that accentuates
hierarchy, confrontation, and imposition. Alternatively, Podemos advocates for lea-
derships based on dialogue, collaboration, and inclusiveness. By framing “new”
politics through the transformation of the gender order, Podemos provides a unique
example within the context of transformation of Western party systems.
In the remaining sections of this article, I use material from mainstream media
and social media to explore Podemos’ strategy, mechanisms of authority, internal
organization, and styles of leadership, assessing the gendered dynamics operating
through its leaders’ discourse and performance. First, I examine the party’s com-
mitment to new and alternative practices based on bringing plurality to the insti-
tutions and the “feminization of politics.” Then, I identify a competitive rationale,
characterized by an emphasis on winning, an adversarial style, a hierarchy based
on intellectual authority, and a charismatic leadership. Through this comprehen-
sive approach, I show how the competitive framework embraced by Podemos
recreates dynamics that are highly complicit to the “masculinized” ways the party
appears to be seeking to deconstruct. Finally, I discuss the assumptions underlying
this rationale suggesting its relation to a specific notion of empowerment and
political power.
468 Men and Masculinities 22(3)
“Masculine” and “Homosocial” Politics
Feminist scholars have devoted considerable attention to the analysis of gendered
styles of political leadership. Reingold (1996), for example, distinguished between
feminine or feminist political styles that value “compromise, consensus-building,
equality, and honesty,” as opposed to masculine leadership styles that frame politics
as a win–lose situation, in which a hierarchy is often enforced through manipulation
and coercion (pp. 464–65). Jones, Charles, and Davies (2009) differentiate between
“consensual politics”—less aggressive, cooperative, and associated with “feminine”
ways–and an “adversarial style”—oppositional, efficient, and associated with
“macho” forms of masculinity. Similarly, Lovenduski (2005) finds that British
politics favor “speechifying, posturing, and arcane practice” rather than
“cooperation, consensus-seeking, and real discussion of alternatives” (p. 54). Other
authors accentuate the relational aspect of collaborative leadership, characterized by
consensus building and shared authority rather than self-sufficiency and fragmenta-
tion (Palop 2016). This scholarship provides helpful guidelines for analyzing the
gender dimension of Podemos’ discourse, particularly to interpret the feminization
of politics, which Roth and Shae Baird (2017) define as follows:
First, gender equality in institutional representation and public participation. Second, a
commitment to public policies that challenge gender roles and seek to break down
patriarchy. Third, a different way of doing politics, based on value and practice that put
an emphasis on everyday life, relationship, the role of the community and the common
good.
In their definition, Roth and Shae Baird are particularly cautious to avoid a
reification of the feminine, a notion that has been extensively debated and contested
due to its complicity with binary and essentialist understandings of sex and gender
categories. Feminist literature has focused on destabilizing dominant readings of the
“femininity,” revealing their genealogy and sociocultural specificity, as well as their
configuration within a set of power relations that intersect with other systems of
discrimination (Butler 1990; Cho, Crenshaw, and McCall 2013). Despite the risks of
reification, the notions of “masculinity” and femininity have been used in studies on
gender and politics for their value as referential categories that define ideal forms of
gender configurations in Western cultures. In the case of Podemos, these termino-
logical complexities have triggered intraparty controversies around the use of
“feminization,” leading some party feminists to suggest the use of
“depatriarchalization” as a more appropriate way to convey the opposition between
egalitarian and patriarchal politics.
When exploring the ways in which institutions are gendered, the specialized
literature emphasizes the relevance of informal dynamics at the core of most polit-
ical organizations (Leach and Lowndes 2007). These dynamics are markedly homo-
social (Mackay, Kenny, and Chappell 2010), allowing political actors to mobilize a
Caravantes 469
type of capital granted for and to men based on interpersonal trust, familiarity, and
likeability within same-sex social relations (Bjarnegard 2013, 22). Homosocial
interactions work not only as relational mechanisms of validation, policing, or dis-
ciplining (Vasquez del Aguila 2014) but also as sources of trust among male poli-
ticians who ground their perception of interpersonal predictability, loyalty, and
complicity on gender identification (Bjarnegard and Kenny 2016, 385). This
in-group networking dictates internal dynamics within parties, such as decision-
making, recruitment processes, and recognition of leaders’ authority (Bennister,
Hart, and Worthy 2015); affecting negatively women who are excluded from acces-
sing the “homosocial capital” (Bjarnegard and Kenny 2016).
Homosocial dynamics construct the political sphere around an ideology of domi-
nant masculinity that pervades institutional structures, practices, and norms
(Mackay, Kenny, and Chappell 2010) and that is constantly reproduced and natur-
alized (Lovenduski 2005, 48). Within modern politics, the prevailing style of lead-
ership corresponds to the “male experience regarding authority, competitiveness,
ambition, and certain forms of rationality” (Verge and de la Fuente 2014, 71).
Associated with gendered practices that are attributed to masculine endeavors
(Jefferson 2002), political power features dominance, self-confidence, strength, and
efficiency (Romer 1990). Studies on the gender ideal ingrained in the US presiden-
tial campaigns, for example, suggest that candidates need to conform to ideals of
masculinity in order to succeed politically (Duerst-Lahti 2010), and this conformity
entails competing, attempting to dominate, and denigrating other masculinities
(Cooper 2009, 648). Similarly, Krohn-Hansen (1996) suggests that political legiti-
macy in the Dominican Republic is built upon daily-life notions of dominant mas-
culinity, including a language of power, rhetorical skills, or the exhibition of
courage, sincerity, or seriousness. Within this party culture, women are highly
scrutinized, considered less competent to pursue political careers, and affected by
horizontal and vertical segregation as well as by androcentric uses of time (Kenny
and Verge 2016; Verge 2015).
3
On account of its constitutive role in party politics,
Lovenduski (2005) concludes that political parties are “major distributors” of tradi-
tional masculinity (p. 56).
The case of Podemos enables the exploration of the contradictions, negotiations,
and complexities faced by a political party that explicitly questions the masculine
paradigm of power as described above and argues for alternative political practices,
facilitating the analysis of the hidden mechanisms of gender that shape institutional
and party politics.
Podemos’ Alternative Politics: Plurality in Spanish Congress
Podemos’ commitment to new and alternative politics has been channeled through
the presence and performance of its representatives in the Spanish Congress after the
elections of December 2015. Podemos participated in these elections with other
political forces from Catalonia, Galicia, and Comunidad Valenciana, integrating a
470 Men and Masculinities 22(3)
leftist coalition that gained 21 percent of the vote and brought sixty-nine newly
elected congressmen and congresswomen out of a total of 350. The formation of
a coalition with autonomous political organizations from different regions constitu-
tes itself an alternative political practice that differs from mainstream national
parties in the recognition and incorporation of the cultural diversity within the
Spanish state (Pou 2016).
Podemos and its allies contrast the usual profile of professional MPs with unpre-
cedented diversity, including social movement activists, the first black congress-
woman, or a labor unionist from the agricultural sector (Kassam 2015). The
representatives of Podemos’ coalition are the youngest in Congress, with an average
age of forty-one years, seven years below the overall average age. The coalition also
presents gender parity, following a system of zipper lists that requires a strict alter-
nation between female and male candidates, and incorporates the highest proportion
of representatives that access political institutions for the first time (Coller 2016).
Podemos’ plurality has been conveyed not only in terms of age, gender, race, class,
and background but also through personal aesthetics by adopting, for example,
informal clothing and nonnormative gender hairstyles, diverging from the standard
profile of a typical Spanish congressman—a forty-seven-year-old white male, grad-
uated in law, and wearing a suit and tie.
4
Within this context, two particular episodes generated profuse political reactions
and media attention. The first episode took place during the investiture debate of
March 2016, when the PSOE failed to form a government. Podemos secretary-
general, Pablo Iglesias, congratulated the male Catalan leader of the leftist coalition,
Xavier Dome`nech, hugging him and kissing him on the lips. That kiss generated a
significant reaction (Mackey 2016), and Iglesias was accused of attempting to take
media attention away from the PSOE. The next day, during his last intervention in
search of an agreement with the PSOE, Iglesias invited the socialist leader, Pedro
Sa´nchez, to sign the “agreement of the kiss,” by jokingly reminding him “Pedro, we
are the only ones left” (El Diario 2016b). When asked about the kiss in a mainstream
TV political show, Iglesias playfully declared:
I believe it to be a good thing that men kiss each other on the lips too. The politics of
machos and gentlemen that take offence in seeing two men kissing is over. Listening to
Xavi moved me and we kissed and I hope there would be less insults and more kisses in
this House [ ...] We [Podemos] are a factory of love. (Cuatro 2016)
The second episode involved one of Podemos’ most influential women MPs,
Carolina Bescansa, and her decision to bring her newborn to the chamber on the
constitutive session of the General Courts in January 2016. Bescansa publicly
explained her decision based on her right to and need for breastfeeding, as well as
her intention to politicize the issue of parenting using her visibility to open a con-
versation on the difficulties of balancing work and personal life (Manetto 2016).
Qualified as a “disgraceful” situation or as an unnecessary gesture by other parties’
Caravantes 471
members (El Diario 2016), Bescansa’s decision was equally debated in feminist
circles, bringing to the fore the ongoing discussion on the public–private dichotomy
and parenting as political issues.
5
The relevance of these two episodes lies not only in their novelty but also in the
impact on how the political scene is configured and symbolically represented in
Spain. For the first time, certain presences, messages, and gestures, as well as the
phenomena they invoke, are visible in the institutional sphere, which tends to
encompass a narrower, previously defined spectrum. The presence of Podemos in
the Spanish Congress questions the legitimacy of the gendered codes and perfor-
mances that grant access to spaces of political representation. At a discursive level,
Podemos leaders frame their performance and plurality as a way to hold to the
commitment of closing the gap between politicians and citizens by (in Bescansa
words) “making what happens in the street visible in the institutions” (Manetto
2016). This rhetoric informs a symbolic construction of the party’s identity by the
exclusion of other parties, reinforcing the dichotomy new versus old politics.
According to this discursive formation, old politics are represented as a corrupt,
homogenous elite of professional politicians that is isolated from ordinary people
and their preoccupations, who exercises power in masculinized, self-perpetuating,
hierarchical, and restricted ways (in Iglesias’s words “politics of machos and gen-
tlemen”). Meanwhile, Podemos leaders present themselves as the truthful represen-
tatives of the common people, working to solve everyday problems in alliance with
the civil society through open debate, while exercising power in collaborative and
deliberative ways.
Podemos’ Alternative Politics: Feminization of Politics
Apart from the emphasis on representing common people in the institutions, Podemos
articulates the commitment to new and alternative practices through a gender trans-
formation of politics. Some sectors of Podemos, led mostly by the party’s State Office
of Equality, Feminism, and Sexualities (SOEFS; A
´rea Estatal de Igualdad, Femin-
ismo, y Sexualidades),
6
concretize this commitment with the notion of the feminiza-
tion of politics. As examined below, this term has been internally and externally
disputed, as an arguably problematic notion that reinstates a binary approach to sex
and gender and reinforces the hierarchical understanding of the feminine as the other.
At the same time, the notion has been widely employed (mostly during Podemos’
electoral campaigns) and praised for being accessible and appealing, unlike more
obscure and exclusionary feminist and leftist terminology (Torresi 2017).
The feminization of politics is tentatively conceived as the implementation of
new ways of exercising power and occupying institutions. Ideally, these new ways
would involve delegating and sharing power through a collaborative and generous
leadership that accepts vulnerability, hesitation, and internal conflict while encoura-
ging dialogue with diverse political actors. This emphasis on the so-called relational
practices (Serra et al. 2016) seeks to replace dominant political practices, qualified
472 Men and Masculinities 22(3)
by SOEFS and more generally by Podemos’ members as masculinized (i.e., char-
acterized by hierarchical and competitive dynamics and a dogmatic and omnipotent
leadership that tends to enforce homogenization).
The phrase feminization of politics has been discordantly employed by Podemos
leaders and contested by feminist activists within the party. Whereas advocates of
the term avoid essentialist implications that ascribe particular features to women, the
party secretary-general defined feminization in terms of “woman’s style, tone, and
attitude” in December 2015 and, a year later, he correlated feminization to a dis-
tinctive capacity of motherly care (Carvajal 2015; La Ser 2016). Simultaneously,
feminist sectors other than SOEFS’s members question the notion of feminization
for its simplification and reification of essentialist and hegemonic ideas about
women’s inherent qualities, especially in their role as caregivers and mothers. They
argue that the features that are usually mentioned when defining feminization of
politics correspond to the characteristics of a culturally predefined type of woman
(viz, sensitive, caring, supportive, or emotional), thus reinforcing the dominant
gender paradigm (Delgado et al. 2016).
Ultimately, the disagreement around the notion of feminization of politics reflects
an unresolved friction among feminist perspectives, resonating with the equality
versus difference debate, over the signification and political implications of femi-
ninity. Whereas the promotion of feminization is understood as a synonym of Pode-
mos’ new politics, other feminists see feminization as a merely strategic discourse,
lacking deeper political implications, and actually reinforcing old meanings (Gal-
cera´n 2016; Arenillas and Garcı´a 2016). These feminists prefer the idea of depa-
triarchalization, associating the practices of collaboration, dialogue, or delegation of
power not to the notion of femininity but to a process of deconstruction of patriarchy
(Medina 2016). Regarding the use of depatriarchalization, SOEFS’s members argue
that this notion is complicated for everyday politics and stress the importance of
connecting with people through accessible language without taking for granted
knowledge on feminist terminology (Torresi 2017).
It is important to note that all Podemos feminists share the preoccupation about
the reproduction of normative gender dynamics within the party, despite its feminist-
inspired discourse. Whether framing it as feminization or depatriarchalization, both
sectors seek to dismantle certain dynamics that pervade the organization, including a
highly hierarchical structure and competitive strategy, the prominence of male lead-
ers, and different hardships experienced by women, such as exclusion from
decision-making processes, and horizontal and vertical segregation generated by the
reproduction of gender roles (Recupera la Ilusio´n 2017; Podemos en Movimiento
2017; Podemos para Todas 2017).
In their diagnosis of intraparty dynamics, feminists explain the exclusion of women
as a consequence of the reproduction of “old” political practices for the sake of
electoral and organizational efficiency, for which insufficient resources are destined
to promote gender equality within the organization. Whereas Podemos has implemen-
ted parity measures, like the previously mentioned zipper lists, party feminists find
Caravantes 473
them insufficient. Furthermore, they urge the formalization of other mechanisms to
reduce the negative impact of informality on women, and on the party in general, due
to the wasteful use of human capital (Telemadrid 2017). For instance, they denounce
the limiting effects of the homosocial dimension that characterize informal dynamics
(Leach and Lowndes 2007), by which important decisions are taken during men’s
spontaneous networking after formal meetings (Recupera la Ilusio´n 2017).
Podemos female leaders also blame media depiction of party women as mere
companions of male leaders (Cı´rculo Podemos Feminismos Estatal 2017) and advo-
cate for the end of “masculine monopoly” in politics (El Paı´s 2016). Likewise, they
warn of the differential evaluation of personal features when deployed by men or
women (e.g., being qualified as assertive vs. “bossy”), reflecting what the literature
defines as the “culture of masculinity” that pervades institutions and is propagated
by political parties (Lovenduski 2005). In this regard, SOEFS’s members identify
two mechanisms that distinguish Podemos’ party culture and contribute to exclude
women. First, the organizational dynamics hinder conciliation and assume an ideal
activist who is willing and capable to sacrifice everything for the party (assuming,
among other things, the absence of family obligations). Secondly, the party has
adopted a warlike culture that has normalized aggressiveness and competition,
expelling certain party members de facto (Recupera la Ilusio´n 2017).
Podemos’ Competitive Discourse
Alongside the commitment to implement new and alternative practices in the insti-
tutions and the feminization or depatriarchalization of politics, Podemos leadership
articulates a profoundly ambitious and competitive discourse because, in words of
Iglesias, “the duty of a revolutionary is to win” (Constante 2014). I analyze the
gender dimension of this discourse by echoing Hall’s model (1990) of the patriarchal
values that characterize Western competitive settings, like those of sports (p. 239).
Accordingly, four main features can be identified in Podemos’ discourse: (1) an
extraordinary emphasis on winning and an aggressive strategy, (2) an adversarial
style and internal confrontation, (3) a hierarchy based on intellectual authority and
on the dominance of experts, and (4) a charismatic masculine leadership.
Extraordinary Emphasis on Winning and Aggressive Strategy
After the successful—though still modest—result in the first elections in which the
party participated, Pablo Iglesias stated: “Do not congratulate us. We have come to
win” (Manuel 2015). From this point onward, Podemos has articulated an ambitious
and explicit strategy, reflecting a carefully designed incursion into politics inspired
by populist theories, the lessons learnt from Latin American experiences, and a post-
Marxist reading of Gramsci’s hegemony (Laclau 2007). Podemos leaders focus on
winning the discursive battle by establishing a political framework favorable to the
party’s role (Laclau and Mouffe 2014), such as promoting a perception of crisis or
474 Men and Masculinities 22(3)
appealing to the people by championing “common sense” (Mudde and Kaltwasser
2017). Podemos’ strategic discourse relies on an argumentative efficiency capable of
repoliticizing certain issues and recovering ideas traditionally monopolized by con-
servative and right-wing parties such as “nation,” “patriotism,” and “family values”
(Porta and Jime´nez 2016).
This and other strategies were originally connected to an explicit repeal of the
ideological dichotomy between left-wing and right-wing parties, privileging a top-
down antagonism that separates the elite (the caste) from the “common people” and
connects the party with the latter. Although Podemos eventually formed an electoral
coalition with Izquierda Unida (IU, “United Left”), its main spokespeople openly
antagonized the leftist party, accusing its leaders of accepting a marginal role in
Spanish politics (Hancox 2016). In Iglesias’s words: “let them keep their red flag and
leave us alone. I want to win” (Picazo and Dela`s 2015). Despite its recently political
renewal, IU appears as to belong to the same political establishment as the mainstream
parties (PP and PSOE) due to its traditional organization and leftist discourse (Ramiro
and Go´mez 2016), its established role in Spanish politics, and its recent involvement in
corruption cases (20 Minutos 2014). By originally distancing themselves from IU and
escaping the left–right divide, Podemos leaders reinforced their role as outsiders to the
discredited party system while seeking to occupy the political center and to enlarge
their spectrum of sympathizers (Domı´nguez 2015).
In addition to the initially tense relationship with IU, Podemos’ discourse con-
veys a degree of aggressiveness and pretension in the interpretation of its role within
the Spanish political scene. During his final intervention in the party’s founding
convention in October 2014, Pablo Iglesias proclaimed, “heaven is not taken by
consensus; it is taken by assault” (Hancox 2014). Two years later, after not having
obtained the predicted electoral results in June 2016, the party leadership insisted
that “political change is here to stay,” referring to the unavoidable transformation of
the two-party system and the regeneration of Spanish politics brought by Podemos’
incursion (Iglesias 2016b). During its institutionalizing phase and due to the intense
electoral activity, Podemos has read the political scene as a contest in which the
party should be an “electoral war machinery” (Rendueles and Sola 2015). The win–
lose framework, the aggressiveness, and explicit ambition match key characteristics
of the so-called masculine styles (Jones, Charles, and Davies 2009; Reingold 1996;
Verge and de la Fuente 2014), which are at odds with the party’s commitment to
new, collaborative and conciliatory politics.
In a recent reflection, Roth and Shae Baird (2017) suggest that left-wing populism
is incompatible with the feminization of politics. Podemos’ political performance
manifests that incompatibility by embracing a logic of confrontation between two
homogenous groups: “us”—the people, the new who advances—versus “them”—
the corrupt elite, the old who has to be overcome (Mudde and Kaltwasser 2017).
While the construction of such antagonism obscures the plurality that characterizes
“the People,” a feminist approach would tend toward more inclusive discourses of
care that value the diversity as a source of community building (Roth and Shae Baird
Caravantes 475
2017). Similarly, the conception of popular sovereignty, its privileging of building a
sense of patriotism, and its focus on a short-term political agenda contradict feminist
investments in situated knowledges and horizontal and local mechanisms of delib-
eration as well as postcolonial critiques of the idea of a “homogeneous” nation.
Adversarial Style and Internal Confrontation
Podemos depicts its communication practice as innovative, not only because its
political goals and strategies are explicit and publicly discussed but also because
of the transparency regarding its internal discrepancies.
7
Social networks have been
the battleground for the intraparty disagreements in relation to organization and
ideological lines. During the months prior to the Second Citizen’s Assembly of the
party in February 2017,
8
these discrepancies translated into confrontational
dynamics between the secretary-general, Pablo Iglesias, and the secretary for Policy
and Strategy and Campaigning, In
˜igo Errejo´n, guiding two factions dubbed
Pablismo and Errejonismo. Allegedly, the differences between the two factions refer
to the relationship with the PSOE and the coalition with IU; the battles over regional
leaderships; the interpretation of electoral results and the party’s institutional role;
and Podemos’ ideological positioning within the right–left divide (Garcı´a 2016).
Initially, Podemos spokespeople framed this transparency as a distinctive feature of
new politics, unlike the opacity and technological apathy displayed by other parties,
and accused mainstream media of misrepresenting and exaggerating the confrontation
between the two factions in order to influence internal dynamics.
9
However, party
leaders, including Iglesias and Errejo´n, later expressed their concern about the poten-
tially dangerous public display of internal discrepancies that revealed the party’s
immaturity and reinforced a logic of “cockfight” and an “excess of testosterone”
(20 Minutos 2016; Gutie´rrez 2016). This adversarial climate detonated on December
24, 2016, when figures supporting Iglesias launched a Twitter hashtag (“Not like that,
I
´n
˜igo”) against Errejo´n, reproaching his way of expressing political differences; and
Errejo´n’s supporters answered on the same platform (El Diario 2016c).
The symbolic meaning of this date (Christmas Eve) in a culturally Catholic
country, along with the open hostility displayed by both factions in the online
skirmishes, made of this episode a turning point in the tension experienced at the
core of Podemos, forcing its leaders to publically acknowledge the situation and
apologize. Days later, embracing his role as secretary-general, Iglesias apologized
for having disappointed sympathizers and voters; and Errejo´n appealed to Podemos
leaders to rise to the occasion after the expectations generated by the party (Marull
2016). However, the tension continued growing in the days before the Second
Citizen’s Assembly, with public exchanges between different groups that substan-
tiated a public perception on the party’s internal fracture (Carvajal 2017).
These episodes of public confrontation call into question the party’s commitment to
consensual and cooperative politics, projecting an adversarial style (Jones, Charles,
and Davies 2009) in the Spanish political landscape, associated with dominant forms
476 Men and Masculinities 22(3)
of masculinity and military terminology (Lovenduski 2005). Feminists within Pode-
mos have reacted to this antagonistic dynamic, expressing concern about (1) the
reduction of the party diversity to the dispute between two male leaders that represent
only Madrid and (2) the depiction of party women only in relation to them (Europa
Press 2016). The self-referential focus on two male leaders negates the feminist (and
feminizing) agenda and upsets the inclusive framework that Podemos is promoting at
a regional level. The personalist reduction of the party diversity to Iglesias and Erre-
jo´n, even naming factions after them, also reflect devices of the homosocial mascu-
linity embedded in party dynamics. Some of these homosocial mechanisms include
men’s tendency to be conversationally dominant and to reference each other, which
not only makes women’s contributions invisible but also serves to legitimize and
perpetuate a male elite (Verge 2015; Verge and de la Fuente 2014). Whereas Iglesias
and Errejo´n depict themselves as friends who disagree politically but solve their issues
amicably,
10
the adversarial style is proving to be damaging for grassroots members
who regret the “all or nothing” logic and the political culture of antagonism and
suspicion transmitted to lower levels of the party (Alabao 2017).
Hierarchy Based on Intellectual Authority and the Dominance of Experts
The competitive style and the extraordinary emphasis on winning have translated into
a hierarchical, top-down structure of the party, based on a plebiscite logic by which
grassroots members periodically elect governing bodies among candidates nominated
by the party factions (Rodrı´guez 2016). Intellectual authority plays a crucial role in the
legitimization of party leaders, particularly their use of sophisticated language and
their public performance in mainstream media. This type of authority derives in part
from the intellectual tradition of previous social movements, but mostly from the
academic background that characterizes the leadership (Domı´nguez 2015). A consid-
erable majority of Podemos’ national leaders are former lecturers or doctors of polit-
ical science, philosophy, and sociology at Complutense University of Madrid
(Tremlett 2015). In addition, the party promotes spaces of reflection and discussion
via semiacademic publications and talks organized by its think tank, Instituto 25 M.
Podemos spokespeople establish their intellectual authority in public debates,
deploying dialectic skills and charismatic performances (Rodrı´guez 2016). The party
capitalizes on the mediatization of politics, characterized by the prioritization of
communication over content, an emphasis on provocative rhetoric and dramatization
of language, and the overexposition of politicians’ personas (Kriesi 2014). Benefiting
from, and arguably contributing to, the proliferation of political TV shows, Podemos
uses these spaces to foster its leaders’ personas, particularly that of Pablo Iglesias, who
has been referred to as “the leader who professionalized the political talk shows”
(Suanzes and Be´cares 2014). In these formats, the party spokespeople display a series
of rhetorical devices
11
that have become distinctive of the party in order to convey a
sense of greater seriousness and moral authority when compared to their interlocutors
and mainstream (old) parties’ representatives.
Caravantes 477
A distinguishing factor of the party lies in the combination of a populist discourse
with an academic rhetoric. The former attracts the general public while the latter
engages intellectual leftists (Domı´nguez 2015) and distance Podemos from the
characteristic anti-intellectualism of contemporary populist actors (Mudde and Kalt-
wasser 2017). Podemos offers a sophisticated diagnosis—one that has been praised
by media and even other parties (Papell 2014)—of the crises that have been affecting
Spain since 2008; introducing precise data and theoretical terminology that were
relatively unusual for Spanish political debates. The use of academic language plays
an ambiguous role in the party’s communication. While the technocratic vocabulary
detaches from the conveyance of common people’s concerns, it reinforces leaders’
role as experts and intellectual outsiders of the political class (Moffitt and Tormey
2014). Due to the frustration with mainstream parties, Podemos greatly benefits
from being considered an outsider and fosters this idea by defining itself as a
groundbreaking actor.
The intellectual dimension and the complexity of the academic language
employed by Podemos leaders have been the source of internal jokes and external
criticisms. For instance, the sophisticated language used by Errejo´ n in Twitter has
been qualified as pretentious and distant from the people who Podemos aspires to
represent. In response to a particular message,
12
Iglesias answered ironically: “being
an intellectual is an uphill battle”.
13
Through these exchanges, Podemos leaders
privilege certain intellectual and authorized expertise at the expense of alternative
experiences and knowledge, an exclusionary logic that is a common concern of
feminist theory (Alexander 2005). Ultimately, this logic consolidates a hierarchical
structure that elevates the leadership from the common people whom the party seeks
to represent politically, predicating a relationship of guidance and political
pedagogy.
Charismatic Masculine Leadership
Similar to the charismatic leadership that frequently appears in populist movements,
Podemos relies on a personalist rhetoric centered on Pablo Iglesias, portrayed as the
personification of the political change and, consequently, as a central figure for the
continuity of the party. This rhetoric defines not only the leadership’s discourse but
also key electoral strategies such as using Iglesias’s portrait on the ballot for the first
elections in which Podemos participated (A
´lvarez 2014). Echoing Laclau’s stress
(2007) on the importance of the populist leader, the party founders believe that a key
catalyst for Podemos’ success was building Iglesias’s persona as a TV political
commentator before the organization was founded (Iglesias 2016).
Charismatic leaders are defined as political figures with extraordinary qualities
who create a specific bond with their followers (Mudde and Kaltwasser 2017,
66–67). When their leadership is interpreted via a populist rhetoric as a symbol of
the ideal of popular unity, the leader becomes the interpreter of the populations’ true
needs, personifying the people, mostly through his or her condition as outsider or
478 Men and Masculinities 22(3)
political novice (Kriesi 2014). Recurrently, Iglesias has grounded Podemos’ polit-
ical project on his own figure, appealing to the vote of the party base to justify his
legitimacy or posing the approval of his political line as the condition to remain the
party leader. For example, in January 2014, he personally requested 50,000 signa-
tures as a condition to advance the creation of Podemos as political party (Vargas
2014). Then, prior to the First and the Second Citizen’s Assemblies, he expressed his
determination to abandon the leadership if the organizational model suggested by his
team was not elected (Riveiro 2014; Iglesias 2017). This interpretation of leadership
not only reinforces the personalist logic in a party already dependent on media
figures but also creates a shielding effect. When the leader represents popular unity
symbolically, any attack against him or her is automatically translated into an attack
against the common people and, in the case of ruling leaders, against the country
(Llado´ 2014).
Because leadership is highly relational and reputational (Bennister, Hart, and
Worthy 2015), Iglesias’s leadership capital depends not exclusively on his perfor-
mance but rather on the external perceptions of his personal competences and the
recognition granted by other party members in the form of informal authority. The
centrality of Iglesias is so engrained in the Podemos symbolic imaginary that boost-
ing his leadership has become a recurrent practice after internal disputes. With
statements like “If Iglesias falls, the party falls,” (Monedero 2017) relevant party
figures express their allegiance to a leader depicted as indispensable for the proper
functioning of Podemos. This construction of Iglesias’s persona contradicts the
commitment to exercise power in collaborative ways, placing him at the top of a
pyramidal structure that promotes omnipotent leaderships, qualified as masculinized
practices by the party feminists.
Furthermore, Iglesias’s persona is deeply gendered. During the Citizen’s Assembly
of October 2014, Iglesias was accused of behaving like an “alpha male” due to his
rough style of leadership, to which he assertively answered: “I’m an activist, not an
alpha male” (Gil 2014). For some of the female participants in the assembly, inter-
viewed by El Diario, Iglesias does not represent the violent “Rambo type” but rather a
sophisticated and sweetened version of an alpha male: “thin, educated, and well
mannered, apparently willing to discuss, and patient” (Gil 2014). Thus, Iglesias differs
from the profile of “strongman” that the scholarship identifies in most charismatic
leaders, which includes elements of anti-intellectualism, vulgar language, and virility
(Mudde and Kaltwasser 2017, 64), for example, the Trump brand of masculinist
populism.
Similar to other leftist politicians in Western countries, such as Bernie Sanders,
Iglesias mobilizes a more technical and intellectual profile that diverges from the
paternalistic figures and dominantly masculine language observed in some Latin
American charismatic leaders (Mudde and Kaltwasser 2015). Saldan
˜a-Portillo
(2003) identifies practices similar to those performed by Iglesias as “revolutionary
subjectivities,” a type of masculinist construction that privileges “unitary, self-
determining consciousness, and agency” (265), whose sources of legitimation derive
Caravantes 479
from intellectual and dialectical proficiency. Likewise, Krohn-Hansen (1996) notes
features of masculinity that confer political legitimacy very similar to those of
Podemos, such as showing courage (by aiming at political goals nobody dared
before), displaying verbal and intellectual skills, or sincerity and seriousness—Pode-
mos’ promise to regenerate the corrupted and inefficient political system bringing
honesty to the institutions.
Discussion
According to its promise of representing common people in the institutions, Pode-
mos has led an unprecedented plurality into the Spanish Congress, symbolically
closing the gap between the political class and the population. By means of new
presences, new messages, or gestures, Podemos leaders have equally engaged with
the party’s promise to implement alternative political practices. Discursively, Pode-
mos’ commitment to challenge the dominant gender order has been conveyed
through Iglesias’s proclamation of the end of the “politics of machos.” The con-
versation among the party feminists on the need to dismantle the masculinized and
patriarchal practices that pervade Podemos is having a significant impact inside and
outside the organization, bringing traditionally feminist concerns to the fore. The
issues raised by Podemos’ feminists reflect most of the elements depicted by the
specialized literature (Bjarnegard 2013; Jones, Charles, and Davies 2009; Love-
nduski 2015; Verge and de la Fuente 2014), including the difference between adver-
sarial and collaborative styles, or how homosocial informal dynamics and a
dominant masculine culture shape political parties.
Iglesias’s depiction of Podemos as a “factory of love” seems, however, to conflict
with later developments in the party’s internal organization, strategy, and leadership
style. Despite the acknowledgmentof the excess oftestosterone and cockfight style that
were spreading throughout Podemos, its leaders have not been able or willing to restrain
those dynamics and the dominant masculine party culture characterizing them. Party
members arrived at the Second Citizen’s Assembly (February 2017) deeply divided,
after a couple of very tense months in which public confrontations betweentwo factions
had progressively intensified (Jones 2017). Paradoxically, one of the four main debates
in the Assembly focused ongender equality and feminism, situating the discussions on
feminization and depatriarchalization at the center of Podemos’ political agenda. This
discursive relevance, nonetheless, was at odds with the masculinized dynamics (in the
party feminists’ terms) that prevailed prior to the meeting (Hedgecoe 2017).
The commitment to more collaborative and relational practices is being overridden
by a competitive logic that adjusts to the pragmatism and efficacy proper of main-
stream parties. I suggest that the friction explored in this article, and the provisional
triumph of the competitive logic, responds to the progressive failure of Podemos
leadership to reconcile two promises: the transformation of political practices and the
political empowerment of common people. These promises have resulted in two
irreducible and mutually exclusive discourses: the emphasis on practicing new and
480 Men and Masculinities 22(3)
alternative politics and the access to institutions via traditional political means.
Whereas the former focuses on a long-term agenda that seeks to establish the condi-
tions for bottom-up processes, dialogue, and political consensus; the later focuses on
short-term goals—, for example, winning elections—and relies on institutional power
as the means to transform people’s living conditions. Through the prioritization of the
institutional power, Podemos detaches itself from the transformative potential of the
protest movements that inspired the party, which promoted decentralized and hori-
zontal models of power, while conflicting with the party feminists who denounce the
intrinsic patriarchal logic that pervades institutional spaces.
Podemos seems to interpret electoral success as an intrinsic transformational
event and as a form of direct empowerment. This interpretation prioritizes an idea-
lized perception of winning by committing to what is ultimately a populist belief that
Podemos is indeed the truthful representative of the People. Consistently, Podemos
leadership adopts a competitive framework as the supposedly best pragmatic chance
of electoral success, choosing a notion of empowerment that, ultimately, creates the
inconsistency at the core of the party.
Podemos’ populist narrative of empowerment appears to be deeply implicated in a
gender paradigm of power that reenacts certain patriarchal modes of political perfor-
mance. The transition from an old to new politics requires therefore to reconceptualize
power outside the competitive schemas of a dominant masculine party culture, defined
by personalist, hierarchical, aggressive, and adversarial dynamics (Bjarnegard 2013;
Lovenduski 2005; Reingold 1996; Verge 2015). This will provide foundation for a
new vision of empowerment and, ultimately, for truly alternative political practices.
One of the main challenges lies in reconciling an abstract understanding of
alternative practices to the actual process of institutionalization of political power.
In this context, the case study of Podemos offers unique opportunities for observa-
tion and interpretation. Despite the party’s complicity with a logic of electoral
competition, Podemos has articulated alternative models of political masculinities
in its short time within Spanish political institutions. The leaders’ performance and
presence in the Spanish Congress or the discursive commitments to dismantle the
politics of machos, to reduce “the excess of testosterone” in the party dynamics or to
feminize and depatriachalize the organization are good examples. By connecting the
transition from old to new politics to a transformation of the gender performance in
the political field, Podemos represents a rare case in a Western political scene
characterized by the revitalization of a dominant masculine culture.
Declaration of Conflicting Interests
The author(s) declared no potential conflicts of interest with respect to the research,
authorship, and/or publication of this article.
Funding
The author(s) received no financial support for the research, authorship, and/or
publication of this article.
Caravantes 481
Notes
1. For more on the strategic use of social and mainstream media by the party founders, see
the interviews with Germa´n Cano—Podemos’ first Responsible for the Area of Culture—
and Eduardo Ferna´ndez Rubin
˜o—the party’s first Responsible for the Area of Social
Networks (Jerez and Maestu 2015).
2. An unusual electoral cycle started in May 2014 with the elections to the European Par-
liament, followed by the elections to the Andalusian Parliament in March 2015, the local
and regional elections in May 2015, the elections to the Catalan Parliament in September
2015, the first general elections in December 2015, the second general elections in June
2016, and the elections to the Basque and Galician Parliaments in September 2016.
3. Verge (2015) explains those types of segregation as the mechanisms by which the top
positions (vertical segregation) and the most valued areas (horizontal segregation) are
occupied by men, whereas androcentric uses of time refer to holding meetings in times of
the day that do not facilitate conciliation with family time (pp. 756–57).
4. The composition of the Spanish Congress after December 2015 is closer to the demo-
graphic reality of the country in terms of age, gender, background, or civil status. (Lo´pez
and Delgado 2016).
5. Diverse organizations criticized Bescansa’s attitude for misrepresenting the situation of
most women, who do not have access to her privileges as a congresswoman, for prior-
itizing women’s roles as mothers over their roles as workers, and for obscuring the
father’s shared responsibility in childrearing. Other feminist actors congratulated Bes-
cansa for politicizing an issue that is considered private and individual and for opening
the public debate on parenting showing the plurality of choices rather than precluding a
singular “appropriate” feminist answer (Flotats 2016).
6. I refer to the members of State Office of Equality, Feminism, and Sexualities that formed
the team until February 2017, which changed for the most part after the results of the
party elections in the Second Citizen’s Assembly.
7. See Polı
´
tica, manual de instrucciones (“Politics, instructions manual”), the documentary
that Podemos allowed to shoot reflecting the internal disputes during the party’s Citizen’s
Assembly of October 2014. http://politicamanualdeinstrucciones.mediaprocine.com.
8. A political convention in which the party’s governing bodies were elected. https://vista
legre2.podemos.info.
9. “The editorials do not lead our way, people do. We do not buy their labels, nor we fall in
their traps” (my translation of “Los editoriales no nos marcan el camino, lo marca la
gente. No compramos sus etiquetas ni caemos en sus trampas”). Errejo´n, In
˜igo. 2016.
Twitter post, December 12, 7:32 a.m., https://twitter.com/ierrejon.
10. After one of their online exchanges, Errejo´n joked with Iglesias, challenging him to fight
outside the Spanish Parliament building: “Let’s meet at the Lions Gate. No low blows
allowed” (my translation). Errejo´n, In
˜igo. 2016. Twitter post, November 30, 6:42 a.m.,
https://twitter.com/ierrejon. Iglesias answered ironically, “this is what Bergoglio told
Ratzinger. I don’t trust this” (my translation). Iglesias, Pablo. 2016. Twitter post, Novem-
ber 30, 7:04 a.m., https://twitter.com/Pablo_Iglesias_.
482 Men and Masculinities 22(3)
11. For instance, the tag line “do not interrupt me; I did not interrupt you,” which became
such a mannerism that a humoristic newspaper ironically published: “Pablo Iglesias
demands Spanish people not be interrupted” (Puig 2015).
12. “The hegemony moves in thetension between the radiating core and the seduction of side ally
sectors. Affirmation-opening.” My translation of “La hegemonı´a se mueve en la tensio´n
entre el nu
´cleo irradiador y la seduccio´n de los sectores aliados laterales. Afirmacio´n-aper-
tura.” Errejo´n, In
˜igo. 2015. Twitter post, June, 19, 1:26 p.m., https://twitter.com/ierrejon.
13. My translation of “ser intelectual es jodido” (Mengual, 2015). Note: Jodido is difficult to
translate; it is a curse word that implies difficulty but also the notion that you are special
among your fellows.
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Caravantes 489
Author Biography
Paloma Caravantes is a PhD candidate and teaching assistant at the Department of Women’s
and Gender Studies, Rutgers University, USA. Her research interests are related to the inter-
section of gender and politics, with specific emphasis on the performance of masculinities,
and the gender order of both political structures and the exercise of power. She focuses her
research on the ongoing transformations in Western political landscapes as a result of the
Great Recession. In this context, she studies and conducts fieldwork on the role of new
political parties, anti-austerity movements, and emerging populist actors.
490 Men and Masculinities 22(3)